Butterfly Week is inspired by Positive Luxury’s foundations and the story of the large blue butterfly – now thriving following near-extinction – that gave the Butterfly Mark its name. It celebrates brands proving that trust is luxury’s most valuable asset. This year’s theme is Brands to Trust, recognising that in today’s world, true luxury is defined not only by quality, craft and creativity, but by transparency, accountability and credible impact. To explore what this means in practice, we asked our community of Butterfly Mark certified brands: what does it mean for you to be a Brand to Trust in luxury today? Their responses reflect a shared commitment to independently verified progress, responsible innovation and the belief that trust must be earned, evidenced and upheld over time.
- Why trust has become luxury’s most valuable currency in an era of scrutiny
- How Butterfly Mark certified brands are demonstrating credible sustainability progress
- Why independent verification and transparency are redefining modern luxury leadership
- Insights from luxury brands across beauty, jewellery, fashion and wine
- How brands are turning responsibility, traceability and accountability into competitive advantage
. . .
UNSAID
“For us, being a Brand to Trust means creating beauty with purpose and accountability. Unsaid was founded on the idea of transforming deeply felt emotions into lasting jewels. The way we create those jewels matters just as much as what they represent. We work exclusively with lab-grown diamonds, using renewable energy and recycled 18K gold, allowing us to significantly reduce our carbon and water footprint while maintaining the highest standards of craftsmanship. We’re certified carbon neutral by TÜV SÜD, and our flagship in Paris is CarbonNeutral® certified and built using refurbished materials. The Butterfly Mark is meaningful because it reflects progress that is independently verified. It affirms that our commitment to people and planet is not simply a promise, but a measured, transparent journey. We believe modern luxury must be both emotionally resonant and ethically responsible. Trust is earned when a piece can hold your most intimate memories, and you can wear it knowing that it was created with care for the world around you.”
COCO DE MER
“To be part of the Positive Luxury community means the world to me, and I am so proud of what it says about Coco de Mer. We are committed to creating a positive impact on society and the planet, building a transparent brand that supports responsible practices and uses its platform to champion social justice. Being a brand with purpose is crucial, and a deep belief in championing women’s causes underpins all our goals for Coco de Mer. We want to go the extra mile and positively impact our planet.”
INLIGHT BEAUTY
“Being a Positive Luxury Butterfly Mark certified brand means redefining luxury through trust, where extraordinary craftsmanship meets transparency, responsibility and purpose. In the constantly evolving world of luxury, true value is no longer defined solely by artistry and exclusivity, but by responsibility. The Butterfly Mark signals that our materials are carefully sourced, our supply chains are ethical and our environmental impact is continually measured and improved. It reassures our customers that every detail is guided by purpose as well as care. To us, being a Brand to Trust means creating skincare and wellbeing balms with integrity, ensuring every product reflects attention for people, planet and the future.”
SKINCYCLES
“At SkinCycles, being a Brand to Trust in luxury means combining clinical credibility, transparent standards, and measurable outcomes with responsible innovation. Our customers place their confidence in us not only for results, but for safety, ethics, and integrity across everything we do, from evidence-based treatment protocols at our clinic and independently verified technologies to responsible sourcing and long-term skin health strategies. Butterfly Mark certification is meaningful to us because it validates our commitment to accountability and continuous improvement. Trust in our sector must be earned through data, disclosure, and consistent customer outcomes – not just marketing claims. We see sustainability and clinical excellence as aligned: both require rigour, traceability, and long-term thinking.”
CANNED WINE CO
“Wine is a saturated business and to stand out you must have a story to tell that’s authentic. People buy from people and that makes trust essential. People receive content from everywhere on every platform. We can only stand out by being honest, thoughtful and hard-working in connecting our wine drinkers with the layers beyond the liquid. Earning the Positive Luxury Butterfly Mark holds us to account on our principles to do and be better, which adds to our story. We want to be conversation starters, to challenge, to think progressively and to consistently improve, where we can. That can create real engagement from consumers that helps us to build trust and sets us apart from other brands. True sustainable innovation in wine can only happen on authentic foundations where brands care about the environment and people around them, there would be no vines and no people to steward them into wine. Trust is the key to a brand’s longevity. In a world of choice, that’s invaluable.”
MODERN SYNTHESIS
“For Modern Synthesis, being a Brand to Trust means honouring the codes of luxury while equipping them for what comes next. We believe the future of luxury is not a break from heritage, but its natural evolution. As material innovators, we work within the language and legacy of existing supply chains – craftsmanship, quality, and durability – translating these values into next-generation solutions that support the industry’s transition towards bio-based, circular systems.”
CURATE YOUR STYLE
“This Butterfly Week, we are proud to be a Brand to Trust in luxury, which means recognising the responsibility that comes with influence. At Curate Your Style, it is already a privilege to help shape and transform the shopping habits and personal style of clients around the world. This is a responsibility that we are proud of, aiding our clients in curating wardrobes designed for longevity rather than excess. To us, trusted luxury means using that influence with care. We anticipate the needs of every client, from their new purchases to responsibly passing on garments that no longer serve them, ensuring that we can direct them in decisions that best serve them and the planet moving forward.”
NANI PUA
“This Butterfly Week, as a Butterfly Mark certified brand with Positive Luxury, being a Brand to Trust in luxury means holding ourselves to standards beyond beauty alone. It means our commitments to ethical sourcing, environmental responsibility, and transparency are independently verified – not simply stated. In today’s world, true luxury offers peace of mind: the confidence that what you choose is crafted with integrity, accountability, and respect for both people and planet.”
DEED INDUSTRIES
“At Deed Industries, being a Brand to Trust begins with understanding that trust, rather than being claimed, is earned, protected and continually upheld. For us, the Butterfly Mark is not only a symbol of our own certification. It is a reflection of the collective effort of our suppliers worldwide. The Butterfly Mark provides clarity, credibility and accountability, strengthening the trust between us, our suppliers and our customers. In luxury, trust is everything. It is the assurance that beauty does not come at the expense of people or nature. It is the confidence that claims are backed by evidence. It is the knowledge that the brand you choose stands behind the makers it represents. To be a Brand to Trust is to hold that responsibility with care. For Deed Industries, the Butterfly Mark affirms both what we do and why we do it. It recognises a shared commitment across our network of suppliers, partners and customers to redefine luxury as something transparent, accountable and deeply respectful of people and the planet. Trust, in our view, is the most meaningful luxury of all.”
ARENA FLOWERS
“The Butterfly Mark is an important indicator of our intent to put people and the planet at the heart of everything we do. We’re proud to be a Brand to Trust in luxury, showcasing our commitment to treating growers fairly and sourcing responsibly to protect our planet. These commitments not only reflect our own values but our customers too, and we continue to strive for meaningful change in our industry.”
KBH JEWELS
“As a Butterfly Mark certified brand, being a Brand to Trust means redefining what modern luxury can and should be. It’s about holding ourselves accountable to standards that go beyond aesthetics and craftsmanship, embedding responsibility into every layer of our business from creation to packaging and communicating that work transparently to our customers. In an industry where provenance and impact matter more than ever, trust is built through clarity and accountability, and through demonstrating that luxury and responsibility are not mutually exclusive. Beauty can be intentional and considered, crafted as elevated heirlooms that are as responsible as they are covetable, and rooted in long-term positive impact for people and the planet.”
DISCOVER MORE BRANDS TO TRUST
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