Provenance

Provenance is a London-based product transparency platform that helps brands and retailers validate, structure, and communicate sustainability and sourcing claims to consumers and AI systems. The company works with 370+ brands and retailers — including Holland & Barrett, Unilever, and Estée Lauder — to independently verify product claims across 125+ categories spanning efficacy, health, sustainability, quality, and traceability, making those claims accessible wherever shoppers and AI make purchasing decisions. Founded in 2013 by Jessi Baker, Provenance operates as a certified B Corp and social enterprise governed by an independent integrity council.