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This study investigates the role of envy on consumer behavior, focus on the antecedents and consequences of envy, in the cosmetology industry. Reviewing previous studies on envy, we carry out a study by dividing envy into benign envy and malicious envy. Self-esteem and distributive justice are found important factors as the antecedents of envy and construct a research model by selecting consumers' buying intention as the consequence of envy. The research model is verified through structure equation model by the survey results of 300 people and as a result, self-esteem is found to have a negative relation both on benign envy and malicious envy and distributive Justice is found to have a positive effect both on benign envy and malicious envy. Also, both Benign Envy and Malicious Envy are found to have a positive effect on customers' buying intention. Through results of this study, we suggest effective marketing activities with a focus on envy in the cosmetology industry and propose a future research direction for envy. [ABSTRACT FROM AUTHOR]