This study analyzes the influence of ESG (environmental, social, and governance) practices on consumer behavior, focusing on Natura s marketing campaigns, a company widely recognized for its commitment to sustainability. Using a mixed-methods approach, qualitative interviews were conducted with brand consultants and a quantitative survey was administered to understand consumer perceptions of sustainability and social responsibility in the cosmetics sector. The results indicate that, while sustainability is valued, factors such as quality and cost-benefit are decisive at the time of purchase. The study reveals the need for adapted communication strategies that highlight the environmental and social impacts of ESG practices as direct benefits to consumers, aiming to strengthen brand recall and customer loyalty.