diff --git a/esphome/components/esp32_ble/ble.cpp b/esphome/components/esp32_ble/ble.cpp
index ab2647b738..fc1303673f 100644
--- a/esphome/components/esp32_ble/ble.cpp
+++ b/esphome/components/esp32_ble/ble.cpp
@@ -110,6 +110,7 @@ void ESP32BLE::advertising_init_() {
 
   this->advertising_->set_scan_response(true);
   this->advertising_->set_min_preferred_interval(0x06);
+  this->advertising_->set_appearance(this->appearance_);
 }
 
 bool ESP32BLE::ble_setup_() {
diff --git a/esphome/components/esp32_ble/ble.h b/esphome/components/esp32_ble/ble.h
index ed7575f128..13ec3b6dd9 100644
--- a/esphome/components/esp32_ble/ble.h
+++ b/esphome/components/esp32_ble/ble.h
@@ -95,6 +95,7 @@ class ESP32BLE : public Component {
   void advertising_start();
   void advertising_set_service_data(const std::vector<uint8_t> &data);
   void advertising_set_manufacturer_data(const std::vector<uint8_t> &data);
+  void advertising_set_appearance(uint16_t appearance) { this->appearance_ = appearance; }
   void advertising_add_service_uuid(ESPBTUUID uuid);
   void advertising_remove_service_uuid(ESPBTUUID uuid);
   void advertising_register_raw_advertisement_callback(std::function<void(bool)> &&callback);
@@ -128,11 +129,12 @@ class ESP32BLE : public Component {
   BLEComponentState state_{BLE_COMPONENT_STATE_OFF};
 
   Queue<BLEEvent> ble_events_;
-  BLEAdvertising *advertising_;
+  BLEAdvertising *advertising_{};
   esp_ble_io_cap_t io_cap_{ESP_IO_CAP_NONE};
-  uint32_t advertising_cycle_time_;
-  bool enable_on_boot_;
+  uint32_t advertising_cycle_time_{};
+  bool enable_on_boot_{};
   optional<std::string> name_;
+  uint16_t appearance_{0};
 };
 
 // NOLINTNEXTLINE(cppcoreguidelines-avoid-non-const-global-variables)
diff --git a/esphome/components/esp32_ble/ble_advertising.h b/esphome/components/esp32_ble/ble_advertising.h
index 946e414c1d..0b2142115d 100644
--- a/esphome/components/esp32_ble/ble_advertising.h
+++ b/esphome/components/esp32_ble/ble_advertising.h
@@ -32,6 +32,7 @@ class BLEAdvertising {
   void set_scan_response(bool scan_response) { this->scan_response_ = scan_response; }
   void set_min_preferred_interval(uint16_t interval) { this->advertising_data_.min_interval = interval; }
   void set_manufacturer_data(const std::vector<uint8_t> &data);
+  void set_appearance(uint16_t appearance) { this->advertising_data_.appearance = appearance; }
   void set_service_data(const std::vector<uint8_t> &data);
   void register_raw_advertisement_callback(std::function<void(bool)> &&callback);
 
diff --git a/esphome/components/esp32_ble_server/__init__.py b/esphome/components/esp32_ble_server/__init__.py
index ab8e27ec43..0fcb5c9822 100644
--- a/esphome/components/esp32_ble_server/__init__.py
+++ b/esphome/components/esp32_ble_server/__init__.py
@@ -32,6 +32,7 @@ DEPENDENCIES = ["esp32"]
 DOMAIN = "esp32_ble_server"
 
 CONF_ADVERTISE = "advertise"
+CONF_APPEARANCE = "appearance"
 CONF_BROADCAST = "broadcast"
 CONF_CHARACTERISTICS = "characteristics"
 CONF_DESCRIPTION = "description"
@@ -421,6 +422,7 @@ CONFIG_SCHEMA = cv.Schema(
         cv.GenerateID(): cv.declare_id(BLEServer),
         cv.GenerateID(esp32_ble.CONF_BLE_ID): cv.use_id(esp32_ble.ESP32BLE),
         cv.Optional(CONF_MANUFACTURER): value_schema("string", templatable=False),
+        cv.Optional(CONF_APPEARANCE, default=0): cv.uint16_t,
         cv.Optional(CONF_MODEL): value_schema("string", templatable=False),
         cv.Optional(CONF_FIRMWARE_VERSION): value_schema("string", templatable=False),
         cv.Optional(CONF_MANUFACTURER_DATA): cv.Schema([cv.uint8_t]),
@@ -531,6 +533,7 @@ async def to_code(config):
     cg.add(parent.register_gatts_event_handler(var))
     cg.add(parent.register_ble_status_event_handler(var))
     cg.add(var.set_parent(parent))
+    cg.add(parent.advertising_set_appearance(config[CONF_APPEARANCE]))
     if CONF_MANUFACTURER_DATA in config:
         cg.add(var.set_manufacturer_data(config[CONF_MANUFACTURER_DATA]))
     for service_config in config[CONF_SERVICES]:
diff --git a/tests/components/esp32_ble_server/common.yaml b/tests/components/esp32_ble_server/common.yaml
index 696f4ea8fe..e9576a8262 100644
--- a/tests/components/esp32_ble_server/common.yaml
+++ b/tests/components/esp32_ble_server/common.yaml
@@ -2,6 +2,7 @@ esp32_ble_server:
   id: ble_server
   manufacturer_data: [0x72, 0x4, 0x00, 0x23]
   manufacturer: ESPHome
+  appearance: 0x1
   model: Test
   on_connect:
     - lambda: |-