This study aimed to verify the effect of skin care awareness on self-esteem among adult women in their 20s to 50s in Zhejiang Province, China, and investigated the effect on skin care awareness and self-esteem. The study consisted of 7 general characteristics, 10 skin care shop usage characteristics, 12 skin care awareness, 16 skin care behavior, and 12 self-esteem, a total of 57 questions, and was conducted using a self-administered electronic questionnaire. The survey was conducted from August 1, 2023 to August 31, 2023. Of the 332 responses, 24 insincere questionnaires were excluded, and 308 were finally analyzed. The analysis method was frequency analysis, factor analysis, t-test, one-way analysis of variance, correlation analysis, and multiple regression analysis using the SPSS 25.0 statistical program. The results of the analysis are as follows: First, skin care awareness was classified into three factors: lifestyle, diet, and product use. Self-esteem was derived from three factors: appearance, interpersonal relationships, and attitude. Second, skin care awareness was found to significantly affect appearance, interpersonal relationships, and attitude. In summary of the above results, skin care awareness was confirmed through empirical analysis as an important factor in determining self-esteem.