A skin beauty evaluation method for imaging an object such as human face to obtain digital image data, extracting data on a mirror reflection light component of each pixel from the digital image data and evaluating the skin sheen and skin beauty by using this. A simulation image obtaining method is also disclosed.By using these methods, it is possible to objectively evaluate the skin sheen and beauty which have been conventionally evaluated only subjectively. Thus, the methods are useful for development of a new skin cosmetic material.Moreover, by using a polarized light source, a digital camera to which polarization filter can be attached and a computer having a predetermined calculation or analysis equation, it is possible to easily evaluate the customer skin sheen and beauty and perform simulation of the face state of a test subject after improvement of the skin state or makeup. Accordingly, the methods are also hopeful for promoting sale of cosmetics at the cosmetic counter of a department store, or at a cosmetic store or a drug store.