This study is to investigate the impact of augmented reality (AR) attributes on customers' continuous purchase intention in the cosmetics sector, specifically targeting the Chinese market. The research presents an integrated model based on SOR framework to analyse how AR attributes (interactivity, vividness, and novelty) lead to consumers' flow state and ultimately influence their continuous purchase intentions. By addressing gaps in existing literature, this study shifts the focus from one-time purchase behaviours to continuous purchase intentions, emphasizing the pivotal role of flow experience in driving long-term loyalty. The study proposes that AR attributes significantly enhance consumers’ flow experiences, which are expected to foster deeper engagement and sustained purchasing behaviour. The conceptual model highlights how leveraging AR features can help cosmetic brands create personalized, immersive shopping experiences that increase customer satisfaction and loyalty. This framework provides a foundation for future empirical research and offers actionable strategies for marketers and practitioners to utilize AR technology effectively, ensuring long-term customer retention and competitive advantage in the dynamic cosmetics market.