In this article, key factors that contribute to the successful diffusion of sustainable innovations are explored in the cosmetic industry. Through case studies and surveys, obstacles and challenges facing cosmetic companies that either start as a sustainable cosmetic company or decides to include sustainable cosmetics in its product portfolio are discussed. Suggestions for those companies to not only survive but also thrive in an already saturated cosmetic product industry are provided. They include strategies that help cosmetic companies to better integrate sustainability into the core of their business strategies and managerial operations. Based on insights gained from the literature review and case studies, three main successful factors-customer education, company image building, and establishing strategic alliance are identified and illustrated in details.