Pure Beauty

Provenance launches the world’s first transparency directory for beauty

Published: 21-Nov-2022

With Black Friday fast approaching and very little progress made between COP26 and the ongoing COP27, it is time for both consumers and brands to take responsibility. To be the ones to demand change and push the industry forward

Today, transparency leaders and innovators, Provenance are launching the first brand directory of its kind – a destination for shoppers to discover hundreds of brands and products with a proven impact on people and planet. The directory already includes 200+ health and beauty brands including The Ordinary, Haeckels, Weleda, Hourglass, Medik8 and Tropic.
In their recent ‘Skin Deep Beauty’ report, Provenance discovered that 9 in 10 health and beauty shoppers believe sustainability and other ethics-related considerations are important, yet nearly 80% have doubts about whether to trust the industry's sustainability claims.
With consumers and brands in need of help to navigate this space, Provenance have created the directory as the go-to place for shoppers (and industry professionals) to find the most credible and trustworthy brands.
The Directory empowers shoppers to discover new brands with a proven positive impact, filtered by the values they care about most, whether that's Climate Conscious, Protecting Nature, Diversity Founded or something else. It also enables shoppers to research the sustainability credentials of brands they know and love.

Uniquely, every impact claim published on Provenance’s Directory is backed up by evidence and/or independent verification, empowering shoppers to avoid greenwash and make buying decisions that truly match their values.

How does it work

Provenance’s Directory allows shoppers to:

  1. Search for brands directly using the search bar
  2. Filter all brands by impact category (e.g. Vegan), by product category, or by partner retailers
  3. Explore brands’ social and environmental impact via their brand profile (featuring their brand and product level Proof Points) and click on relevant links to purchase.

The Provenance Directory will be live on Monday 21st November

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