This research delves into the rapidly evolving green cosmetics landscape in India, offering a comprehensive analysis of market trends, challenges, and future opportunities within this growing sector. Green cosmetics, defined by their use of natural ingredients, eco-friendly packaging, and sustainable production methods, are increasingly gaining traction among Indian consumers. This shift is driven by heightened environmental consciousness, health-related concerns, and a broader cultural movement toward sustainability. The study identifies several key trends shaping the sector, including rising urban consumer adoption rates, diversification of product ranges by multinational and local brands, and growing investments in research and development for sustainable formulations. Urban adoption has surged significantly, with nearly 38% of urban consumers purchasing green cosmetics in the last six months compared to an estimated 12-15% five years ago. Skincare remains the dominant category, accounting for 62% of purchases among green cosmetic users, followed by hair care (41%), colour cosmetics (27%), and personal hygiene products (22%). Younger demographics are leading this transition, with 47% of consumers under 30 regularly opting for eco-friendly beauty products compared to 31% among those aged 30-45 and only 18% for those above 45 years. Despite these promising trends, the sector faces notable challenges. Premium pricing continues to be a significant barrier, with 67% of non-users citing cost as the primary deterrent. Supply chain complexities further exacerbate availability issues in semi-urban and rural markets, where specialized retail options remain scarce. Limited consumer awareness also poses a challenge; while 73% of postgraduates demonstrate a comprehensive understanding of green cosmetic concepts such as "organic" and "cruelty-free," awareness drops to 45% among undergraduates and only 28% among high school graduates. Regulatory inconsistencies further complicate market dynamics by allowing vague sustainability claims that undermine consumer trust. In conclusion, India’s green cosmetics market represents a dynamic sector undergoing significant transformation fuelled by changing consumer values, technological advancements, and global sustainability movements. While substantial challenges remain—ranging from premium pricing barriers to regulatory inconsistencies—the underlying trends indicate robust growth potential as industry stakeholders adapt their strategies to address these issues. As this evolution progresses, green cosmetics are poised to transition from niche alternatives to mainstream options within India's diverse beauty market. This research provides actionable insights for manufacturers, retailers, policymakers, and other stakeholders seeking to navigate this transformative landscape effectively while driving sustainable growth in India's beauty industry.