The study focuses on the discourse of advertisements which creates the ideological concept of beauty and halal ideology. The theoretical framework used is Fairclough’s three dimensional Framework which concentrates on the linguistics features, discursive practice and discourse as social practice. The first dimension is considered as description, the second dimension is interpretation and the third dimension is explanation. The advertisements analyzed are made by three brands, Wardah, Safi, and Kaila. The aim is to present rich description and interpretation about the ideological concept of beauty to the Indonesian woman as audience. The primary data were taken from You Tube and Website of Wardah, Safi and Kaila in period January 2018 until March 2019. Totally there are 37 ads found. Based on the analysis, there are various linguistic features used in the three products advertisements including Lexico-grammatical devices such as positive adjectives, negative adjectives, verb, future tense, scientific terminology, coined words, and foreign or exotic word; rhetorical devices such as alliteration, repetition of keywords and synonimy; and register analysis such as use of second-personal and possesive pronouns like “you” and “your” to address the readers personally. There are also various strategies used in the three products. The strategies include creating negative and positive self representation, puffery, presenting high class images, providing scientific proof, and adding appeal to inner beauty. Advertisements in the three products contribute to the construction of an image of ideal beauty in Indonesia women’s mind though the pictures, text, and halal concept in which portray a certain type of beauty that is composed on stereotypes how halal beauty products are safe and better for body and soul.