“Provenance brings a lot of authority to our sustainability claims. Today’s consumers don’t just take brand claims with a grain of salt – they immediately go to validate claims. And if you can't substantiate that claim, you risk a lot of push-back.”

“Today’s beauty shoppers want to be as informed as possible about products’ social and environmental impact, but they’re rightly wary of greenwashing. Through Provenance’s Proof Points, we’re making easy-to-understand sustainability claims, supported by easily-accessible data, to empower our customers to make purchases that truly match their values.”