Sephora sets the criteria for each seal programme. You submit your product data through Provenance, where it’s assessed against the criteria for each seal, so you’ll get a result per seal and a clear view of anything missing. Eligibility comes from your product data, not from signing up.

Sephora is moving its seal programmes onto Provenance, so this is how seals will be managed going forward. It isn't a fresh start — most of the information you've already given Sephora carries across, so for existing holders this is usually a confirmation rather than a new submission.

Yes. Alongside the seals, your account gives you the Provenance Framework — an open rulebook of 125+ Proof Points covering everything from Recyclable Packaging to Female-Founded. Your fee covers proving any of them, and those Proof Points publish to your own website and AI search. On Sephora, what appears is the seal.

You'll likely still have claims worth proving, and the same Framework applies. You'd also get a clear read on the gap — which criteria you're missing for each programme, and what it would take to close them. Several brands start here and qualify at their next reformulation or packaging change.

If you sell more than 100 products through Sephora, get in touch and we can go above the plan limit for your Sephora products. For all other channels, our plans cover up to 100 products.

Submission is quick and easy. We pull what we can from Sephora's systems, certifier feeds and public databases first, then ask you only for what's genuinely missing. After that you maintain your claims in one place, rather than answering the same evidence request from every retailer every year.

Getting certified is real work, and it counts. But a certification logo sits on packaging or in a PDF, where neither a retailer's systems nor AI can read or verify it. We turn what you've already earned into structured, evidence-backed data that Sephora can put in front of shoppers and AI can cite. You're not limited to certified claims either. Anything you can evidence — formulation facts, packaging, sourcing decisions — can be validated.

It isn't about volume, it's about proving the ones you do make. Almost half of our partner brands have three or fewer proven claims, and a single proven claim still makes a product easier to trust and easier to choose.

We’re the proof behind product claims. Brands prove claims through the Provenance Framework, an open rulebook that sets out the evidence needed for each one. Some are evidenced by documents brands provide, others we confirm directly with the certifying body.

For Sephora’s seals, Provenance is the platform where your product data is checked against Sephora’s criteria. Sephora sets those criteria and decides which products qualify.

We’re a B Corp with a methodology built over a decade alongside certification bodies and international standards.

Yes. The ingredient data you submit — including INCI lists — is used only to assess your products against the relevant programme criteria. It is stored against your products and is never published or shared publicly. What appears on a product page is the outcome: the Sephora seal and your Provenance Proof Points, not your underlying formulation data. You also control which retailers your validated claims are surfaced to.

Provenance is Cyber Essentials certified and hosts data on established cloud infrastructure with encryption in transit and at rest. We handle data in line with UK and EU GDPR and restrict access to submitted data to the validation team on a need-to-know basis. Our data-handling practices align with the requirements of the retailers we work with, including Sephora.