Nowadays, the trend of the beauty industry has led to green and sustainability that promotes the commitment to protect the environmental issues from plastic waste, animal testing, use of resources that are not environmentally friendly, and others. It is also in line with the consumers' tendency to purchase environmentally friendly products. Particularly, more and more consumers tend to purchase green beauty products to reduce toxic pollution and use more organic beauty products. Previous studies have investigated the consumers' behavior towards green beauty products mainly with theory of reasoned action (TRA) to explore the influencing factors of green beauty purchase intention. The gap of this study is that green brand positioning and green brand knowledge are seldom studied in Indonesia hence needs to be confirmed further. Thus, this study aims to analyze the effect of green brand positioning (GBP), green brand knowledge (GBK), and attitude towards green brand (AGB) towards the green purchase intention (GPI) in the green beauty industry context. The research methodology model is SEM-PLS with SmartPLS 4 to analyze data from a total of 100 respondents. The respondents have the following criterias : age above 18 years old, live in greater Jakarta, and have purchased green beauty products. Through this study, researcher can prove that; GBP positively and significantly GBK, GBK positively and significantly influence AGB, and AGB positively and significantly influence GPI. Whereas, other two hypotheses are not supported by current data; GBP has no significant influence on AGB and GBK has no significant influence on GPI. This study has theoretical implications that extend the theory of reasoned action (TRA) in Indonesia. Also, practical implications for green beauty marketer in Indonesia to set more relevant strategies to increase green purchase intention in Greater Jakarta market.