THG Beauty has announced it will expand the use of its sustainability data platform across several new brands.

The Provenance-supplied technology will be rolled out to LOOKFANTASTIC and Dermstore, which will now be able to publish fact-checked sustainability claims via the platform.

THG Beauty offers over 1,300 brands across skincare, haircare, cosmetics, and fragrance. It currently operates in 195 territories, with a particular focus on the UK, US, and Europe.

THG said that the move follows the success of its five-year partnership with Cult Beauty, another brand in the company’s portfolio, which in 2019 was the first retailer to implement the platform.

According to the business, customers are more likely to purchase from brands that use the platform’s verified sustainability claims.

Alongside embedding sustainability widgets on product pages, the retailer is also using data insights from the platform for several marketing processes, including search and filter discovery, social media campaigns, email marketing and its loyalty programme.

"We are dedicated to supporting our brands and brand partners in their sustainability efforts and ensuring our customers have access to transparent and credible information, and by providing the tools to verify and communicate sustainability claims, we are fostering a more informed and conscious consumer base," said Mark Jones, chief sustainability officer, THG.

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