The aim of this research was to examine the habits of consumers regarding natural cosmetics based on bee products and to determine the organizational, financial and marketing aspects of the production and sale of cosmetic preparations based on bee products. Cosmetics based on bee products have the popular name apicosmetics. A consumer survey and a survey of natural cosmetics manufacturers was conducted through a questionnaire. The data show that consumers are familiar with cosmetics based on bee products and would like to use it. Starting the production of cosmetics initially requires greater financial resources, but this investment could be profitable in the long run if we offer consumers quality products. In the production of cosmetics, it is important to respect the principles of a good manufacturing practice and to produce cosmetics in accordance with laws and regulations. Cosmetics can be produced in our own laboratory or in a service laboratory for cosmetics production. About HRK 75,000 is needed to equip your own production plant. The price of production of one finished cosmetic product in our own production plant ranges from 5 kn/pc, while the price in the service laboratory for the same product is 16-22 kn/pc. The price of laboratory tests and accompanying documentation for one cosmetic product is around 9,000 kn. Although the initial production costs are high, with an adequate marketing strategy, the production of cosmetics based on bee products could be a very lucrative business, i.e. a source of income for beekeepers who have faced a shortage of honey in recent years due to adverse weather conditions. A new direction in beekeeping, such as the production of apicosmetics, can significantly contribute to the preservation of bees in our area and the expansion of beekeeping. In this way, the employment of the local population is also encouraged. It is important to emphasize the importance of educating beekeepers and cosmetics manufacturers, because only through constant improvement is it possible to develop quality products that will successfully compete in the market.