How Cult Beauty brands saw 35% higher purchase rate with Provenance

Cult Beauty is leveraging transparent sustainability to improve conversion and shopper sentiment, whilst saving time by outsourcing claims management.


Cult Beauty


London, UK




5% increase in post-purchase shopper sentiment (23,000 shoppers surveyed)

110+ participating brands

2,000+ products

[Contact us for additional metrics]

Proof Points Mockup
The Problem

Responding to shoppers' demands for transparency

When 23,000 Cult Beauty shoppers shared in a survey that transparency was a priority when shopping for beauty online, the Cult Beauty team knew they had to keep innovating to maintain the brand's status as a trusted e-commerce retailer. Cult Beauty is one of the UK's fastest-growing online beauty businesses, selling more than 300 brands and operating internationally. But protecting long term value relied on clearly communicating social and environmental impact information to shoppers. By doing so, Cult Beauty also aimed to grow the market for truly sustainable brands and help establish benchmarks for new brands joining the retailer.

The Solution

Rewarding brands and increasing shopper sentiment with Proof Points

Cult Beauty is using Provenance to surface proof-backed sustainability badges (or ‘Proof Points’) where they matter most: on product pages. These same Proof Points are also enabling Cult Beauty to power credible impact-based search filters, and to curate their second-best-selling edit (the Cult Conscious beauty box).

By connecting participating brands with conscious shoppers and improving their product page conversion, Cult Beauty is not only empowering their customers to shop their values, but powerfully rewarding brands for their transparency and sustainability commitments.

The results

5% higher shopper sentiment

By providing education and evidence behind sustainability claims with Provenance, Cult Beauty drove an improvement in post-purchase shopper sentiment.

35% higher purchase rate

By leveraging sustainability on product page and in supporting Cult Conscious marketing campaigns, brands with Proof Points saw 35% higher purchase rates.

Operational time saved

Provenance's scalable sustainability claims management platform has cut the time the retailer spent vetting social and environmental impact claims across the portfolio.

“We are always looking for ways to empower our customers by providing the information they need. Provenance provides next-generation proof-point transparency, allowing consumers to do their due diligence around brand claims.”

Alexia Inge

Former Co-founder & Co-CEO, Cult Beauty

Turn positive social and environmental impact into brand value

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