Concern for the environment has become something increasingly discussed. Every day, we see more people worried about how much their choices impact, and a lot, the environment. For this reason, we see a growing number of brands concerned with making sustainable products available to their consumers, with natural raw materials and with the least possible environmental impact. Natural cosmetics brands stand out in the market, which seek, through environmental marketing strategies, to offer quality products that are both natural and of low socio environmental impact. The present study aims to understand the influence of environmental marketing adopted by Simple Organic, a natural cosmetics brand, in the contemporary consumer s purchase decision making.