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The Butterfly Mark


People are increasingly interested in sustainability, but often don’t know which brands reflect their values, and don’t have time to do the necessary research. Positive Luxury is accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.

The Butterfly Mark identifies the luxury brands that meet the highest standards of verified innovation and environmental performance, offering transparency at points of sale and equipping consumers to make more informed purchasing decisions.

Companies contribute to their own sustainability in different forms, so each brand is assigned a bespoke collection of Positive Actions that signifies their unique efforts, illustrating their sustainable and ethical business practices in a simple and consumer-friendly way.


Click the Butterfly Mark to discover a brands unique Positive Actions

How does it work?

Brands who earn the Butterfly Mark can display it on each product page on their website and partner retailer sites, allowing people to click for a clear overview of the brand’s Positive Actions. Offline, the Butterfly Mark can be seen on packaging, in-store, on care labels and within marketing materials.

Click on the interactive mark on your left to understand how the Butterfly Mark works and scroll through each icon to read a short description of the brand’s efforts and achievements as verified by Positive Luxury.

where CAN I find it?

If you want to know which brands have the Butterfly Mark already, you can find a full overview of our brand community by clicking the button below.

If your favourite brand is not on the list, they might already be undergoing the assessment process, so we recommend reaching out to the brand or to us to inquire about their Butterfly Mark.

Our brand community



Become a positive luxury brand

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