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Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust

The cosmetics and toiletry industry has growing up very fast. In 2016, the total global revenue cosmetics industry amounted to USD$444 billion. According to Lee, Goh, & Noor ( 2019), the skincare products dominated the cosmetics and toiletry market with a market value of approximately USD$ 120 billion. Between 2012 and 2019, the global skincare market expanded by 41.8 percent, and by 2025, it is expected to be worth $189 billion (Ledesma, 2020). The skin is the largest organ in the body, hence, many people will find ways to protect it, one of the way people are using to protect the skin is to apply any supplement on skin to keep the good condition of the skin. However, according to Cunningham (2014), the used of chemical items in the cosmetic skin care industry is extremely unregulated. For example, Parabens that cause breast cancer are found in cosmetics. The chemical used in the skin care products had rise the attention of the users to start to pay attention on the ingredient of the skin care products. One of the way people are using in order to avoid the harmful chemical in skin care products is to to choose skin care with natural ingredient (Espitia, 2020), this happend especially among the younger consumers (Boon et al., 2020; Hsu et al.,2017). The green skincare industry is growing rapidly. Green skin care, according to previous studies (Fauzi & Hashim, 2015; Hsu et al., 2017), is any skin care products which can preserve or enhance the natural environment by conserving energy or resources and decreasing or eliminating the usage of harmful agents, pollution, and waste. Studies showed there is an increasing in the consumption of green skincare products and toiletries by 45%, from a peak of RM 1.6 billion (in 1998) to RM 2.2 billion (in 2010), with sales estimated to exceed $1.1 billion in 2010 among young people (Boon et al., 2020). Keywords: Green Skin Care, Generation Z, Theory Of Planned Behaviour

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