See how Cult Beauty is saving time and improving brand perception

Cult Beauty is saving time on claims management and improving shopper sentiment by sharing evidence-backed sustainability claims at the point-of-sale.

Cult BeautyCult Beauty
Cult Beauty
London, UK
Products Used
Proof Points
Channels Used

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

110+ participating brands

2,000+ products

[Contact us for additional metrics]

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.

Cult Beauty
Cult Beauty
Cult Beauty

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.

Rewarding brands with additional marketing

Brands with Proof Points are promoted through the second-best-selling Cult Conscious edit, including an annual discovery boxes and featured campaigns.

Saving time by streamlining claims management

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

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Turn positive social and environmental impact into brand value
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