Due to excessive chemical use, India's rising economy is currently dealing with numerous environmental issues. The ecosystem has been impacted by this growth spike as seen in various areas in India, leading to numerous anomalies. Pollutants in the environment have had an impact on both the atmosphere and people's health. Health hazards related to the intake of artificial, non-green goods and how they interact with the human body are a subject of growing concern. Numerous skin and hair diseases are the outcome of this.

The rapid environmental change has helped people understand how important it is to be "Organic" and "Natural." The use of renewable strategies is essential for sustainable development. The current consumer has a very different mindset now than they did in the past, which is in line with the changes in the corporate environment. The purchasing behavior for cosmetics today reflects how consumers are evolving into more informed ones.

This paper makes an effort to discover the aspects that influence customer decisions to buy eco-friendly cosmetics. The study employed a structured survey of 150 participants from Kolkata and suburban areas. The study looks on the correlation between significant factors for respondents who reside in this region. It aims to highlight the different difficulties consumers have while switching from conventional to eco-friendly cosmetics. Through thorough analysis, improvements can be made by marketers to better segment, target, and motivate their highly diverse client group.