UK-based e-commerce site
Cult Beauty is working with blockchain firm
Provenance to back up claims made by beauty products using blockchain. The Provenance platform is currently in production for select Cult Beauty brands and gathers information about their origin, ingredients, process and claims about the products.
The brands’ product information is stored on the blockchain enabling consumers to verify the data.
Cult Beauty is a little different from the mainstream beauty etailers. The brands it sells have to be classified as “Cult”. Many of them are more niche types of brands which makes proving their claims just as important. That’s not to say the products aren’t high profile. For example, Charlotte Tilbury started a beauty brand as a result of a hugely successful career as a fashion make up artist.
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