Cult Beauty and Provenance, a transparency tech company that helps brands prove their eco-claims,investigated the attitudes of more than 23,000 beauty shoppers over a 12-month period, and found that 48 percent of consumers are looking for more information and clarity about brands’ values and commitments to the environment.It's a reason why the British Beauty Council’s Sustainable Beauty Coalition has launched a Planet Positive Beauty Guide, a definitive online tool which removes all the jargon and features easy-to-digest information to help consumers make more sustainable choices with confidence.By addressing that the growing popularity of buzzwords such as ‘cruelty-free’, ‘sustainable’ and ‘net zero’ can be interpreted in different ways,.
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