While various changes to lifestyles have occurred worldwide due to the recent COVID19 pandemic, the untact consumer culture has spread and the e-commerce market using social media following rapid development of the Internet and IC technologies has led to innovative expansion of online stores. This has resulted in rapid growth of beauty live commerce channels. Therefore, the current study was conducted in order to identify the characteristics of beauty live commerce perceived by consumers and to examine their effects on consumer loyalty and intention to repurchase. An online survey was conducted in order to collect information from 350 males and females in their 20s-30s. According to the results, among the subfactors of beauty live commerce, information·expertise, interactivity, economic value, entertainment, and convenience had a statistically significant impact on loyalty and intention to repurchase. The study is significant as it provides fundamental information for use by beauty-related companies distinguished marketing strategies.