Abstract: This study aims to analyze the effect of health consciousness, perceived behavioural control, and attitude on purchase intention: a study of makeup artists consumer behaviour during the covid-19 pandemic. The type of research used in this research is explanatory research, with the research method being an explanatory survey that emphasizes quantitative methods. The sample is 160 consumers who intend to use the services of a makeup artist during the Covid-19 pandemic in Payakumbuh City. Sampling technique Convenience sampling. The data analysis method used Structural Equation Modeling - Partial Least Square (SEM-PLS).