The purpose of this research is to examine the effect of lifestyle, celebrity endorsement, social media marketing on purchase intention of Scarlett Whitening skincare products in Semarang. The sampling technique in this research was using purposive sampling technique, with criteria aged more than 17 years old. The data were collected through questionnaire with 100 respondent filled it. The test on this research were using validity test by factor analysis, reliability test that use Cronbach’s alpha and at the end were analyze by multiple regression analysis. The result showed that lifestyle has positive and significant effect on purchase intention. On the other hand, celebrity endorsement and social media marketing have no significant effect on purchase intention.