Cult Beauty to use blockchain to verify claims made by beauty brands


Blockchain technology is being used to verify claims made by beauty brands, providing customers with statements of assurance, lab test results and even letters of documentation.

Cult Beauty, an online beauty retailer which promises to “boycott bathroom cabinets full of hollow promises”, has partnered with tech-platform Provenance in an attempt to do away with false claims made by notoriously underregulated beauty brands.

Provenance will use a combination of blockchain and open data to provide badges or “proof points” for items available on Cult Beauty.

READ MORE: LVMH launches blockchain platform in fight against counterfeiting

These proof points, which include ‘vegan’, ‘cruelty free’, ‘recyclable’, ‘coral reef safe’, ‘family-owned business’, ‘supports charity’ and ‘vegetarian’, will provide customers with the option to click through and find out exactly what this claim means as well as a document of proof.

“Transparency has always been at the heart of Cult Beauty; in fact, our whole raison d’etre was a reaction against the pseudoscientific marketing mirages that drove the beauty industry at the time,” Cult Beauty co-founder Alexia Inge said.

“We are always looking for ways to empower our customers with the information they need, without drowning them in beauty admin.

“There are currently 10 brands enrolled onto the Provenance program on Cult Beauty including Oskia, Sana Jardin and REN Skincare. The list is always growing and we are consistently working on enrolling new and existing brands to the list once they are able to provide full information.”

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