This study investigated the influence of Generation MZ's perception of personal color on their intention to purchase color cosmetics. A self-administered online survey was conducted targeting Generation MZ(born between 1980 and 2005) residing in Daejeon Metropolitan City, Sejong Special Self-Governing City, South and North Chungcheong Provinces, and other regions. The collected data were analyzed using the statistical program SPSS 29.0. The research results are as follows. First, regarding the general characteristics of the research subjects, females(76.5%) outnumbered males(23.5%). By age group, Generation Z(65.9%) was the largest group, followed by Generation M(34.1%). The largest proportions were unmarried individuals, students as occupation, and those with a monthly average income below 1 million won. The most common amount spent on color cosmetics was under 50,000 won, and Daejeon Metropolitan City had the highest number of respondents. Second, analysis of personal color recognition and purchase intent based on general characteristics revealed that women, married individuals, professionals, and those spending between 50,000 and 100,000 won monthly on color cosmetics demonstrated higher overall recognition. Regarding purchase intent, Generation Z, unmarried individuals, students, and low-income groups showed higher tendencies influenced by economic, social, and personal factors. Third, correlation analysis was conducted to examine the relationship between personal color recognition and selection intent. The results showed that the sub-domains of personal color recognition―direct recognition(r=.414, p<.01) and perceived necessity(r=.504, p<.01)―had a positive(+) correlation with selection intent. It was confirmed that the higher the direct recognition and perceived necessity among the MZ generation, the higher their intention to choose color cosmetics. Personal color recognition was found to have a significant influence on the intention to choose color cosmetics.