Consumers Are Wary of Misleading Brand Claims, So This Retailer Is Doing Some Fact-Checking

Luxury platform Toward has rigorous standards for its fashion and beauty products

a person holding a blue purse — Toward assesses brands on a yearly basis for sustainable and ethical practices. Toward

Consumers have learned to expect certain information from retailers when shopping online: 360-degree product shots, detailed size charts, and a transparent shipping and return policy are typical.

Ana Kannan, CEO and co-founder of online luxury retailer Toward, believes the environmental impact of fashion and beauty products should be just as accessible.

Kannan designed her platform on a simple premise: If brands can’t be trusted to share how their products are made, it’s up to a third party to cut out the guesswork. Toward, which launched Aug. 5, houses cosmetics, apparel and accessories from 25 brands, including Vivienne Westwood, House of Sunny and Furtuna Skin.