The tremendous increase in environmental concern has led to increased demand for a ‘green’ or “environmentally user-friendly” business arena. This has resulted in massive attention from scholars and practitioners in the research of green marketing. This study attempted to achieve a better understanding of the state of green marketing practices (GMP) among cosmetics companies in Sudan. If these companies were to adopt a green business model, it would have a significant impact on the environment given that they typically contribute significantly to green environmental initiatives. To this end, this study: (a) determines the level of awareness of GMP among employees of cosmetics companies in Sudan, (b) examines the effect of key antecedents on GMP, and (c) examines the effect of GMP on green outcomes, namely business performance, competitive advantage, and process innovation. From a sample of 261 respondents, the result revealed that top management and green marketing behaviour were two of the four antecedents not supported by data, rendering them insignificant. The survey data supports all three hypotheses recognizing a positive relationship between GMP and resultant green outcomes. This study provides important empirical evidence from cosmetics companies that lack green practices in terms of policies that encourage them to consider supporting the green landscape.