Marketing is the process of creating, distributing, pricing, and promoting goods, ideas, and services with the aim of satisfying the desires of the clients, customers, partners, and the society. Customers are at the focal point of all marketing activities including developing, promotion, distribution, and prices of goods and services. Efforts in marketing are addressed to a particular group of customers known as the target market (Pride & Ferrell 2010, p.4). This text is a discussion on the basics of marketing ethics. It summarizes marketing ethics in the cosmetics industry, emphasizing on Beiersdorf Company. Further, it outlines approaches by body shop to address ethical issues.