Organic cosmetics are ubiquitous in media, with an always positive green image. However, the sector is valued at 3% of the overall cosmetics market, and its growth prospects are low. The large groups are currently losing money with their organic brands, going sometimes up to giving up, as Clarins did with Kibio. As for the “small” brands, there are plenty that suffer to the point they are seeking a buyer more than looking for new markets. Why do the organic cosmetics not find their customers? What if the organic cosmetic did not answer consumers’ needs?