It is required to understand the skin color in developing makeup cosmetics.In this study,we aimed to develop the customized BB cream color for Chinese women by understanding their skin color and color preference.It is known that Chinese women have light yellow color,and yellowness and darkening induced by age are evident for the Chinese women.Based on previous studies,we developed two colors and evaluated color preference.The result was that Chinese women preferred pinkish color to yellowish color.We applied this result to BB cream and proposed Chinese customized color.This study demonstrates that the sensuous and rational approach for satisfying color needs and expectations is beneficial in developing makeup cosmetics.