The purpose of this study is to investigate the relationship between beauty care behaviors and skin care shops selection properties according to demographic characteristics and to analyze the influence of beauty care behaviors on skin care salon selection attributes and to explore applications in the skin care industry. As a research method, a questionnaire was used for women in their 30s to 60s. The questionnaire consisted of beauty care behavior, skin care shops selection properties, and demographic variables, and frequencies, percentages, and means were calculated to determine the demographic characteristics of the research subjects. Analysis of variance and Scheffe's post hoc analysis were conducted to examine demographic differences in beauty care behavior and skin care shops selection properties, and correlation analysis and multiple regression analysis were conducted to determine causal relationships. As a result of examining beauty care behaviors and skin care shops selection properties according to demographic characteristics and identifying the influence of beauty care behaviors on skin care shops selection properties, it was found that the higher the cost of appearance care and average income, the more beauty care behaviors, and the more time and income they have, the more willing they are to choose a skin care shops. Those who engage in body shape management behaviors are less likely to choose a skin care shops, while those who invest time and money in skin and beauty products such as cosmetics and engage in nail and hair care behaviors are more likely to choose a skin care shops. These results suggest that companies should strive to maintain consumers' interest in beauty by actively providing information on beauty care behaviors online and offline, and can be used as a basis for establishing marketing strategies that influence skin care shops selection based on demographic characteristics and beauty care behavior.