To identify the ways of promoting cosmetics sales of the independent skin beauty shop for its management strategy, the survey was carried out from January 11, 2010 to February 10, 2010 targeting on 400 middle-aged women over 40 years old who resided in Daegu, and as the result of 395 data finally analysed, the information aquisition about the cosmetics was by family, friends, and acquaintances, including that the domestic brand was preferred, and the purchasing place of the highest reliability was department store, but its cosmetics discount corner was the most place of purchasing. The reason why consumers purchase the cosmetics at the independent skin beauty shop was that it diagnosed the skin type exactly and the opposite reason why consumers don't purchase the cosmetics was the unsatisfaction about its price and service. It turned out that sorts of essence having the function of elasticity and wrinkle were mostly considered for purchasing, and they responded that they wanted to firstly purchase the whitening product and product mixed with more than 2 functions. In home care, they responded that the mask sheet pack was the most effective, and as long as the function was excellent, they highly tended to purchase it in spite of the financial burden(49.7%). In purchasing the cosmetics, the degree of sufficient oral explanation about ingredients, function and effect turned out to be an important factor, and beauty material and beauty diet product were also preferred to purchase at the independent beauty shop. As a result, this study is suggested as the basic data to build up themanagement plan for promoting cosmetics sales of the independent beauty shop by developing the service item in levels under the purchasing degree, and by a systematic, thorough and regular product education for the staff, equipping the products with a good brand image that the reasonable price and effects are proved for the cosmetics sales strategy of the independent beauty shop.