A new simultaneous reaction and separation process using a simulated moving-bed apparatus was proposed. beta-Phenethyl acetate was produced from acetic acid and beta-phenethyl alcohol. Proton-type ion-exchange resin was used both as a catalyst and as an adsorbent for chromatography By application of the simulated moving-bed reactor, the esterification conversion was increased to more than 99%, far beyond the equilibrium conversion of 63%. Experimental and numerical simulation results were in good agreement. It was proved that flow rates and temperature were the most important factors to achieve almost 100% conversion.