The beauty sector is a half-a-trillion-dollar global industry, but it's only recently that beauty brands are finally starting to take part in the sustainability conversation. Largely, this is in response to greater consumer demands for transparency in how beauty does business - all the way from its supply chains to the truth behind its claims.

We've seen this play out on this podcast. Over the past year, sustainability has featured in just about all our episodes in some form. We have covered topics such as circular, net zero, zero waste and climate neutral beauty along with the issues like biodegrability, sustainable retail and skinimalism.

But, there are plenty of brands, from multinationals to indie beauty, who are are out there using sustainability terms as a veneer; green-washing us in other words.

How do we as beauty consumers verify the truth of a beauty brand's claim that their packaging is made of recycled materials? Or that they've offset their last year's carbon emissions? None of us can hold every single beauty brand to account on every single impact.

One ambitious entrepreneur is on a mission to change that by encouraging the beauty industry, as well as many other industries, to verify their claims and turn positive social and environmental impact into brand value; a win-win for brands and consumers.

In this episode, Formula Botanica CEO Lorraine Dallmeier talks to Jessi Baker, MBE, the founder and CEO of Provenance, a software solution verifying sustainability claims and helping empower shoppers to make sustainable, ethical choices at the point of purchase.