Cutting Through the Noise > How 31st State and Provenance Are Making Sustainability Transparent

In today’s beauty and personal care space, it’s easy to feel overwhelmed by a wave of “clean,” “green,” and “eco-friendly” labels. But how many of those claims actually stand up to scrutiny?

At 31st State, we believe that when it comes to our kids — and the planet they’ll inherit — clarity, honesty, and accountability aren’t optional. That’s why we’ve partnered with Provenance, a global leader in verified sustainability transparency, to help you cut through the noise and trust what you’re buying.

WHY PROVENANCE?

Provenance is more than a sustainability certifier — it’s a global movement to bring radical transparency to the products we use every day. Their new AI-powered Sustainability Navigator helps brands identify the right claims, back them up with credible data, and share them with customers in a way that’s clear and trustworthy. Every “proof point” is linked to independent evidence, certifications, or documentation.

That means when we say our products are responsibly packaged, cruelty-free, or made without harmful ingredients, you don’t have to just take our word for it — the proof is right there.

OUR ETHOS: CALIFORNIA SIMPLICITY, GLOBAL RESPONSIBILITY

Born from the energy of California — the 31st state — our brand was created by founder Stephanie, with one mission in mind: make safe, effective, great-smelling products that guys actually want to use, without compromising on sustainability.

Our commitment includes:

• Clean Ingredients: We ban over 1,300 harmful substances, formulating to strict European standards.
  
• Eco-Friendly Packaging: All packaging is recyclable, BPA-free, and designed to reduce environmental impact.
  
• Ethical Sourcing: We work with partners who prioritize responsible materials and ethical labor.
  
• No Nasties: No parabens, sulfates, phthalates, gluten, or known toxins. Ever.
  
• Cruelty-Free & Vegan: We test on teens, not animals.
  

SUSTAINABILITY YOU CAN SEE — AND BELIEVE

With Provenance, we’re now bringing radical transparency to every claim we make. Through their platform, you’ll soon be able to explore product-specific proof points—verified by third parties or backed by hard data—right on our website and packaging. Whether it’s our vegan formulas or our commitment to recyclable materials, you’ll see how we’re walking the walk.

WHY THIS MATTERS

Sustainability isn’t a trend for us — it’s a baseline. We’re building this brand for our kids, with their future in mind. But the beauty and personal care space has a greenwashing problem, and it’s hurting consumer trust.

Our partnership with Provenance helps restore that trust. It allows you to make choices based on facts, not fluff. It ensures that our actions live up to our promises. And it empowers you to shop consciously, confidently, and without compromise.

A CLEANER FUTURE STARTS HERE

At 31st State, we’re not trying to be the loudest voice in clean beauty—we’re working to be the most honest. Thanks to Provenance, our sustainability journey is no longer just a story—it’s something you can see, verify, and believe in.

And that’s how we cut through the noise, together.