Welcome to this Green Beauty Opinion in which Formula Botanica CEO Lorraine Dallmeier shares her main takeouts from the previous episode interviewing Jessi Baker, MBE, Founder and CEO, of Provenance, a software solution helping brands build trust and enabling change through transparent communications.

Traditionally, the beauty industry and consumers have thought of transparency as relating to ingredients alone, and focused on the near polar debate of natural good, synthetics bad. However, when it comes to transparency about sustainability, the debate is more nuanced.

Eradicating greenwashing requires us to ask questions about beauty brands' commitment to recycling, waste, the climate, their social footprint and far more. And we need transparent, verifiable evidence of any claims they make.

Thankfully, with the power of tech solutions, companies like Provenance are independent auditors of claims, helping propel brands to a more sustainable place and in doing so helping consumers make more sustainable choices.

Lorraine challenges us to think about what is important to us in the beauty products we buy and to press beauty brands for transparency about more than their ingredients. Listen in for a thought-provoking five minutes that challenge us to be the voice of change and integrity, making the beauty industry better and more sustainable.