The purpose of this study is to raise awareness of cosmetics and improve product satisfaction by developing differentiated products that meet changing environmental factors and consumers’ desires, and marketing strategies considering consumers’ purchasing tendencies. The research subjects targeted adults women at the ages 20 and more in Seoul, Gyeonggi, Gangwon, and Daegu region. The results of this study are like below. First, women in their 40s had more brand orientation and women in their 50s or older had more economic orientation due to their demographic characteristics. Unmarried women had more convenience items, more fashionable items, and more purposefulness. Second, the results of the use and purchasing of cleansing cosmetics were mostly obtained by the internet, and most of them were buying cosmetics. The reason for choosing the purchase place was that the product purchase was convenient. Third, the skin care and cosmetic behavior according to the benefit of cleansing cosmetics was low in the skin care interest of the women who were economically oriented, and the convenience seeking woman usually used sunscreen in the basic cosmetics. In the above results, the benefits of the cleansing cosmetics have a close relationship with consumers’ purchasing behavior. Therefore, companies should develop/ release customized products that reflect the needs of consumers by subdividing groups according to customers’ purchasing tendencies.