Anti-Cosmetic-Greenwashing Platforms

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.”