New conditions in the global market require the recognition of diversity, adaptation and application of business practices that will simultaneously make a profit and reduce the negative impact on the environment and society. More and more leaders and managers are realizing that profit based solely on making a profit can no longer be the primary goal of a business. Although profit is a completely legitimate and important purpose of a company's business, consumers and society are increasingly demanding that profit itself not be the goal that will justify all the means to achieve it. Profit is important, but as long as it is earned in a socially acceptable and responsible way. For these reasons, the number of companies has increased, in almost all industries, which implement social responsibility as an important component of business in their strategies. The cosmetics industry as a significant part of the global industry today is characterized by strong competition, constant growth of new cosmetic products, increased investment and adaptation to environmentally conscious customers who increasingly use products with minimal impact on environmental pollution. Corporate social responsibility (CSR) plays a significant role in the cosmetics industry because consumers use cosmetics that not only represent a lifestyle, but can also affect their health. Social responsibility in the cosmetics industry refers to the implementation of those business strategies that care about natural resources, development of new technologies, banning animal testing, recycling, helping the community, reducing pollution and creating those products that will satisfy more demanding and aware consumers. CSR creates a number of advantages that set a company apart from other companies in the same industry and gives it greater visibility and competitiveness. This graduate paper analyses socially responsible businesses and key components in the cosmetics industry and the application of business activities on selected companies. The selected companies are Henkel, Procter & Gamble (P&G) and Lush Cosmetics, and for the purpose of the research, their sustainability strategies were analyzed according to their official websites. The aim of the research is to determine how citizens perceive the concept of socially responsible business, which in their opinion is the most important criterion that socially responsible companies should meet and whether they believe that selected companies in the cosmetics industry really practice CSR.