The influence of various branding factors on brand equity is the primary focus of this study. The purpose of this study is to investigate the connection that exists between brand loyalty, brand awareness, brand credibility, brand congruence, and brand image, all of which have an impact on the variable that is being investigated, which is brand equity. The quantitative research method will be used to carry out this study; specifically, for the purpose of putting a variety of hypotheses to the test, a questionnaire will be disseminated to the audiences that will be the focus of the study. The Statistical Package for the Social Sciences will be utilised in order to perform the analysis on the data (SPSS). 500 young women in Shanghai between the ages of 20 and 40 who make frequent purchases of cosmetics were asked to take part in this study. They will be disseminated alongside the survey questions that will be used to compile the data for this study. Convenience sampling was used as the method of sampling that will be carried out. On the other hand, the results of this study will be able to demonstrate that certain aspects of a cosmetic product's branding strategy may or may not have an effect on the equity of the brand. According to the findings, it is possible to prove that the independent variables that were used have a significant connection with brand equity. In today's modern society, many different cosmetic brands place an emphasis on their branding in order to attract a larger audience. In light of the factors discussed above, owners of brands ought to put more resources into their branding. This research might be helpful to advertisers in better understanding their target audience. Aside from that, business owners of brands should put money into their branding, as doing so will improve consumers' opinions of the products they sell. In addition to that, it would give information regarding the brand equity that was associated with their brand, which would assist them in improving in a variety of areas.