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This study aimed to discover the facts and potential trends about the Sichuan female national beauty brands under the development of the domestic economy. While public interest in sustainability increased and consumer attitudes remained positive, their behavioral intentions might not align with philosophies of whether Chinese national brands would be preferred over foreign brands. This study's objectives aimed to explore the relationship between age and income group of female consumers in national cosmetic brand purchase intention; analyze the influencing factors of brand attitude, perceived quality, and perceived value in national beauty brands on Sichuan consumer purchase intention; and propose feasible suggestions on improving the national cosmetic brands through the influencing factors on brand attitude, perceived quality, and perceived value. Four hundred and twenty-seven completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling between July and August 2022. The results showed that brand attitude, service image, and product experience significantly impact female purchase intention in national beauty brands. As a result, the analysis could serve as information for national beauty brands in formulating their promotional strategy against imported brands to attract more local female consumers.