Abstract This study focuses on the newly created online shopping platform for cosmetics and skincare, and based on the perceived value theory and rational behavior theory. It constructs a mechanism model between platform satisfaction, customer perceived value, and personal subjective willingness. It also conducts regression analysis on the collected 540 sample data and finds that: platform satisfaction will have an impact on the willingness to use the new platform, and customer perceived value and individual subjective willingness play a mediating role. In addition, after empirical testing, it finds that: platform use cost has a higher impact on the willingness to use the new platform than platform use risk. Customer-perceived value plays a higher mediating role than individual subjective willingness. These conclusions can provide practical reference for the construction of new cosmetics and skincare platforms as well as the reform and innovation of traditional cosmetics and skincare platforms.