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Buy better, with confidence

Making a choice that's good for you, people and planet isn't easy. Brands can say one thing and do another. So who can you trust?

Provenance helps you decide.

No more greenwashing

Brands using Provenance prove what they say about their business and products.

Just look for claims that are ‘Powered by Provenance’ when shopping online or in-store.

Ethical and sustainability claims you can trust

Any time a brand says something using Provenance they have to support it by attaching evidence. This is to make sure brands can’t just say what they want.

They can then go further and have that claim verified as accurate by independent third parties. Just look for the green tick.

With Provenance, brands can no longer just say things without proof.

Why do only some claims have a verified tick?

This is because brands can provide two different levels of proof.

A ‘self-declared’ claim where the brand has attached evidence, like a signed statement. These don’t have a green tick but still show the brand can back up what they say.

A ‘verified’ claim goes further by having a third party confirm the claim is accurate. These have a green tick because involving an independent organisation is an even stronger way to prove a claim.

Comparable, clear information

    When you see a claim that’s 'Powered by Provenance' you can be confident it means the same thing wherever you see it. Every brand needs to meet the same minimum standard to make a claim.


    Don’t waste time searching through FAQs to figure out if a product’s claims are true or not. When you browse online, see product information verified by independent third-parties.


    Provenance works at-a-glance - when shopping online, on a brand’s website and on the product itself. Still not convinced? All information powered by Provenance is interactive, just click through to see the evidence behind the words.


    Talk is cheap. Find out if brands are progressing on their commitments to people and planet year on year. Use this information to vote with your wallet, and ask for more if you can’t find it.


    We are a team of conscious citizens based in London. As a social enterprise and B-corp we prioritise making a positive impact on the world. Get to know us better.

Join the transparency movement

Make a positive impact through what you buy. Stay updated on the most sustainable brands and be part of a community demanding transparency.

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