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Abstract
<jats:p>This study provides a comparative analysis of marketing expenditures, R&D investments, and consumer trends in the sustainable beauty and green cosmetics sector during the 2024–2025 period, drawing exclusively on secondary data from industry reports, market research, and academic literature. The primary objective is to examine whether the growth dynamics of the sustainable cosmetics segment differ from those of the overall cosmetics industry, and to assess if a macro‑level imbalance between marketing/communication spending and R&D investment is reflected in market growth patterns. The findings reveal that while the global cosmetics market grew at an average annual rate of 7% between 2022 and 2024, with a projected slowdown to approximately 3.5–5% by 2025, the natural and organic cosmetics segment exhibited a compound annual growth rate (CAGR) of 5.4% for the 2025–2034 period. Although the sustainable segment demonstrates relatively stronger short‑term growth compared to the conventional market, its medium‑term trajectory remains below the historical peak of the overall industry. Direct, disaggregated data on marketing and R&D expenditures at the sector level are not publicly available; however, indirect indicators—such as the moderate growth of the natural/organic segment and the relatively low strategic priority assigned to sustainable packaging investments—suggest a potential decoupling between sustainability discourse and production‑based transformation. The paper concludes that sustainability in the cosmetics industry is evolving as a multidimensional, temporally extended process rather than a uniform shift, and that the credibility of green claims depends increasingly on verifiable practices, third‑party certification, and regulatory alignment. These findings underscore the need for firm‑level micro‑data analyses to further disentangle the relationship between communication strategies and genuine structural change.</jats:p>