Cult Beauty is delivering transparency across multiple brands

In an industry saturated with misinformation, Cult Beauty is setting a new standard by giving shoppers proof of social and environmental impact at the point-of-sale.

Cult BeautyCult BeautyCult Beauty
Cult Beauty
London, UK
Products Used
Proof Points
Brand Level
Product Level
Digitised Certifications‍
Channels Used

+ 25% add-to-basket rates

+ 5% post-purchase shopper sentiment rating

+ 25% social content engagement

The Problem

Meeting shopper demand for transparency across multiple brands

When 23,000 Cult Beauty shoppers shared 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

A standardised, scalable way to communicate product impact

Cult Beauty is using Provenance to communicate social and environmental impact consistently across more than 80 brands. By embedding Proof Points on its e-commerce site, it’s providing customers with credible information about product and brand impact at the point of sale. Customers can click into each claim to learn more and see supporting evidence or third-party proof.

Proof Points are also directly informing how Cult Beauty develops its portfolio, acting as a benchmark against which to assess the sustainability credentials of new brands and products. The success of the partnership has also led Cult Beauty to roll out Cult Conscious, a curated edit of Provenance-powered products. Most importantly, Cult Beauty is leading the beauty industry by empowering shoppers with the information they need to make better choices for people and the planet.

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The results

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Increased conversion and engagement

The ‘Add-to-basket’ rate for products with Proof Points rose by 25%, whilst transparency-based social media posts drove 25% higher engagement.

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Improved brand perception

Post-purchase shopper sentiment towards participating brands grew by 5% after Proof Points were activated.

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A scalable solution

Provenance’s tech-first approach has given Cult Beauty an efficient way to deliver standardised impact claims across 1,500+ products and 80+ brands.

“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
Co-founder & Co-CEO, Cult Beauty

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