Influencers currently have a prominent role in marketing and influencing all customer segments. In this study, the primary characteristics of those influencing customers’ purchase decisions will be addressed by examining modified variables that have a prominent role in Jordan’s beauty sector. The study discovered that social media influencers’ characteristics significantly improve product knowledge, consequently increasing consumer purchase intentions. Particularly, influencer credibility and communication skills were discovered to have a favorable and direct impact on both product knowledge and consumer purchase intentions. Further, product knowledge was shown to have a significantly positive impact on consumer purchase intentions. Communication skills were the strongest predictor of consumer purchase intentions, followed by credibility and product knowledge. Moreover, mediation analysis demonstrated that product knowledge mediates the favorable impact of communication skills and credibility on consumer purchase intentions. An online questionnaire was distributed to 443 respondents. The data from 416 respondents were analyzed and coded. The data from this study were analyzed using the following statistical methods: SPSS (26) statistical software and SEM software SMART-PLS (4.0.8.3) was used to conduct some statistical tests and for hypothesis testing. The study emphasized that cosmetics manufacturers are interested in having social influencers as partners in marketing via social media platforms that reach all target audiences. The benefit of this collaboration is reflected in increasing profits and sales.