Background <p>Women’s rate of personal and cosmetic care product use have increased with the societal increases in social appearance anxiety, fear of negative evaluation, and body image concerns.</p> Aims <p>The purpose of this study is to determine social appearance anxiety, fear of negative evaluation and body image and the use of personal care and cosmetic products during pregnancy.</p> Methods <p>This study used a cross-sectional, correlational and descriptive design. It was conducted with pregnant women who sought treatment in the gynecology outpatient clinics of a state hospital. The sample of the study consisted of 378 pregnant women. Data were collected through the Personal Information Form, the Social Appearance Anxiety Scale (SAAS), the Fear of Negative Evaluation Scale (FNES), and the Body Image Concerns during Pregnancy Scale (BICDPS).</p> Results <p>One out of every five pregnant women in this study changed the personal care/cosmetic product they used after learning about their pregnancy. The number of personal care and cosmetic products used was found to increase with the increase in the BICDPS avoidance and social concerns, concerns about weight gain, and concerns about the future sub-scales mean scores (<i>p</i> &lt; 0.05). In addition, the increase in BICDPS concerns about weight gain and concerns about the future sub-scale mean scores and the increase in FNES mean scores indicated an increase in the number of cosmetic products (<i>p</i> &lt; 0.05). SAAS mean score was found to increase with the increase in the number of personal care products used (<i>p</i> &lt; 0.05).</p> Conclusion <p>This study found that pregnant women’s rate of personal and cosmetic care product use increased with the increase in social appearance anxiety, fear of negative evaluation, and body image concerns.</p> Implication for the profession and/or patient care <p>Gynecology nurses can identify the use of cosmetics and personal care products during pregnancy and reduce the use of these products.</p>