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THE LUXURY SUSTAINABILITY EXPERTS

Positive Luxury works exclusively with the global luxury industry to turn sustainability into competitive advantage. Since 2011 we have helped brands move from promise to proof – strengthening operations, reducing risk and increasing consumer trust. We understand the complexity of luxury value chains, the scrutiny premium brands face and the importance of protecting price and reputation.

COMMERCIAL VALUE. CONSUMER CONNECTION

Luxury consumers increasingly expect sustainability proof alongside heritage, craft and quality. By helping companies meet – and prove – higher standards for people, nature and business, our clients reduce risk and increase resilience. Our communication tools then strengthen consumer engagement and help unlock new growth opportunities.

OUR PURPOSE

Our purpose is to transform the luxury industry, for the good of all. Because when luxury raises its standards, others aspire to follow. Through ESG+ assessment, Butterfly Mark certification and strategic advisory services we help brands strengthen operations and build consumer trust.

BUTTERFLY MARK CERTIFICATION

Move from promise to proof with luxury’s leading independent sustainability certification and digital brand passport. Underpinned by our world-leading ESG+ framework, the Butterfly Mark verifies measurable performance across governance, environment, social impact and innovation. Certification replaces claims with credible evidence – strengthening operations, protecting value and increasing appeal to today’s luxury consumer.

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SUPPLIER VETTING & CONSULTING SERVICES

Alongside Butterfly Mark certification, we offer luxury supplier vetting under the Good Supplier Programme. We also blend technical expertise with luxury industry experience to deliver impactful ESG solutions across communications, strategy, governance, transformation and adaptation. From consultancy to carbon footprinting, we maximise the value of your sustainability projects large or small.

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OUR STORY: POSITIVE BY NAME, AND NATURE

Founded in 2011, Positive Luxury was born to action real change in an industry whose influence shapes global aspiration. We were inspired by the story of the large blue butterfly – once extinct in the British Isles, now thriving again through scientific understanding and collaboration. Its revival proved that meaningful change requires expertise, accountability and collective action. Luxury works the same way. Each sector operates within its own complex ecosystem, from supply chains to consumer expectations. Our certification and advisory services are designed to address those unique challenges. Today more than 150 luxury brands across the globe are part of our movement, raising standards for people, nature and business.

VISION

From the supply chain to the end product, we envision a future where the core principles of luxury and sustainability are fully and genuinely symbiotic.

MISSION

Our mission is to shape a sustainable future for luxury by redefining the business model and rebuilding consumer trust.

OUR PARTNERS

Our ESG+ framework is built upon the foundation of international agreements, frameworks and standards and is updated regularly to ensure clients can be confident they are meeting evolving higher standards. The Positive Luxury Impact Network is a collective of expert partners across the luxury sustainability and marketing sectors unified by our purpose to transform luxury for the good of all. We believe collaboration is key to reaching higher standards, actioning real change and building trust. Browse a selection of our sustainability, communications, technology and industry body partners below.

BSI

Sustainability partner

BAKER MCKENZIE

Legislation partner

UN FASHION & LIFESTYLE NETWORK

Sustainability partner

WORLD BENCHMARKING ALLIANCE

Sustainability partner

Living Wage Foundation

We are a Living Wage Employer

WORLD BIODIVERSITY SUMMIT

Sustainability partner

THE WOMEN’S CHAPTER

Sustainability partner

BRITISH BEAUTY COUNCIL

Beauty industry partner

Sustainable Beauty Coalition

Beauty industry partner

COSMETIC EXECUTIVE WOMEN UK

Beauty industry partner

PROFESSIONAL BEAUTY

Beauty industry partner

GLOBAL SUSTAINABLE TOURISM COUNCIL

Travel industry partner

SWISSTAINABLE

Travel industry partner

Buyerdock

Technology Partner

51TOCARBONZERO

Technology partner

Zevero

Technology partner

Carbonfact

Technology partner

Brink

AI Technology Partner

Technology partner

SURVEY SOLUTIONS

Technology partner

STRØM WORKS

Technology partner

CHELSEA DESIGN CENTRE

Interiors industry partner

LAUNCHMETRICS

Industry data partner

EASYFAIRS

Packaging partner

SMARTWORKS

Charity partner

SMILEY

Fashion partner

Our Team

Nobody understands the intersection of sustainability, luxury and consumer expectations like Positive Luxury. Our team combines expertise in luxury, sustainability and communications to deliver rigorous standards, clear strategy and measurable impact. Our culture values purpose, collaboration and excellence, and we pride ourselves on the relationships we build with our clients. That is why 95% of the brands we work with would recommend us, and in 2024 we were recognised by The Sunday Times as one of their Best Places to Work.