THG Beauty partners with Provenance to minimise greenwashing

By Kirsty Doolan

- Last updated on GMT

Image: Getty
Image: Getty
The ecommerce retailer and manufacturer will roll out new technology across the company to verify product sustainability for its customers.

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.  

Related news

Show more

Related products

show more

Discover Peptan for Beauty & Diverse Skins

Discover Peptan for Beauty & Diverse Skins

Content provided by Rousselot | 05-Sep-2024 | Product Brochure

As beauty from within solutions soar in popularity, manufacturers need to be able to serve everyone, no matter their ethnicity or skin type.

FucoSkin®: Ocean-Inspired Sustainable Beauty

FucoSkin®: Ocean-Inspired Sustainable Beauty

Content provided by Hi-Q Marine Biotech International Ltd | 28-Aug-2024 | White Paper

FucoSkin® is a fucoidan-rich extract derived from the brown seaweed Laminaria Japonica, known for its excellent anti-aging and photoprotective benefits....

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Related suppliers

Follow us

Products

View more

Webinars

Podcast