This paper investigates how a beauty business within Indonesia, Sociolla, executes their social media marketing strategy to promote environmental sustainability. Academics from various disciplinary sectors, as well as customers and organizations within the cosmetics industry, are becoming increasingly interested in sustainability. Attention to this problem has increased due to growing worries about cosmetics' safety, unfair trade effects on society and the environment, and environmental effects (Bom et al., 2019). The methodology used in this study is qualitative, and it is based on personal content analysis research. This study also seeks to determine, from the standpoint of social marketing theory, the power of marketing through the minds of a beauty brand.