DOI: https://doi.org/10.52131/pjhss.2022.1004.0310 1569 eISSN: 2415-007X Pakistan Journal of Humanities and Social Sciences Volume 10, Number 4, 2022, Pages 1569– 1577 Journal Homepage: https://journals.internationalrasd.org/index.php/pjhss Performance of the Cosmetics Industry from the Perspective of Corporate Social Responsibility and Circular Economy: A Cross‐Cultural Current Challenges Faced In the Cosmetics Industry Maryam Khokhar 1, Anila Devi 2 , Mehtab Begum Siddiqui 3 , Azeem Akhtar Bhatti 4 1 Assistant Professor, Department of Business Studies, Bahria University, Karachi Campus, Pakistan. Email: maryamkhokhar60@gmail.com 2 Assistant Professor, Department of Business Administration, Benazir Bhutto Shaheed University Lyari, Karachi, Pakistan. Email: anilalakhani7@gmail.com 3 Assistant Professor, Institute of commerce and Management, University of Sindh, Jamshoro, Pakistan. Email: mehtab@usindh.edu.pk 4 Assistant Professor, Department of commerce, Sindh University Laar campus Badin, Pakistan. Email: azeem.bhatti@usindh.edu.pk ARTICLE INFO ABSTRACT Article History: Received: September 02, 2022 Revised: December 24, 2022 Accepted: December 24, 2022 Available Online: December 31, 2022 The makeup industry is a well-known and fast-progressing industry around the world however; they are from a time facing problems. As makeup industries are evolving there is quite an amount of setback and scandals too that they have to face because of the increasing feminine point of view, changes in mindsets, generation change, discouraging advertisement old strategies, increase in offensiveness, and the most horrified one increasing of chemicals that harm. This irresponsibleness had started to put a publicity burden and lawsuits on their shoulders too. This study adopted a questionnaire with a valid sample size of 93. Through SPSS (Statistical Package for the Social Sciences), the tests for normality, validity, correlation, exploratory factor analysis, and regression analysis were conducted. The study found that the product, placement, branding, physical evidence, perspective from makeup users, and usefulness of the advertising content, all have and negative impact on the makeup industry. The study has validated all the results. We also find that the usefulness of advertising content plays an important moderating role in the relationships between product offerings as destination and make-up society. The makeup industry will benefit from the findings of this study in developing beneficial strategies for the promotion of makeup usage, which can be used in future studies as well. Keywords: Make Usage Problems Product Placement Harmful Chemicals Usefulness of Advertising Content Physical Evidence Makeup Users Perspective Funding: This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. © 2022 The Authors, Published by iRASD. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non- Commercial License Corresponding Author’s Email: maryamkhokhar60@gmail.com 1. Introduction The term “makeup” means to enhance your looks by using some makeup products that alter your features to make you look bold. There are different types of makeup users some apply makeup for their own sake of happiness or some apply because of societal peer pressure or in complex (Kolling, Ribeiro and de Medeiros, 2022). According to research, women apply makeup for mainly two purposes. The first type known as Camouflage. It is used women who are especially worried or insecure in their looks and sometimes use cosmetics to hide their feelings (Oliveira et al., 2022). On the other hand, the second type called as Seduction. It is a type in which women wants to look more attractive and sociably noticeable (Khokhar et al., no date). Actually, few people are familiar with this concept that beauty is about being comfortable in your own skin, since application of makeup or no makeup does not change a person from the inside (Oliveira et al., 2022). Makeup products are not only limited to women, but it can be used by men as well because everyone is free to enhance their looks and feel good about themselves. Makeup can also be used to express ones-self and everyone is free to