The market of natural cosmetics is becoming more developed and attracts an increasing number of customers, but also manufacturers. The competition is growing, and many of the competitors are investing heavily in innovation. New products are also a certain imperative since the needs and desires of consumers are not static. New market trends are emerging, as well as the motives for which an increasing number of customers decide to use natural cosmetics. In Croatia, there is still insufficient awareness of organic products among consumers and producers. Manufacturers are not informed about the advantages of such plasma production in the European and world markets. The number of consumers and producers of natural cosmetics is growing every day. This paper will present the problems, risks, challenges of introducing new products to the market, but also the advantages of using natural products in the application of the Alverde brand. Alverde is dm’s brand of natural cosmetics that has been on the market for over 30 years. It guarantees quality, has not been tested on animals and does not contain ingredients based on mineral oils or purely synthetic fragrances, dyes or preservatives. This brand provides a wide range of products such as: facial cleansing and care, hair care, sun protection and care after sun exposure, baby products, shower gels, a special line of products for men and the like. Most of the products are labeled "Vegan", which dm guarantees that Alverde's products do not contain substances of animal origin. Alverde brands are at the top of the list of recycling and environmental priorities.