This Earth Day, Positive Luxury asked its community a simple but important question: As a brand to trust, how are you using your power to drive real change? The responses highlight a shared commitment to action, from responsible sourcing and circular design to renewable energy and ethical operations. Together, they reflect a growing understanding that trust is built not just on intention, but on the tangible steps brands take to create a more sustainable future.
As a brand to trust, how are you using your power to drive real change this Earth Day?
Coco De mer
“Progress does not happen in silence. It happens when people show up. We all know the power of collaborative efforts – we see it every day, against a plethora of factors we face in today’s climate. Today on Earth Day, Mother Nature is where our focus is needed. Our vision is to build a true icon of pleasure in luxury, occupying the intersection of style, luxury and pleasure. We are committed to doing so in a sustainable and responsible way, with the utmost respect for people, the environment and animals. Tending to Mother Earth and female pleasure with equal care, if you will. Today, we encourage people to take a moment to appreciate the joys of nature around us, and consider what steps could be take to lessen our footprint – big and small, we love all sizes when it comes to this effort. Here’s to the wonder of Earth, and the joy of nature.”
SKIN|CYCLES
“At SKIN|CYCLES, sustainability is an ongoing journey rooted in responsibility, innovation, and respect for both people and nature. Our mission is to create advanced skincare that not only enhances skin health but also contributes to a more sustainable future. We continue to strengthen our efforts through ethically sourced ingredients and conscious formulation designed to minimise our environmental footprint, alongside sustainable packaging choices that prioritise recyclable glass and cardboard while working towards fully recyclable solutions. Our commitment extends to cruelty-free practices, with all products remaining paraben-free and silicone-free, as well as a responsible supply chain built on human rights, fairness, and ethical labour standards. We also support environmental initiatives, including coral reef conservation, to help protect marine ecosystems. We are proud to be a Butterfly Mark certified brand, an independent recognition of our commitment to the highest standards of environmental and social responsibility and a reflection of our dedication to continuous improvement.”
London & Avalon
“At London & Avalon, we use our power as a trusted brand to make sustainable choices feel simple. We bring our sustainability knowledge into everything we do, from thoughtfully sourced materials and product longevity to circular design and responsible packaging, so our customers do not have to choose between luxury and doing better by the planet. With certified materials including Oeko-Tex, GRS and FSC, alongside clear carbon tracking and a net zero ambition for 2040, we are committed to progress that is real and considered. This Earth Day, we are making sustainable luxury easier to trust and easier to buy.”
AM Furniture Group
“As a brand committed to trust and responsibility, we are driving real change this Earth Day through concrete, ongoing sustainability actions embedded in our operations. A key part of this is energy efficiency. We have switched to LED lighting across our facilities, reducing energy consumption by up to 80%. In addition, 40% of our total energy use comes from on-site solar panels, a contribution equivalent to planting around 30,000 trees in terms of environmental impact. Resource management is also central to our approach. Wood waste generated during production is reused to heat facilities, a long-standing practice that reduces both waste and reliance on external energy sources. Finally, we continue to invest in new-generation machinery designed to be more efficient and environmentally friendly, further lowering its overall footprint while improving production processes.”
Arena Flowers
“Since first receiving the Butterfly Mark in 2019, we’ve continued to build on our commitment to doing better for people and the planet – from measuring our carbon emissions and working towards Science Based Targets, to improving sustainable sourcing. Our social impact remains at the heart of what we do, through partnerships supporting Alzheimer’s and cancer research, as well as ongoing involvement with food banks and community initiatives. And in governance, we continue to uphold rigorous supplier standards through audits and our comprehensive code of conduct. To mark Earth Day and our ongoing membership of the Positive Luxury community, we’re celebrating with one of our signature bouquets – created using flowers from the Plants for Pollinators list – with blue hydrangeas and delphiniums reflecting the wings of the Large Blue Butterfly, the species behind the Butterfly Mark and its UK reintroduction story. We’re proud to celebrate this milestone with Positive Luxury this Earth Day – and even more proud to keep growing our impact.
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