In today’s fast-paced world, where the echoes of environmental consciousness and sustainability reverberates louder than ever, the pharmaceutical industry particularly the cosmetic one is witnessing a profound transformation. At the forefront of this evolution lies the emergence of “green” cosmetics – a revolutionary concept that not only embodies sustainability but also reshapes consumer perceptions and preferences in the pharmaceutical landscape. In the reality where beauty meets sustainability, this concept has captured both the industry insiders and eco-conscious consumers. Green cosmetics, often referred to as biocosmetics/ eco-cosmetics/ eco- friendly cosmetics/ or sustainable cosmetics, represent a departure from conventional beauty products by embracing natural, organic formulations, derived from renewable plant and bacteria sources. These ecofriendly alternatives not only prioritize the well-being of consumers. Beyond their botanical origins, these cosmetics promote transparency in production and packaging, striving for biodegradability and low-waste management practices. The image of green cosmetics extends far beyond mere aesthetics, tapping into a growing global consciousness surrounding sustainability. With increasing awareness of environmental degradation and the adverse effects of conventional effects on the consumer health and skin, interest in green cosmetics continues to surge. Studies have shown that individuals are increasingly drawn to products that encourage ethical sourcing, cruelty-free, vegan practices, and, minimal environmental footprint. This evolving mindset underscores the need for the cosmetic industry to embrace sustainable practices and offer products that resonate with sustainable consumers. The theory of planned behaviour has often been used by researchers to analyse the behaviour of customers in the current market. Developed by Icek Ajzen, the virtue of this theory is to analyse human behaviour regarding certain actions. According to this theory, certain factors like perceived behaviour, control, behaviour intentions, subjective norms and attitude towards the behaviour affect human actions. Against this backdrop, it is crucial to understand the significance of green cosmetics in advancing sustainability efforts within the pharmaceutical sector. Thus, this study aims to look into consumer perceptions, preferences, and purchasing behavior considering the efforts made by industries to practice sustainability.