Cult Beauty Partners With Provenance to End Greenwashing With Blockchain Technology

LONDON — Online beauty retailer Cult Beauty wants customers to know exactly what they are putting on their skin, and in the name of transparency, it has partnered with the blockchain technology platform Provenance.

“When I launched Cult Beauty, we were already writing out every single ingredient that was in a product. And now that the claims are much broader and trust is being somewhat eroded, we wanted to take it to the next level with an independent proof point transparency,” said Alexia Inge, founder of the beauty product web site.

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