Emotional value is the perceived utility derived from an alternative capacity to arouse feelings or affective states (Sheth et al., 1991). Yang and He (2011) asserted that the emotional experience will generate effective experience, ranging from a little positive moods and progress to a strong emotion of joy and satisfaction that attached to a brand. de Chernatony et al. (2000) further argued that a company cannot just have functional values without emotions. Lacking in the study of emotional value in the context of Halal cosmetics, this study will investigate two factors: store atmosphereand retail service quality