The aim of the research is to investigate the relationship between brand image and profitability in the case of a cosmetics and skincare store. This research focuses on what effect brand image can have on a store’s economic income, from three aspects. A qualitative method was used to gain information, A questionnaire is the most important research form in this research project. Brand image is an external manifestation of enterprise spiritual culture; the intangible assets of an enterprise, so the store should establish a high degree of brand image. Based on the research result, brand image could be enhanced by strengthening brand management, optimising brand design and attaching importance to product and service quality.