Provenance champions transparency with new beauty directory
Provenance has launched a new transparency directory for consumers to discover brands and products with a proven positive impact on people and the planet.
The directory features categories including 'climate conscious', 'protecting nature' and 'diversity founded', enabling shoppers to research the sustainability credentials and background of a brand.
Each directory entry is backed up by evidence and/or independent verification, which aims to "empower shoppers to avoid greenwashing and make buying decisions that truly match their values".
The Provenance directory already includes over 200 health and beauty brands, including The Ordinary, Haeckels, Weleda, Hourglass, Dermalogica, Bare Minerals and The Inkey List.
How the transparency directory works
- Search for brands directly using the search bar.
- Filter all brands by impact category, product category or partner retailers.
- Explore brands’ social and environmental impact via their brand profile.
- Click on relevant links to purchase.
The directory was inspired by Provenance's 'Skin Deep Beauty' report, which found 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.
