The widespread use of Korean artists as brand ambassadors is seen as a current phenomenon. Local brands are willing to flock to korean artists to promote their products whose target market is clearly Indonesian natives. This phenomena results from the convergence of Indonesian consumers' attraction with Korean pop culture and local skincare companies seeking legitimacy for their products so that they are known by the larger community. However, local skincare businesses may effectively draw the attention and interest of Indonesian consumers by leveraging these elements, boosting the chance of their purchasing choice. This study aims to investigates the role of attribute homophily and physical attractiveness of Korean influencers in shaping the interest of Indonesian consumers to purchase local skincare products in Indonesia. The study employs a mixed-methods approach, combining qualitative a survey questionnaire with 100 respondents, and applies the structural equation modelling-partial least squares (SEM-PLS) analysis to analysis the data. The findings reveal that attribute homophily, represented by shared nationality between Korean influencers and Indonesian consumers, positively influences consumer interest in local skincare products. Furthermore, the physical attractiveness of Korean influencers significantly impacts consumers' interest in purchasing these products. The study also explores the mediating role of perceived product quality in the relationship between attribute homophily, physical attractiveness, and consumer interest. Theoretical implications of the research contribute to our understanding of the influences of cultural similarity and physical appearance in consumer behavior. Additionally, practical implications suggest that local skincare brands can leverage the appeal of Korean influencers to enhance their visibility and foster stronger consumer-brand relationships. This study proviides valuable insights for merketers, influencers, and policymakers in the skincare industry, emphasizing the significance of attribute homophily and physical attractiveness in influencer marketing strategies.