The cultural industry in the fashion and cosmetics sector in the digital era is currently experiencing a very fast development and becoming a trend among the public. Promotion on digital social media is so massive and continues to grow along with the rapid industrial growth and socio-cultural changes when people start adapting digital technology with the various platforms used. The cultural industry needs to carry out an endorsement, which is now a trend, in promoting and introducing products to the public. Endorsers often become capitalist objects to be used as tools that can generate profits and as part of the value to increase products. This study uses a qualitative method with a critical ethnographic approach. The results show that endo...