Names play important roles in Chinese culture; people often obtain their first impression of others by interpreting their names. As “feminine qualities” are favored in the naming of girls, many females receive names with implications of beauty in China. How do these names impact the life of Chinese females? In this paper, which uses survey data from 314 Chinese female as a sample, we tested the impact of beauty in a name on people’s consumption decisions in the body image market. According to the results of a ordinary linear regression, we found that a direct implication of beauty in names results in an increase of 9.51k CNY in appearance improvement consumption on average, which is approximately 43% of the average spending in appearance improvement in our sample.. Additionally, with mediation analysis, we found that this impact is partly caused by the Chinese culture in which people obtain impressions of others through their given names.