Leading the beauty industry with groundbreaking transparency in retail
Cult Beauty is using the Provenance platform to deliver digital, verified product information at the point of sale. This is a groundbreaking new standard for clear, understandable, transparency to establish the retailer as innovators in the space.
Founded by two ‘skincare obsessives’, Alexia Inge and Jessica DeLuca, Cult Beauty is an e-commerce retailer dedicated to curating the “coolest cult products” available in beauty. Proudly dedicated to ensuring everything they sell is effective, they also champion a jargon-free space for increasingly-shrewd shoppers.
In an industry saturated with misinformation and murky claims, Cult Beauty are trailblazing the next generation of beauty: transparency with integrity on all products using the Provenance platform and its blockchain technology in a completely new way for retail and beauty.
Becoming the most trusted online retailer in beauty
When 23,000 Cult Beauty shoppers shared that transparency was a priority when shopping for beauty online, the Cult Beauty team knew that they had to keep innovating to maintain their status as a trusted e-tailer. Through their close relationships with the brands they work with, Cult Beauty also recognised that they could be doing more to bring the impact behind products to the forefront of the shopper experience.
How could Cult Beauty collate impact data from brands and communicate this to shoppers in a scalable, consistent and innovative way that was easy to understand and trustworthy?
A platform to standardise, simplify and publish impact information across multiple brands
The Provenance platform allows Cult Beauty to collate supply chain data and impact from brands on a single platform. These Proof Points, or ways to prove the key claims about your business, are then published on the brand and product pages of the Cult Beauty website, enabling shoppers to click to see the impact behind what they buy. This form of radical transparency is supported by evidence provided by the brands to back up what they say, holding them to a higher standard for how they communicate about their products.
Trailblazing a new approach to both retail and trusted product information in the beauty industry
This technology-first approach has enabled Cult Beauty to communicate impact to their shoppers openly, consistently and credibly across their e-commerce. It’s also helped them work across silos in their organisation – uniting product people with marketing and connecting more to brands and their supply chains.
Most importantly, they are leading the beauty industry with radical transparency, empowering shoppers with the information they need to make better choices. This is just the first step in a journey to greater transparency, so we’ll continue work with the current brands and others coming through the partnership to push for more integrity across the space.
A software solution enables a more efficient approach than what would be seen in a marketing campaign. This creates a more scalable, consistent process to grow across the complexity of multiple brands’ supply chain data.
Creates meaningful relationships with customers through transparency and honesty. Proof points share a brand’s core values, increasing engagement between the retailer, the brands and the shoppers through trusted product information.
Increases the offering of the retailer to its shoppers by leading the industry with proven, simplified information. Establishes a dialogue through innovation and leadership by responding to their customers’ values and delivering an experience they want.
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. Provenance provides next-generation proof point-transparency, allowing consumers to do their due diligence around brand claims. It’s yet one more reason to count on Cult Beauty for all of your beauty needs.Alexia Inge
Co-founder & Co-CEO, Cult Beauty
Publish impact information with confidence, for every brand and product.
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