THG Beauty on a mission to prove its sustainability efforts

THG Beauty, the owner of Lookfantastic, Dermstore and Cult Beauty, has today announced the expansion of its partnership with Provenance, a sustainability data platform designed to validate and amplify green claims.

Following its five-year partnership with Cult Beauty, Provenance’s platform will be rolled out to Lookantastic and Dermstore. With this, THG Beauty’s brands will be able to publish transparent, fact-checked, and credible sustainability claims, ensuring customers can make informed choices at checkout.

Data from Cult Beauty shows that customers are 1.6% more likely to purchase from brands that use Provenance’s verified sustainability claims. As well as embedding sustainability widgets on product pages, the retailer is leveraging Provenance’s data to drive a range of marketing tactics, including search and filter discovery, social media campaigns, email marketing and its loyalty programme.

Mark Jones, Chief Sustainability Officer at THG, said: "Part of THG’s core sustainability vision is to use our scale and partnerships to promote and embed sustainability into everything we do. Expanding our partnership with Provenance is a testament to this commitment. We are dedicated to supporting our brands and brand partners in their sustainability efforts and ensuring our customers have access to transparent and credible information, and by providing the tools to verify and communicate sustainability claims, we are fostering a more informed and conscious consumer base."

The announcement comes at a time of growing regulatory demands for accurate green claims, driven by global standards such as the EU’s Green Claims Directive, the UK’s Green Claims Code and the anticipated updates to the FTC’s Green Guide in the United States.

Jessi Baker, Founder of Provenance, added: "Provenance’s partnership with THG Beauty marks a significant step forward in our mission to drive transparency in the beauty industry. We are thrilled to see our platform expanding to Dermstore and Lookfantastic, enabling more brands to communicate on sustainability in a compliant, customer-friendly way, and to start to generate a return on their sustainability investments."

This announcement follows last week's news that THG is considering spinning off its technology platform in the hope of restoring its share price, while it also reported slower sales this year.

THG said it was in talks to demerge Ingenuity, which would leave it with its two consumer divisions, beauty and nutrition. This would take place at the same time as a planned restructuring of how its shares are listed on the London Stock Exchange (LSE).