The brands in the beauty industry sometimes practice many counterfeit products so as to meet the demand of its consumers. On the other hand, suppliers practice numerous credentials to gain the competitive advantage and preference in the market. This study is a thematic analysis of the papers and articles of the theme supporting the research area. Environmentally and sustainability conscious consumer is now challenging the industry to deliver the products that are not at all harmful to themselves as well as society. Profit driven companies have been caught off guard as the dynamics are now focusing on more advanced and innovative productions and deliveries.  The study has addressed many themes that can support the analysis and has analysed the research papers from the year 2009 to 2025. Ethics in branding and greenwashing is a major concern of todays dynamics. This study underlines that the ethically driven brands have an edge in building the goodwill than the companies focusing just on profits.