This research investigated how sustainability strategies adopted by cosmetics companies influence consumers purchasing decisions, analyzing perceptions, priorities, and levels of trust associated with sustainable practices. After analyzing the data, it was revealed that factors such as trust, clarity of communication, perceived impact of ingredients, transparency, and digital influence play a central role in the decision-making process, highlighting the weight of social media as the main channel of information and persuasion. The relevance of sustainable packaging as a symbolic and communicational element was also observed, as well as the growing importance of values such as cruelty-free and environmental responsibility. The conclusions indicate that sustainability, when perceived as authentic, integrated into the product, and communicated clearly, truly enhances purchase intention. In the final chapter, the study offers recommendations for future research, especially in deepening the relationship between digital influence and sustainability and suggests studies with larger and more diverse samples to better represent the universe of cosmetics consumers in Brazil.