Two studies provided evidence that people hide their negative evaluations of their romantic partner's physical attractiveness. This pattern was found using self‐reports of concealment (Study 1) and a behavioral observation measure (Study 2). Participants who engaged in this deception also exhibited elevated speech disfluencies, which is a deception cue. Moderators of concealment were examined. Concealment was especially pronounced for participants high in care for the partner's welfare (Studies 1 and 2), low in commitment (Studies 1 and 2), and high in attractiveness ideals (Study 2). Results suggest that people use deception to regulate their romantic partner's feelings, but that long‐term orientation or desire to maintain closeness may curtail use of this strategy.