Globalization, climate changes, and environmental pollution have led to increased awareness of society, organizations, companies, and consumers. Concerns about the environment preservation and consumer needs for environmentally friendly products require changes in the way companies operate in means of production efficiency, product adaptation, responsible sourcing of ingredients, and better waste management. Therefore, companies are acclimating to the new way of conducting business, which encourages and shows concern for the environment. Corporate social responsibility is becoming imperative, and caring for the environment protection implicates the utilization the green marketing strategy. The paper contains an overview of the concepts of corporate social responsibility and green marketing, but also the characteristics of green consumers. Special emphasis was placed on the initiative of sustainable development in the cosmetics industry. This paper aims to investigate the impact of utilization of a green marketing strategy through the concept of corporate social responsibility in the cosmetic industry with the brand image. Empirical research seeks to examine the preferences of consumers in Croatia regarding the purchase of cosmetic products and the connection between implementing the concept of sustainable development and the image of the cosmetic brand. The sample comprises 111 respondents from Croatia, and the method used in the research is a survey. The results of the research were quantitatively analyzed. The analysis of the research results showed a positive interest in products from sustainable development, despite that numerous respondents poorly care about the impact of product consumption on the environment. It has been found out that it is important for environmentally conscious consumers who buy products from sustainable programs, that products are of good quality and safe for use and health. In addition, they assessed as important or very important the statement that the company from which they buy the product actively advocates for environmental preservation also doesn’t test products on animals, and cooperates with environmental and humanitarian organizations.