Aveda has 2 Proof Points

Climate Waste Nature 1 Workers 1 Communities

What makes Provenance trustworthy?

Provenance ensures that every claim a brand makes about its sustainability efforts, through our platform, comes with proof.


These claims, known as Proof Points, help shoppers like you make informed purchases – because every item bought has an impact on people and planet.

What type of brands are on the Directory and how are they listed?

You’ll find hundreds of brands listed and more join every day. By default, brands are listed in order of most to least number of Proof Points on the Directory homepage.

How do I use the Provenance Directory?

The Provenance Directory is a great place to discover and buy from brands that match your values. You can:

  1. Use the search bar to find a particular brand and browse its Proof Points
  2. Filter brands by product type (e.g. haircare), by area of impact (e.g. Vegan) or by retailer (e.g. Cult Beauty)
  3. Scroll the Directory from top to bottom to explore the range of impact our brands are having on people and planet

To provide feedback or suggestions on the Provenance Directory, just contact us.

Brand Proof Points

Product Proof Points


Botanical Repair Strengthening Conditioner 40ml

Botanical Repair Strengthening Leave-In Treatment 100ml

Botanical Repair Strengthening Leave-In Treatment 25ml

Botanical Repair Strengthening Overnight Serum 100ml

Botanical Repair Strengthening Shampoo 1000ml

Botanical Repair Strengthening Shampoo 200ml

Botanical Repair Strengthening Shampoo 50ml

Colour Control Conditioner 200ml

Colour Control Conditioner Travel Size 40ml

Colour Control Sulfate Free Shampoo 200ml

Colour Control Sulfate Free Shampoo Travel Size 50ml

Damage Remedy Daily Hair Repair 100ml

Heat Relief Thermal Protector and Conditioning Mist 100ml

Invati Advanced Exfoliating Light Shampoo 1000ml

Invati Advanced Exfoliating Light Shampoo 200ml

Invati Advanced Light Trio

Invati Advanced Rich Trio

Invati Advanced Scalp Revitalizer 150ml

Invati Advanced Scalp Revitalizer 30ml

Invati Advanced Thickening Conditioner 1000ml

Invati Advanced Thickening Conditioner 200ml

Invati Advanced Thickening Conditioner 40ml

Invati Men's Exfoliating Shampoo (250ml)

Invati Men's Scalp Revitalizer Treatment (125ml)

Large Wood Paddle Brush

Nutriplenish Curl Gelée 200ml

Nutriplenish Curl Gelee 40ml

Nutriplenish Daily Moisturizing Treatment 150ml

Nutriplenish Daily Moisturizing Treatment 40ml

Nutriplenish Deep Moisture Conditioner 1000ml

Nutriplenish Deep Moisture Conditioner 250ml

Nutriplenish Deep Moisture Shampoo 1000ml

Nutriplenish Deep Moisture Shampoo 250ml

Nutriplenish Intense Hydration Crème Masque 200ml

Nutriplenish Intense Hydration Crème Masque Travel Size 30ml

Nutriplenish Leave-in Conditioner 200ml

Nutriplenish Leave-in Conditioner Travel Size 30ml

Nutriplenish Multi-Use Hair Oil 30ml

Purifying Scalp Cleanser 150ml

Shampowder Dry Shampoo 56g

Smooth Infusion Anti-Frizz Conditioner 200ml

Smooth Infusion Anti-Frizz Conditioner 40ml

Smooth Infusion Anti-Frizz Shampoo 200ml

Smooth Infusion Anti-Frizz Shampoo 50ml

Smooth Infusion Discovery Set

Smooth Infusion Perfect Blow Dry 200ml

Smooth Infusion Perfect Blow Dry 50ml

Smooth Infusion Style Prep Smoother 100ml

Sun Care Protective Hair Veil 100ml

Thickening Hair Tonic 100ml