Honesty lies at the heart of our philosophy which is why we have partnered with transparency tech-platform – Provenance – to cut through the industry ‘noise’ and equip you with key facts that matter. With their coveted Proof Points, Provenance uses blockchain technology to digitally verify the wealth of information that pervades the beauty realm; from whether a product is vegan and cruelty-free to whether it’s housed in recyclable packaging, simply look for the tick to establish each product’s credentials (if a Proof Point is verified – meaning a third party has verified the accuracy of the statement – it will have a green tick next to it. If it doesn't have a green tick, it just means the information hasn't been verified by a third party, but the brand will still have uploaded evidence that you can check yourself)
What is a Proof Point?
A Proof Point is a clickable icon representing a claim about a business or product that connects what they say to real data from their supply chain. Each one is part of a framework designed for people to easily compare and trust what a brand says at the point of sale.
What is the difference between “verified” versus non-verified? (i.e. if a product has a Proof Point but it doesn’t have the green tick)
A ‘self-declared’ claim where the brand has attached evidence, like a signed statement. These don’t have a green tick but still show the brand can back up what they say. Even this is a big step in the beauty industry.
A ‘verified’ claim goes further by having a third party (outside of Cult Beauty or Provenance) confirm the claim is accurate. These have a green tick because involving an independent organisation is an even stronger way to prove a claim.
Where can I find the Cult Conscious edit?
To browse and shop our Cult Conscious collections, please click here.