No abstract

Consumer awareness on appearance, beauty, and skincare is rising in the era of consumer behavior 4.0. This condition drives the cosmetics industry to grow rapidly, including the cosmetics start-up as one of the actors in the industry. In the face of intense competition within the industry, start-ups engaged in this business should concern green products to be able to follow the trend of consumers who concern green products. This paper aimed to describe the business model of CV Saesha Cantika and examine its concern on green products. Business Model Canvas (BMC) was applied to map the business model, and Strengths and Weakness (SW) analysis was employed to examine the business model's concern on green products. This study found that CV Saesha Cantika business model had many areas of improvement concerning green products. As a result, CV Saesha Cantika needs a strategic plan to increase the application of green products that leads to an improved quantity and quality of its cosmetic products.