This study analyzes the effects of beauty consumers’ personal color recognition on purchasing criteria and purchasing behavior among female college students. A questionnaire survey was conducted on female college students living in Seoul, and a total of 284 copies were analyzed. The study used the SPSS 23.0 program for the data analysis. The results are summarized as follows. First, the factors of personal color recognition of beauty consumers consisted of direct recognition, preference recognition and external advice. The purchasing criteria of color products were classified as skin compatibility, color and product, and the factors of purchasing behavior of colored products included purchasing of advertised products, purchasing products that were being recommended to them; whereas, purchasing popular products. Second, preference recognition had a positive effect on skin compatibility, and direct recognition had a positive effect on color and product. Third, external advice had a negative impact on purchasing advertised products, while preference recognition had a positive effect on the purchase of popular products. Fourth, color and product had a positive effect on purchasing advertised products. Fifth, as a result of analyzing differences by grade level, there were differences in external advice, preference recognition, skin compatibility, color, and purchase of advertising products. Through these results, it can be seen that the higher the personal color perception of beauty consumers, the more influence it had on purchasing of colored makeup. The results of the study are expected to allow beauty consumers to identify the color characteristics of personal colors, and use them for purchasing colored products and make-up. It is expected to provide useful data for the development of colored products by cosmetic companies.