Effects of Permanent Wave Motivation on Self-Esteem and Aging Anxiety among Middle-Aged Women

Purpose: This study explored the physical and psychological changes experienced by middle-aged women in an aging society and investigated the effects of cosmetic procedures on their psychological well-being. The aim was to examine the effects of motivation for permanent wave treatment on self-esteem and aging anxiety and to identify the mediating role of self-esteem in this relationship. Methods: A survey was conducted among middle-aged women in Gwangju Metropolitan City from August 1 to 15, 2025. Of the 290 questionnaires distributed to the study participants, 283 valid responses were included in the final analysis. Data were evaluated using regression analysis and three-step mediation regression analysis in SPSS 25.0. Results: Among the treatment motivations, cosmetic enhancement, psychological restoration, and youth maintenance exerted significant positive effects on self-esteem, whereas all treatment motivation factors had significant negative effects on aging anxiety. Furthermore, higher self-esteem was associated with lower aging anxiety, and self-esteem partially mediated the relationship between treatment motivation and aging anxiety. Conclusion: For middle-aged women, hairstyles extend beyond aesthetic maintenance and serve as a psychological mechanism that promotes self-esteem and facilitates coping with aging-related stress. Therefore, the beauty industry should provide customized services that consider the psychological needs of middle-aged consumers.