The personal care industry primarily consists of products in the haircare, skincare, and the makeup space. These markets have gained substantial attention over the last decade for their popularity. Noted as one of the fastest growing markets globally, it has also become saturated. Not only are companies getting bigger and expanding their portfolios, but we are also seeing start-ups making names for themselves as well. One theme that is being seen in most of these companies is a green business model, one that prioritizes the environmental consciousness of the brand as a primary goal. Terms such as green, clean, and natural are just a few adjectives being used to describe existing or developing products. In response, consumers are also showing the desire to buy in to products that fall into these “green beauty” categories. While this is a positive step for greater sustainability, there is also a conflicting issue happening at the same time, a practice known as greenwashing. Greenwashing is a deceptive series of actions [or practice] that induce consumers to make a choice based on environmental principles that will provide them with better alternatives while contributing less damage to the environment. Definitions of sustainability are not harmonized across markets which leads to a lack of understanding, however as statistics show, it is an issue that is important to consumers. The aim of this paper is to study the concerns of greenwashing, environmental consumer behavior, and sustainable practices in the personal care industry and if these factors influence the manners of consumers. Over 200 individuals were surveyed across the United States of America on their purchasing decisions, their knowledge of greenwashing, and preferences around environmentally friendly products. Subsequently, the results of this collection displayed themes of consumption intention, value, loyalty and recognition as the most principal factors to consumers. Investigation demonstrated that 85% of research participants (159/187 responses) did not know what greenwashing was. However, for those who indicated that they did not know what greenwashing was and were then given the definition and followed up with a question of “Now after reading the definition, does it affect your level of concern about greenwashing in the beauty industry?” an outstanding 87% of those 159 responses agreed that they now believed greenwashing was a concern. While the United States has the Food and Drug Administration as the legislative branch overseeing the definitions of cosmetics and their purpose, the Federal Trade Commission is responsible for making sure claims are truthful and substantiated. Yet the way of measuring the “greenness” or “sustainability” for products is not a coordinated effort, leaving it up to companies to produce their own definitions and test methods. These inconsistencies could end up causing more harm in the long run if there is no standard that is implicated. Governmental intervention is imperative in the regulation of cosmetics because it holds companies and their brands accountable. While sustainability is at the forefront of our minds, and of the world, there is a necessary response needed for this call to actions and the beauty industry has a duty to promote a transparent environmental space for its’ consumers. This research benefits the academic communities in the cosmetic and environmental space as it is an under-researched area of study. The hopes are that this research paper and its’ discoveries will promote education, discussion, and further environmental exploration and standardization within the beauty industry.