Provenance launches shopper guide with Sustainable Beauty Coalition

Published on
October 20, 2021

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Provenance and The British Beauty Council’s Sustainable Beauty Coalition (SBC) have co-developed the Planet Positive Beauty Guide to decode the jargon with straightforward descriptions of the words most often used by the beauty industry – helping shoppers understand some of the key issues and things to look for. This project followed Provenance founder Jessi Baker’s appointment to the SBC’s Advisory Committee.

The guide’s publication drove coverage from key media titles, including Glamour’s Lottie Winter, who wrote:

"Pressure to be more transparent is growing, both from investors and consumers. A new study conducted by Provenance, a transparency tech company that helps brands prove their eco-claims, and online beauty retailer Cult Beauty, found that 48% of consumers are looking for more information and clarity about brands’ values and commitments to the environment. The study also revealed that there was mounting confusion about the green claims which have proliferated the beauty industry over the past few years.

"Calling upon a transparency framework from Provenance, The Planet Positive Beauty Guide includes a comprehensive list of claims often made by the beauty industry and straightforward descriptions to help consumers understand what to look for (and to avoid) when shopping for beauty products. The first of its kind guide also highlights certifications and third-party verification that shoppers can easily check for before buying to reassure themselves the brand can back up its eco-claims."

For the full Glamour coverage, click here, or to download the guide itself, click here.

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