To establish the design methodology of skin care products with good application feeling based on physical evidence, the correlation between rheological and sensory properties of skin care products was examined. To clarify the effect of surface properties of skin, fluidity tests were performed using glass plate and artificial leather other than skin. The results of fluidity test showed a strong correlation with the results of sensory evaluation for each substrate. To evaluate the surface free energy of skin care properties and substrates, contact angles were measured. Application feeling was excellent when hydrophilic-oleophilic property of skin care product was similar to that of substrate. It was found that the application feeling of skin care product depends not only on the viscoelasticity of itself, but also on the surface free energy of substrate and skin care product.