Provenance, the sustainability marketing technology company, is now empowering American beauty shoppers to make values-led purchases, after partnering with its first US retail partner, Beauty Heroes.
Jeannie Jarnot, Founder & CEO of Beauty Heroes told Beauty Matter:
“I founded Beauty Heroes to showcase and celebrate truly healthy beauty brands, and communicating their planet positive initiatives is an integral part of our content-forward marketing style. Because of this, Provenance makes so much sense. Brands have a responsibility, retailers have a responsibility and consumers have a responsibility to do better for the planet. This intersection is where Beauty Heroes plays. And Provenance is helping us do it more transparently,”
Jessi Baker, CEO and founder of Provenance, said:
“As shoppers continue to change their purchasing preferences based on sustainability, the opportunity for brands to leapfrog competitors and appeal to shopper demand is immense. But many, intentionally or unintentionally, are misleading shoppers. The beauty industry has a lot to answer for in terms of ambiguous language and ‘blue-washing,’ but we know misleading claims, in all forms, are the enemy of progress in service of people and the planet. That’s why Provenance is excited to work with more retailers and brands to help enable commerce as a force of good and ensure products have credible claims.”