An urgent new focus for the beauty industry is transparency. Claims to be cruelty-free, clean and 100 per cent natural are rampant in beauty. Offering data to back it up could be a good start. But transparency is harder to demonstrate to the consumer than it might sound. Amid growing scrutiny, beauty brands are turning to blockchain, such as that offered by Provenance.org, a Merian Ventures portfolio company, to help boost consumer confidence
Read More