The aim of this paper was to explain the theory and historical development of the concept of sustainable development on the example of the brand 757 NATURAL COSMETICS. Theoretical analysis included definitions and terminology of sustainable development and its components and principles. The definitions were dynamic and different, but all have an emphasis on sustainable development. Sustainable development involves a variety of actors, such as employees, shareholders, suppliers, the local community, civil society organizations, government bodies, scientific institutions and other social groups. Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their needs. Corporate sustainability is a version of sustainable development in companies, so sustainable development and socially responsible business complement each other. The third chapter is dedicated to the analysis of examples of the selected brand 757 NATURAL COSMETICS, which is guided by the principles of sustainable development through social responsibility in the economic, social and environmental (environmental) component. The 757 Natural Cosmetics brand has demonstrated a voluntary approach to sustainable development and is socially responsible in all areas. The fourth chapter is based on the analysis of the competition, the L’ADRIA brand and their way of implementing the principles of sustainable development in business. The problem of this paper talks about how more and more companies are reaching for the implementation of sustainable development in their business, but the onslaught of consumers. Promoting sustainable business in order to attract more customers creates a negative effect and a bad image of the company. In the concrete example of brand analysis 757 NATURAL COSMETICS and L’ADRIA we can say that this is not the case, but of course there are many brands and companies that do it intentionally while some do it accidentally due to ignorance and lack of information. It is important that all companies strive to implement the principles of sustainable development in their businesses as much as possible.