Immoderate proliferation and deposition of collagen generally result in hypertrophic scars and even keloids. microRNA‐29 (miR‐29) has been proved as a crucial regulator in these pathological processes. Although mounting evidence have proved baicalein (BAI) impairs scar formation, it is still incompletely understood whether miR‐29 participated in the underlying mechanism. In the present study, NIH‐3T3 cells were stimulated with BAI, and then cell viability was analyzed by cell counting kit‐8 (CCK‐8) and Western blot. We further analyzed total soluble collagen, collagen 1, and alpha‐smooth muscle actin (α‐SMA) in NIH‐3T3 cells, which were exposed to transforming growth factor beta 1 (TGF‐β1)/BAI, using a Sircol assay kit, quantitative reverse transcription‐PCR (qRT‐PCR) and Western blot, respectively. Besides, the miR‐29 inhibitor was transduced and its transfection efficiency was verified by qRT‐PCR. Finally, the phosphorylated p38 mitogen‐activated protein kinase (p38MAPK) and c‐Jun N‐terminal kinase (JNK) were examined by Western blot. BAI effectively retarded NIH‐3T3 proliferation in a dose‐dependent manner. Besides, TGF‐β1‐induced deposition of total soluble collagen and synthesis of collagen 1 and α‐SMA were repressed by BAI at mRNA and protein levels. However, miR‐29 inhibitor reversed the effects of BAI. Remarkably, BAI promoted phosphorylated expression of p38MAPK and JNK while miR‐29 inhibitor reversed its effects on the phosphorylated expression of p38MAPK and JNK. BAI effectively weakened the cell viability and repressed TGF‐β1‐induced total soluble collagen as well as collagen 1 and α‐SMA by upregulating miR‐29. Mechanically, BAI activates the p38MAPK/JNK pathway by promoting miR‐29.