Purpose This study aims to identify the characteristics of Muslim Generation Z and analyze the factors that influence its purchase intention of environmentally friendly halal cosmetic products. Design/methodology/approach This research adopts the quantitative methods of a questionnaire and sampling technique using purposive sampling. The respondents in this study were 300 Indonesian Muslims from Generation Z. Descriptive analysis and structural equation modeling–partial least structural with SmartPLS 3.3.7 software were used to analyze the research data. Findings This study found that of the nine hypotheses tested, seven are confirmed, including the effect of halal labels on halal-green awareness, environmentally friendly labels on halal-green awareness, environmental knowledge on halal-green awareness and knowledge on attitudes. Meanwhile, religiosity and halal-green awareness influence attitudes and attitudes that affect the purchase intention of environmentally friendly halal cosmetics. Two hypotheses that are not accepted are the influence of religiosity on halal-green awareness and halal-green awareness on attitudes. The findings are expected to increase interest in buying environmentally friendly halal cosmetics by better understanding consumer behavior, especially Generation Z. Practical implications Cosmetics manufacturers benefit from halal-green branding on their products to enter new halal markets and increase market share. Originality/value This study is more comprehensive than previous studies, combining halal and environmentally friendly elements with a focus on Generation Z.