During the 1960s, groups of activists began to advocate the general acceptance of social responsibility, and this period is considered as a significant step in the development of social responsibility in general. Customers are increasingly turning to ethical consumerism and ethical consumption is one of the most important issues today. Environmental changes and customer awareness of CSR have created a new consumer segment. Marketing has also adapted to this segment, creating a new activity - green marketing. The 21st century corporate code of ethics is becoming "green". Climate change, environmental issues and social problems are major challenges for future generations. Despite the explosive growth, the cosmetics industry is going through many controversies as in the last few years customers have been calling on cosmetic brands to stop animal testing and apply ethical work standards. Conscious consumerism has led to a new market niche and an increase in demand for vegan and cruelty-free products. When buying cosmetics, it is important to identify false information that some companies provide in order to deceive customers (greenwashing). The empirical part of this paper referred to the conduct of animal testing of cosmetics. The fact is that animals around the world are being exploited and killed in inhumane ways during skin and eye irritation tests. These tests cause significant pain, blindness, internal bleeding, organ damage, and death. Almost without exception, companies can choose whether to test on animals or not. Such testing could certainly be omitted by using alternative methods that include developed technologies and advanced ingredient safety tests. In 2013, the European Union passed a ban on the sale of cosmetic products or ingredients that have been subjected to animal testing. Europe then became a leader in this area and its cruelty-free regulatory framework served as a model for many other countries in the world.