Finding beauty products that align with your values can be challenging, but choosing products with trustworthy sustainability claims doesn’t have to be. 

That’s why in collaboration with blockchain tech firm Provenance, Cult Beauty introduced Cult Conscious—a carefully curated selection of 'impact-checked' beauty products, created to bring transparency to your skincare and cosmetic choices. Alicia Hickey, Head of Sustainability and Social Causes at Cult Beauty delves into how the initiative enables their customers to shop with confidence and the importance of providing year-round beauty impact-verified beauty. 

What inspired Cult Beauty to launch the Cult Conscious initiative? 

When Cult Beauty was founded in 2008 its mission and strapline was to be 'the most trusted beauty retailer in the world' - this was born out of frustration and a lack of transparency in the industry. At the time of launching, Cult Beauty was the first and only retailer to publish a full INCI (ingredient list) for every product. It's hard to believe now that ingredient information was not easily available but that was not the norm back then. Building on this foundation of transparency and a rising tide of greenwashing as sustainability gained traction in the consumer sphere, we partnered with Provenance in 2019 to counter the this and clear up any confusion about our brands sustainability credentials. We wanted the Cult customer to know that the claims we presented to them were claims they could trust and shop with confidence. 

How does the partnership with Provenance enhance the transparency and credibility of the Cult Conscious initiative? 

The Provenance team have a robust integrity process which is backed up by the use of block-chain technology. Which basically means that once a claim has been made it cannot be unmade. It is 'untamperable' and is locked into the digital block chain record of that product in perpetuity. The use of this technology gives the initiative a huge amount of transparency as it allows a customer to view the details of how a claim has been achieved- either with self-submitting evidence that has been interrogated by Provenance or by a third-party certification. All the information is available to view at the click of a button. if you are also unsure what a claim means Provenance clearly breaks this down for you to avoid any doubts. 

Can you share some specific examples of how Cult Conscious has positively impacted Cult's sustainability goals? 

Having this partnership in place has allowed us to set minimum standards for our brands which we continue to build on. As standard we no longer reference any impact claims that do not have a Proof Point. This has enhanced our reputation as the trusted home of not only thrilling beauty but also the most transparent and trustworthy. 

How do you ensure that the products labeled under Cult Conscious meet the rigorous standards set by the initiative? 

The Provenance framework is constantly evolving and is frequently reviewed to ensure that it encompasses the most up to date facts and information. Where relevant Proof Points are removed, criteria adjusted, or new ones added to ensure that it is as robust and accurate as possible. 

Why is it important for Cult Beauty to offer vegan products throughout the year, not just during Veganuary? 

Veganism is not just about food choices, but it is a lifestyle that attracts new people every year. Just like any other lifestyle choice it is not only applicable on certain days or months of the year. Veganuary is a great way for us to showcase our Vegan products and share the benefits of these formulations to a new (and existing) customer base- in doing so we hope to introduce customers to their favourite new Vegan beauty thrill long after Veganuary is over.