The flow properties of three cholesteryl esters have been studied in both their liquid crystal and isotropic ranges. Tests were made with low‐shear capillary viscometers and with a high‐shear rotational concentric cylinder instrument. Measurements on cholesteryl acetate are compared with relative viscosities given by Ostwald. Ostwald's viscosity data on cholesteryl propionate and butyrate are reevaluated. New flow data are also given for cholesteryl palmitate and stearate. Viscosity and flow activation energy are reported as a function of temperature, shear, and ester molecular weight. Results indicate that all cholesteryl esters show Newtonian flow in their isotropic states and non‐Newtonian flow in their respective cholesteric liquid crystal phases. New transition temperature and density data are also given for the three esters. These values and earlier density data for the benzoate ester are discussed in terms of the aggregate size of liquid crystals. Comparisons are made between the major types of mesophase.