To rebrand and build a new brand image as a beauty and lifestyle e-commerce, iStyle.id carries out a series of strategies that are divided into four processes, namely repositioning, renaming, redesigning, and relaunching. The repositioning process is carried out by replacing product highlights and making TVC (Television Commercial). The renaming process is done by changing the company name and slogan. The redesigning process is carried out by redesigning the logo and appearance of the company's application and website User Interface. The relaunching process is carried out by rearranging the list of media relations, social media branding, and utilizing KOL (Key Opinion Leader) in the form of influencers and communities. This research was conducted using qualitative methods in the form of case studies by seeking data through interviews with relevant sources