This proposed research aims to investigate consumer perceptions of "Made in India" versus foreign cosmetic brands, focusing on product quality, pricing, and the influence of ethical and sustainable manufacturing practices. Statistical analyses, including ANOVA and Chi-Square contingency tests, will be utilized to assess consumer attitudes and preferences. Anticipated findings may reveal significant differences in consumer perceptions between the two brand categories, emphasizing the impact of brand origin on decision-making. Furthermore, it is hypothesized that ethical and sustainable manufacturing practices will significantly influence consumer perceptions, reflecting a growing awareness of environmental and social concerns. This study seeks to highlight the importance of transparency, ethical sourcing, and eco-friendly practices for building consumer trust in the cosmetic industry. The research aims to provide valuable insights to guide industry stakeholders and foster innovation towards a more sustainable and consumer-centric cosmetic industry landscape.