Ethical consumption is considered one of the key issues of the early twenty‐first century, and the demand for natural and chemical‐free products has continued to grow. This study aims to explore consumers' perceptions of ethical cosmetics during the COVID‐19 pandemic; measuring the self‐dimensions that influence their opinions on the potential benefits of healthy cosmetics and measuring these impacts on purchase intention and purchase recommendation. A survey of 483 qualified respondents was conducted through a market research company. The research model, which mobilized constructs drawn from the literature, was analyzed using a partial least square approach via SmartPLS3.3.9 software. Our results demonstrate the direct impact of brand social responsibility (BSR), personal‐positive (PP), and social‐positive (SP) on word‐of‐mouth (WOM). The influence of self‐association on PP is validated but rejected for SP. We show that extended‐self has a direct effect on PP but not on SP, while self‐design has an impact on both variables. Finally, the variables SP, PP, and BSR have a direct impact on the intention to buy healthy cosmetics but not on the WOM construct. As such, this study contributes to the literature on the perception of ethical/healthy cosmetics and consumer behavior and perceptions.