Intelligent Beauty

Everything you need to know about Cult Conscious

Sometimes, with more information comes greater confusion – the internet’s an overwhelming place and when it comes to sifting fact from fiction, all the contradictory opinions and articles can bring your quest for knowledge to an impasse; especially when dealing with the (often under-regulated) beauty space. With ingredients ‘hidden’ in complexes (to keep a product’s secrets safe from rivals), and no rigid rules around what ‘clean’ or ‘green’ really mean, we have made it our mission – in partnership with transparency tech platform Provenance – to cut through the noise and equip you with plain, irrefutable facts.

Transparency and consumer trust are, and always will be, at the forefront of our ethos. As consumers, we’re now more discerning than ever and see through the ads showing (digitally) amplified lashes and want to know more than just what’s in the products we’re buying – we want to know whether the extracts are ethically sourced or the packaging made from recycled materials. Which is where the Cult Conscious initiative comes to the fore – empowering you to establish a product’s credentials without any legwork.

Through their coveted Proof Points, Provenance use {blockchain technology} to digitally verify the wealth of information that pervades the beauty realm – from whether a product is vegan and cruelty-free, to whether it’s coral reef-safe or recyclable, Cult Beauty customers just need to look for the green tick to check out the ethical pros of each product (it’s found on the right at the top of the product page).

Keen to get started? Before you begin, we’ve created a glossary outlining all of the Proof Points so you can embark on your Cult Conscious journey. And remember, if a Proof Point appears alongside a brand bio, this means it applies to the brand overall. Products within the brand may have additional Proof Points – these are found in the Cult Conscious tab on the product page.

And one other thing… if a Proof Point is verified – meaning a third party has authenticated the accuracy of the statement – it will have a green tick next to it. If it doesn’t have a green tick, it just means the information hasn’t been verified by a third party but the brand will still have uploaded evidence that you can check yourself.

Here are the Proof Points to look for:

Carbon Offsetting

This indicates that a brand provides funds for external projects that avoid or sequester greenhouse gas emissions, in an effort to compensate for their own emissions.

Clinically Tested

Results-driven formulas clinically proven to work, our Clinically Tested products have undergone extensive independent research (on humans and never on animals), facing stringent testing conditions to ascertain – and measure – efficacy. By clicking on the Proof Point you’ll be able to read all about the scale and intricacies of the trial, for example: amongst 50 female subjects aged 35-65 for 12 weeks, those using the product saw a significant improvement in skin hydration.

Coral Reef Safe

These products – usually sunscreens – are made without any ingredients knows to be harmful to {coral reefs}. Sunning yourself safely shouldn’t come at the expense of the environment, so you can purchase these products and know that they’re free made without octinoxate, oxybenzone or octocrylene – the chemicals with links to coral bleaching.


Respecting the welfare of all who inhabit our planet, you can shop this collection of {cruelty-free} make up and skin care with absolute faith in the fact that no creatures were harmed to create them. Staunchly against any animal testing, these brands won’t be sold in a region where animal testing takes place.

Donates to Charity

This Proof Point shows that a brand’s giving back – using profits to offer monetary or in-kind donations to charitable organisations that chime with their ethos.

Family Owned Business

Keeping it in the family, this means that in a privately-held company, those who identify as a family control more than 50% of the voting rights and if it’s publicly-held, the family share at least 32% of the voting rights.

Female Owned Business

Close to our Cult Beauty hearts, women in business is something we’re eager to celebrate. This ‘proof point’ indicates that in a privately-held firm, people identifying as female control more than 50% of the voting rights, and at least 32% if it’s publicly-held.

Forest Stewardship Council Approved

Certified by the {Forest Stewardship Council}, these products use only sustainable forest materials and ethical forestry practices to help secure the future of the planet’s precious ‘lungs’. From biodegradable packaging to sustainably sourced palo santo, these products help to safeguard trees and those who live and work amidst our planet’s vital greenery.


Using only the finest certified ingredients, all lovingly reared without any exposure to pesticides, synthetics or non-organic matter that could compromise the purity, we’ve made finding {organic products} that meet your exacting requirements easy. Subject to rigorous standards to guarantee safety and efficacy, our organic edit is proof that pure can be potent.

Organic Ingredients

Boasting no less than 54% certified {organic ingredients}, these products blend organic extracts with natural or lab-derived actives to offer rapid, tangible results.

% Recyclable Packaging

Our {recyclable products} applaud eco-conscious companies who’re leading the charge with commitment to low-to-zero waste packaging and practices. Ideal if you’re trying to make a step towards more sustainable buying habits, these products mean less will be destined for landfill.

% Recycled Materials

The percentage indicates how much of the packaging has been made from recovered waste material that has been reprocessed and converted into reusable materials.

Supports Local Community

From ethically sourcing ingredients to increasing awareness of local craftsmanship and providing jobs for local townspeople, these feelgood brands do their bit to support and advance smaller, close-knit communities.


These products contain no animal products – or derivatives of animal products – and none were involved as part of the production process. From lanolin and beeswax to non-plant-derived squalane and oleic acid, you won’t find anything you shouldn’t in our {vegan} heroes.


Each and every product marked with our Cult Conscious {vegetarian} tick means that you can be sure that it does not contain any ingredients that are the result of animal slaughter, or use any as part of the production process.

Now you’re equipped with the knowledge, it’s time to meet your unique beauty needs.


Verity Ann Douglas

Verity Ann Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…