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Leading the beauty industry with groundbreaking transparency in retail

Cult Beauty is using Provenance to deliver digital, verified product information at the point of sale, setting a groundbreaking new standard and driving differentiation, engagement and loyalty for both the brands and the retailer.


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.

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.

Working with


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.


A platform to standardise, simplify and publish impact information across multiple brands

Provenance allows Cult Beauty to collate supply chain and impact data from brands on a single platform and create claims. These claims and their evidence 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.


Trailblazing positive change in the beauty industry, with brand sentiment increasing for participating brands

Working closely with Provenance has energised the team at Cult Beauty to rethink their approach to innovation and the brands they work with. They now consider whether new brands and products are ‘Provenance-worthy’.

This technology-first approach has enabled Cult Beauty to communicate impact to their shoppers openly, consistently and credibly across their e-commerce.

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 in the beauty industry.

Want to learn how to stand out in beauty through transparency? Watch our webinar.

The benefits
  • Efficiency

    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.

  • Loyalty

    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.

  • Brand-building

    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. 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

Interested in using our solutions for your own business? Contact us.

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