Based on data from BPOM in 2017, product who gets the most widely licensed in Indonesia is cosmetic products its mean, cosmetic products offered in indonesia is increasingly. At the same time, according data from Top Brand Award in 2017 some Wardah products have decreased top brand index (TBI), it shows that consumers are beginning to switch to other cosmetic brands therefore, this study aims to analyze the influence of perceived price, perceived quality, variety seeking and word of mouth on brand switching from Wardah cosmetic to other cosmetic brands. Sampling technique in this research is purposive sampling and obtained 100 respondents. Respondents in this research have some criteria, that criteria of respondents is woman who have switching brand from Wardah cosmetics to other cosmetic brands with age over 17 years in Yogyakarta city. Methods of collection data by using questionnaires. Based on the result of multiple linear regression analysis is perceived price, perceived quality, and word of mouth has a negative effect on brand switching from Wardah cosmetics to other cosmetic brands and variety seeking has a positive effect on brand switching from Wardah cosmetics to other cosmetic brands.