THG Beauty partners with Provenance to minimise greenwashing

According to THG Beauty, one of its retailers, Cult Beauty, had already been working with Provenance’s data platform, framework, and publishing capabilities, in recent years and now its Lookfantastic and Dermstore branches will follow suit.

THG Beauty said that when the technology was implemented, its partner brands would “be able to publish transparent, fact-checked, and credible sustainability claims, ensuring customers can make informed choices at checkout.” 

It had five years of data from Cult Beauty, which showed that customers have been more likely to purchase from the brands that used Provenance’s verified sustainability claims. It noted a 1.6% higher conversion rate.

The ecommerce retailer plans to embed sustainability widgets on product pages and leverage Provenance’s data to drive a range of marketing tactics, including search and filter discovery, social media campaigns, email marketing and its loyalty programme.  

Founder of Provenance, Jessi Baker, believed that the partnership marked “a significant step forward” in its mission “to drive transparency in the beauty industry.”

Baker believed this would enable more brands to “communicate on sustainability in a compliant, customer-friendly way, and to start to generate a return on their sustainability investments.” 

Chief sustainability officer at THG, Mark Jones, said that part of THG’s core sustainability vision was to use its scale and partnerships to promote and embed sustainability into everything it does.

“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,” he said.  

The announcement comes at a time when more consumers demand that brands be more transparent​ in revealing how sustainable their supply chains really are.

In recent years there have also been growing regulation demands for honest green claims, which are being 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 market.