Cult Beauty Verifies Cosmetic Brands' "Eco-Friendly" Claims
Grace Mahas — November 14, 2019 — Eco
References: cultbeauty & cosmeticsbusiness
Greenwashing is a term that refers to companies that make unsubstantiated claims about their sustainability in an attempt to appeal to a wider demographic -- however, in an effort to end tackle greenwashing in the cosmetic industry, online retailer Cult Beauty partnered with tech platform Provenance to verify cosmetic brand's legitimacy in relation to eco-friendly practices. By using blockchain technology, shoppers can access a company's supply chain data, ethics, and environmental impact to make informed decisions.
“We are always looking for ways to empower our customers by providing the information they need, without them feeling overwhelmed with facts and stats that make decision-making more bewildering,” said Cult Beauty’s founder and co-CEO Alexia Inge. “Provenance provides next-generation proof point transparency, allowing consumers to do their due diligence around brand claims.”
“We are always looking for ways to empower our customers by providing the information they need, without them feeling overwhelmed with facts and stats that make decision-making more bewildering,” said Cult Beauty’s founder and co-CEO Alexia Inge. “Provenance provides next-generation proof point transparency, allowing consumers to do their due diligence around brand claims.”
Trend Themes
1. Sustainable-verification-technology - The use of blockchain technology to verify brands' sustainability claims is providing consumers with transparent and trustworthy information, disrupting the cosmetic industry.
2. Greenwashing-prevention - The partnership between online retailer Cult Beauty and tech platform Provenance is actively tackling greenwashing in the cosmetic industry, creating opportunities for brands to prove their eco-friendly practices.
3. Consumer-empowerment-through-transparency - Platforms like Provenance are empowering consumers by providing access to supply chain data, ethics, and environmental impact, allowing them to make informed decisions and hold brands accountable.
Industry Implications
1. Cosmetics-industry - The cosmetic industry is being disrupted by the need for transparency and verification of sustainability claims, presenting opportunities for brands to showcase their eco-friendly practices.
2. Blockchain-technology - The integration of blockchain technology in verifying sustainability claims is revolutionizing industries such as cosmetics, where transparency and trust are crucial.
3. E-commerce - The partnership between online retailer Cult Beauty and tech platform Provenance showcases how e-commerce platforms can prioritize consumer empowerment and tackle issues like greenwashing.
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