As an excellent traditional medicine resource in China, Chinese herbal medicine in cosmetics is helpful to stimulate the original advantages of traditional Chinese medicine. In recent years, the state attaches great importance to the development of Chinese herbal medicine, and encourages the need for inheritance and innovation of Chinese herbal medicine in the new era. Under the grand background of promoting healthy China, we should practice health preservation, understand beauty and prevent disease, and pass on the traditional beauty and health preservation of Chinese herbal medicine. Therefore, this paper mainly expounds the application value, principles and enlightenment of Chinese herbal medicine in cosmetics, and analyzes the marketing effect of Chinese herbal medicine in cosmetics, aiming at promoting Chinese medicine culture and promoting the development of Chinese medicine products on the basis of "inheriting tradition and keeping innovation".