“…The choice of business in the cosmetics industry is driven by two reasons. Firstly, the cosmetics industry is considered to be environmentally unfriendly and highly profitable (Dhir, 2017;Dhir & Mital, 2013a;Kate & Laird, 2000;Sahota, 2014;Secchi, Castellani, Collina, Mirabella, & Sala, 2016). Secondly, there are few businesses in this industry that comply with sustainable development goals and have gained a sustainable competitive advantage.…”