Cult Beauty tackles online greenwashing with new partnership

In collaboration with transparency tech platform Provenance, shoppers will be able to digitally verify unsubstantiated claims made by beauty brands via the retailer’s website

Online retailer Cult Beauty is tackling greenwashing in the beauty sector with its latest partnership.

In collaboration with transparency tech platform Provenance, the retailer is helping to digitally verify unsubstantiated claims made by beauty brands.

Shoppers will be able to access information regarding a brand’s supply chain data, ethics and its environmental impact.

The data is said to use incorruptible, decentralised blockchain technology and once a brand submits its credentials it is unable to amend it on Cult Beauty’s website.

“We are always looking for ways to empower our customers by providing the information they need, without them feeling overwhelmed with facts and stats that make decision-making more bewildering,” said Cult Beauty’s founder and co-CEO Alexia Inge.

“Provenance provides next-generation proof point transparency, allowing consumers to do their due diligence around brand claims.”

In a recent survey, Cult Beauty found more than 20,000 its shoppers highlighted the importance of transparency when it comes to deciding which brands to choose.

So far, proof points have been adopted by ten brands on Cult Beauty’s website including Ren, de Mamiel, Omorovicza, Oskia and Sana Jardin.

The news comes less than a month after Feelunique announced it would do more to encourage ingredients transparency online by decoding more than 5,300 ingredients by 2020.

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