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Network media played a more critical role in people's daily lives. Self-media broke through the traditional media communication mode and became the real grassroots media with its diversification and popularity of the main body. It greatly liberated the people's right to speak through its simple content expression and convenient and diversified transmission. Self-media marketing could be considered the new method was focusing on ordinary promotion ads or link ads through the Micro-blog platform, reducing the audience's resistance psychology. This paper analyzed the characteristics of self-media marketing strategies on Chengdu female purchase intention domestic beauty brands based on the influencing factors of functional value, perceived value, perceived risk, and perceived convenience of beauty brands relating to female purchase intention. The purpose of this study was to explore the demographic factors of domestic beauty brands on female consumer purchase intention based on age, education, and income groups in Chengdu; analyze the influencing factors of consumer brand value for domestic beauty brands impacting Chengdu female consumer purchase decisions, and put forward relevant suggestions for improving female consumer purchase decisions and intentions based on the effective marketing strategies of self-media promotion. Five hundreds and ten completed questionnaires of Chengdu female consumers were collected through the online WeChat platform by random sampling in July 2022. The results showed that all influencing factors impacted consumer purchase intention in domestic beauty brands through self-media promotion. Further suggestions were offered to improve the marketing strategies of the self-media environment for female consumers in domestic beauty brands' purchase satisfaction in Chengdu.