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24 September 2024 – THG Beauty, the global brand owner, retailer, and manufacturer, is pleased to announce the expansion of its partnership with Provenance, a sustainability data platform designed to validate and amplify green claims.
Provenance’s platform will be rolled out to THG Beauty’s leading brands LOOKFANTASTIC and Dermstore, following the continued success of its five-year partnership with Cult Beauty, also part of THG Beauty’s portfolio. With Provenance’s leading data platform, framework, and publishing capabilities, THG Beauty’s brands will be able to publish transparent, fact-checked, and credible sustainability claims, ensuring customers can make informed choices at checkout.
Data from Cult Beauty, the first retailer to pioneer Provenance’s innovative solution back in 2019, shows that customers are more likely to purchase from brands that use Provenance’s verified sustainability claims (1.6% higher conversion rate). As well as embedding sustainability widgets on product pages, the retailer is leveraging Provenance’s data to drive a range of marketing tactics, including search and filter discovery, social media campaigns, email marketing and its loyalty program.
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The announcement comes at a time of growing regulatory demands for accurate green claims, 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. The move also comes at a time when products marketed as sustainable are growing 2.7 times faster than the rest of the market (NYU), underscoring the increasing consumer demand for genuinely sustainable options.
Through its expansion with Provenance, THG Beauty is setting a new standard for sustainability in the beauty industry, empowering brands and consumers alike to make informed and responsible choices.
Jessi Baker, Founder of Provenance, says: “Provenance’s partnership with THG Beauty marks a significant step forward in our mission to drive transparency in the beauty industry. We are thrilled to see our platform expanding to Dermstore and LOOKFANTASTIC, enabling more brands to communicate on sustainability in a compliant, customer-friendly way, and to start to generate a return on their sustainability investments.”
Mark Jones, Chief Sustainability Officer at THG, says: “Part of THG’s core sustainability vision is to use our scale and partnerships to promote and embed sustainability into everything we do. Expanding our partnership with Provenance is a testament to this commitment. 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, and by providing the tools to verify and communicate sustainability claims, we are fostering a more informed and conscious consumer base.”
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About Provenance:
Provenance is the global platform for validating green claims, enabling brands and retailers to share them with confidence through the customer journey. This empowers customers to cut through the greenwash and make informed choices at checkout, to accelerate the sustainability transition.
Provenance’s data infrastructure and framework enable multi-brand retailers and their brand partners to comply with regulations, capture the green growth opportunity and future-proof their market share.
Today, more than 350 leading retailers and brands are using Provenance to communicate their sustainability credentials, including Holland & Barrett, Unilever, Estee Lauder, Princes, Arla, THG, Amika, BELU, L’Occitane, Dermalogica, Caudalie, The NueCo, Weleda and more. www.provenance.org
About THG
THG PLC is a vertically integrated, digital first consumer brands group that operates three distinct businesses in Beauty, Nutrition and Ingenuity, each scaled from the UK to hold global leading positions in their respective sectors.
About THG Beauty
THG Beauty is a global brand owner, retailer and manufacturer in the prestige beauty market, with a prestige portfolio of eight owned brands across skincare, haircare, and cosmetics. It is a global route to market for over 1,300 third-party premium brands through its portfolio of websites, including LOOKFANTASTIC, Dermstore, Cult Beauty and Mankind and the beauty subscription box brand GLOSSYBOX.
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THG PLC
Provenance is setting a new global standard for consumer sustainability, by validating and amplifying sustainability credentials throughout the customer journey. Provenance’s platform enables businesses to be transparent about their impact, so that they can reduce the risk of greenwashing, realise their sustainability ambitions and future-proof their market share. 200+ leading CPG businesses are using Provenance to communicate their sustainability credentials, including Cult Beauty, The Ordinary, The Nue Co, Shiseido, BELU, Arla and Napolina.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever
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