The purpose of this study is to examine how factors including cultural belief, symbolic values, ethnocentrism, social standing, emotional wellbeing, and preference towards naturalness affect the desire to buy and use Ayurvedic cosmetics. To find people to take part, researchers used a non-probability purposive sampling strategy. 476 ayurvedic cosmetic users had their information gathered using a pilot survey. We used structural equation modelling, confirmatory factor analysis, and descriptive statistics to sift through the data. There was strong evidence of convergent and discriminant validity in the questionnaire's components, as well as good internal consistency and reliability of scale items, according to factor loading, Cronbach's alpha, composite reliability, average variance extracted, and correlations. The model fit indices showed that the relationships between ayurvedic cosmetics usage and purchase intent were well-fit by measurement and structural models connecting oriented towards trust, price, cultural belief, and symbolic values. The structural model's path analysis showed that Ayurvedic cosmetics consumption and purchase intention were positively impacted by preference towards naturalness, trust, price, cultural belief, and symbolic values. The structural model's path analysis revealed that among the factors impacting the intention to purchase and consumption of Ayurvedic cosmetics, preference towards naturalness ranked highest, followed by trust, cultural belief, price, social status, and symbolic values.