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The professionalism and charisma of beauty KOLs attracted many fan groups under the strong development of social media. Through the medium of beauty KOLS, brands and consumers could get a closer understanding and communication. Brands utilized KOL marketing to make their brands more influential and well-known while increasing their sales. Therefore, research on KOL marketing of beauty brands created specific research value and significance. This study aimed to analyze the influence of consumers' purchase intention on the marketing economy of beauty brand influencers, explore the influencing mechanisms among brand experience, perceived value, brand identity, and purchase intention, and provide reference opinions for sustainable KOL in beauty brand development. 385 completed survey questionnaires of Guizhou consumers were collected through the online WeChat "Star Survey" platform by random sampling in May 2022. The research results showed that consumer brand experience, perceived value, and brand identity had a significant positive impact on their purchase intention, sensory experience, Behavioral experience had a significant positive impact on brand experience, functional value, and emotional value had a significant positive impact on perceived value, and personal brand identity and social brand identity had a significant positive impact on brand identity. The analysis could also offer additional information for KOL marketers in planning respective strategies for promoting beauty brands in the Guizhou market.