Analýza funkčního business modelu u značek přírodní kosmetiky pro péči o pleť s výrobou v České Republice

The aim of this thesis is to analyze the business models used in the sustainable skin care cosmetics industry with production in the Czech Republic and to propose the most suitable for own business idea in this industry. In the theoretical part, the concept of business model and the tools used in its creation are described. The field of natural cosmetics and sustainable business models that can be used in this field are also described. To achieve the objectives of the thesis in the practical part, two research methods are used: qualitative research in the form of an interview with a representative of a brand operating in the selected industry and research in the form of content analysis. It was found that the companies in this area apply sustainable development, especially in environmental issues, which they discuss in detail. The social and economic aspects of sustainable development are not as popular at present, but are nevertheless quite often included in companies' objectives. Speaking of specific business models, the use of categories such as maximizing material productivity and energy efficiency, creating value from waste, substituting renewable resources and natural processes, adopting a stewardship role, repurposing business for society/environment, and developing scale-up solutions have been confirmed. Categories such as providing functionality rather than ownership and promoting abundance were mentioned only marginally. The results of the analysis are then applied to the own business idea.