<p>Many studies have investigated the impact of a single emotion on consumers’ appearance management at the individual level. However, few studies have explored how mixed emotions affect consumers’ appearance management behavior from the comprehensive perspective of group-level and cultural norm differences.This paper examines a new dimension of awe—group awe—by integrating individuals’ group membership and awe emotions from the perspectives of group-based emotions and loose-tight culture, focusing on their impact on appearance management behaviors during the global public health events akin to the COVID-19 pandemic. The influence of group awe on appearance management behavior and cross-cultural differences from loose–tight cultural perspectives were investigated. Through three experimental studies, we found that (1) group awe reduces consumers’ self-concept clarity, promoting appearance management behavior; (2) feelings of self-smallness and self-concept clarity play a chain-mediating role in the influence of group awe on consumer appearance management behavior; and (3) the loose–tight cultural orientation of consumers moderates the influence of group awe on appearance management behavior. Only in a tight cultural context do the feelings of self-smallness generated by group awe reduce self-concept clarity, thus promoting consumers’ appearance management behavior. The research results enrich the literature on awe emotion theory and appearance management psychology at the group level. Provide practical suggestions for the marketing practices of appearance management-related industries. </p>