This research aims to examine the influence of brand experience, brand trust, brand satisfaction, and complaint handling on MS Glow Skincare brand loyalty. This type of research is quantitative, using a purposive sampling technique, by collecting data through an online questionnaire distributed via goggle form to MS Glow Skincare consumers. Descriptive verification analysis uses multiple linear regression analysis, with a sample size of 150 respondents for this research. The method used is SPSS version 26. The results of the research (X1) (X1) Brand experience has a positive and significant influence on brand loyalty, (X2) Brand trust has a negative and no significant influence on brand loyalty, (X3) Brand satisfaction has a positive and significant influence on loyalty brand, (X4) Complaint handling has also been proven to have a positive and significant effect on brand loyalty.