Recent global environmental challenges have increased the demand for sustainable consumption and the use of green products around the world. One such example of green product is green cosmetics. The cosmetic industry is widely criticized for contributing to environmental and public health hazards due to the use of toxic chemicals. As a result, the manufacturing and distribution of eco-friendly cosmetics are receiving ongoing attention from both businesses and the markets. The purpose of this study is to identify the factors that influence customers inclination to purchase natural and organic cosmetics. A thorough assessment of the literature resulted in the identification of twelve distinct criteria and by using Factor Analysis these factors were reduced into three dimensions. A hierarchy was then established and AHP was used to come up with a comprehensive list of factors along with their degree of importance. The data for this study was gathered using a quantitative research approach and a total of 156 responses were obtained using an online questionnaire promoted through e-mails and social media platforms. This study adds to the knowledge base of managers on how they can encourage the use of green cosmetics and orient their strategies to address consumers environmental concerns.