This study employed an integrative approach by analyzing data collected through ethnographic interviews, focus group interviews, and survey research to achieve an in-depth understanding of women's desire for cosmetics use and their related consumption behavior. The integrative approach here means that various research methods were employed and their results were synthesized and described. Specifically, ethnographic interviews were first conducted to gain a general understanding of consumers' consumption experiences, followed by focus group interviews to compare differences across age groups, and then a survey was conducted to test the tentative hypotheses and models derived from these earlier results. Through this integrative data collection approach, this study identified the scope of women's cosmetics use and types of cosmetic behavior, values pursued in the cosmetics purchasing process, the complexity of consumers' brand selection processes, and changes in cosmetics use and consumption experiences across women's life cycle stages as major themes. The study provided in-depth descriptions of these topics, organized the unique characteristics of the cosmetics market based on the findings, and discussed their implications.