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This study investigated the impact of social media marketing activities (SMMA) on brand commitment in the Indonesian cosmetic industry, focusing on local brand BLP Beauty. Data collection, conducted over a one-month period, involved an online questionnaire administered to 140 social media users familiar with BLP Beauty's online presence. The data analysis, performed using Partial Least Squares Structural Equation Modeling (PLS-SEM), revealed that SMMA significantly influence brand awareness, brand image, and brand experience, subsequently enhancing brand commitment. These findings underscore the importance of strategic SMMA in fostering long-term consumer relationships and enhancing brand loyalty in the digital age. Further research should explore the long-term effects of SMMA and compare strategies across different industries and cultural contexts.