Augmented Reality (AR) has emerged as a transformative tool in online retail, offering immersive shopping experiences that bridge the gap between physical stores and e-commerce. This study aims to explore the impact of Augmented Reality (AR) attributes such as virtual try-on, 3D product visualization, interactive tutorials, and personalized recommendations on consumer engagement and purchase intention in the beauty e-commerce sector. By applying the Stimulus- Organism- Response (S-O-R) model, this study examines the consumer engagement as mediator and perceived risk as moderator variable. Data were collected from 389 women respondents of Charotar region of Gujarat state who frequently shop beauty and cosmetics items from AR enabled platform such as Nykaa, Myntra, Amazon and Tira. Using validated scale, a structured questionnaire was developed. Python was used for data analysis by applying regression analysis and moderation-mediation analysis. Findings disclose that personalized recommendations and 3D product visualization significantly boost consumer engagement and purchase intentions aligning prior research that accentuate tailored and immersive experience. Yet, virtual-try-ons and interactive tutorials show mixed effects with potential disadvantages stanching from poor design or unrealistic outcomes. The moderating role of perceived risk conceded nuanced results, highlighting its influence under specific conditions. These findings propose that while advanced digital instruments can enrich experiences of consumers, their success heavily depends on refinement regarding virtual engagement strategies that best attains effectiveness and consumer trust.