This paper introduces an effective methodology for reliability-based design optimization of electromagnetic products, where a performance measure approach is adopted to accurately assess probabilistic constrains. Two design problems consisting of a loudspeaker and a superconducting magnetic energy storage system are considered. The efficiency of the proposed method in evaluating the failure probability of performances during the optimization process are compared with the existing method based on the reliability index approach. Moreover, in term of the accuracy of probability failure values, optimized design results are examined with reference values obtained from the Monte Carlo simulation.