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Positive luxury

Through the Butterfly Mark, we’re creating a community of consumers and luxury brands who care about the future


Positive Luxury is the company behind the Butterfly Mark, a unique mark awarded to luxury lifestyle brands in recognition of their commitment to creating a positive impact on our world.

The Mark recognises a brand’s actions across these key areas: governance, social and environmental frameworks, community investment and innovation. We evaluate brands through a comprehensive assessment process that is reviewed by our Sustainability Council, industry experts and institutional partners.

When a brand passes our assessment process, they receive the Butterfly Mark, which visibly authenticates luxury brands that contribute to a better world.

Butterfly Mark About us

Brand community

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Become a positive luxury brand

Whether you are a brand, supplier or retailer, you are just one step away from beginning your journey to earn the Butterfly Mark. Start the process today or contact us for a preliminary chat. We would love to hear from you.

Start your journey