This study aims to examine the influence of product assortment and service quality on customer loyalty in the health and beauty retail sector. A quantitative approach was employed using a survey method, with data collected through questionnaires distributed to 97 respondents who had made at least two purchases. The data were analyzed using validity and reliability tests, multiple linear regression analysis, and classical assumption testing. The findings indicate that both product assortment and service quality have a significant effect on customer loyalty, both partially and simultaneously. The coefficient of determination shows that these two variables explain 35% of the variance in customer loyalty. The study concludes that health and beauty retail stores seeking to build sustainable customer loyalty should prioritize product assortment completeness and maintain consistent service quality. These strategies are essential for enhancing customer satisfaction and retention in an increasingly competitive retail market