This study aimed to analyze the influence of Islamic branding variables on Wardah's cosmetic consumer decisions which are moderated by religiosity variable. The data used in this study are primary data collected from 100 respondents from the Faculty of Economics and Business, University of Muhammadiyah Yogyakarta force 2015-2017. The results of this study indicate that Islamic branding has not significant effect on consumer decision variables in buying Wardah cosmetics products and religiosity variable as moderating variable strengthen the relationship between Islamic branding variable and the decision to purchase Wardah cosmetic products by students of the Economics and Business Faculty University of Muhammadiyah Yogyakarta force 2015-2017.