Sustainability-oriented innovation in the supply chain of the cosmetics industry

In recent years, the cosmetics industry has faced growing pressure to integrate sustainability across its value chain, driven by environmental concerns, evolving consumer expectations, and increased regulatory attention. This research examines sustainability-oriented innovation (SOI) within the supply chain of the cosmetics industry. Drawing on literature, expert interviews, and expert-based multi-criteria decision-making (MCDM) evaluation using the Best-Worst Method (BWM) and Fuzzy BWM, the study developed and validated a framework to identify and rank the key criteria influencing SOI adoption. The findings, derived from expert evaluations, indicate that sustainable practices and initiatives, joint effort and coordination among supply chain partners, and top management commitment are the highest-impact factors. This study provides actionable insights for industry leaders seeking to enhance collaboration, strategic alignment, and sustainable transformation across supply networks. The proposed framework contributes to sustainability scholarship and supports managerial decision-making in the cosmetics sector.