This research aims to evaluate the influence of green digital marketing, celebrity endorsement, and brand awareness on consumer loyalty to Wardah cosmetic products in the Special Region of Yogyakarta. The research method used is a quantitative approach by collecting data through questionnaires distributed to Wardah consumers via social media platforms. Data analysis was carried out using descriptive statistical techniques, correlation tests and multiple linear regression. The research results show that green digital marketing, celebrity endorsement, and brand awareness have a significant influence on consumer loyalty. The theoretical implications of this research are a contribution to the digital marketing and celebrity endorsement literature, while the practical implications provide strategic guidance for cosmetics companies to increase consumer loyalty and optimize marketing resources. In conclusion, marketing strategies that strengthen these aspects can be key in building and maintaining consumer loyalty to local cosmetics brands such as Wardah.