CHOOSE PROOF OVER PROMISES.
Luxury consumers demand evidence. Regulators demand transparency. AI-driven discovery demands credible sustainability data. The Butterfly Mark is an independent sustainability certification designed specifically for luxury brands. It verifies ESG performance across governance, environmental impact, social responsibility and innovation, and makes that verified data visible to consumers, partners and investors. The result: stronger trust, reduced risk and increased competitive advantage.
WHAT IS THE BUTTERFLY MARK?
Independent sustainability certification for luxury brands. The Butterfly Mark assesses performance across four pillars:
Governance
Environment
Social impact
Sustainable innovation
Brands must meet robust minimum standards across each pillar to achieve certification. They then receive the Digital Butterfly Passport, which turns certification into visible consumer proof on how a brand performs in areas such as climate, nature and water, how they treat workers and communities, and how responsibly and ethically they run their business. QR codes, product pages and digital touchpoints allow brands to communicate verified sustainability performance with transparency and confidence.
WHY IT MATTERS NOW
Luxury has moved from aspiration to accountability. Consumers research brands before purchase, investors assess ESG risk and regulators increasingly enforce green claims legislation. Independent verification replaces claims with credible proof – and unlocks opportunity with consumers, employees, partners and investors.
- 1. Baseline ESG+ assessment
2. Performance improvement
3. Review and certification
4. Butterfly Mark and Passport awarded
5. Ongoing improvement
- The Butterfly Mark is designed specifically for luxury brands and retailers, reflecting the complexity of luxury supply chains, materials and consumer expectations. It also includes the unique Digital Butterfly Passport.
- Beauty and Fragrance
Fashion and Accessories
Jewellery and Watches
Interiors and Living
Premium Drinks
Travel and Hospitality
- In a market defined by scrutiny and transparency, verified sustainability performance is a competitive advantage.
Choose accountability.
Choose credibility.
Choose the Butterfly.
A GLOBAL MOVEMENT OF BRANDS TO TRUST
We call the brands that earn Butterfly Mark certification the Real Changemakers. They can be found across the globe. Explore the full list of Changemakers here.
THE BUTTERFLY EFFECT
BRANDS CERTIFIED & IN ASSESSMENT
DIGITAL BUTTERFLY PASSPORTS
AVERAGE SUSTAINABILITY IMPROVEMENT
Testimonial
Monica Vinader
"At Monica Vinader, we see Positive Luxury as a strategic partner – not only through the Butterfly Mark certification, but also through the collaborative process that supports us in refining and advancing our sustainability goals. Their rigorous standards and expert guidance have helped us identify opportunities for improvement, embed accountability across our operations and stay ahead of evolving expectations. Collaboration with organisations like Positive Luxury is essential as we move forward. The challenges we face require collective action and shared knowledge. Working with trusted partners ensures we stay credible, ambitious and impactful in delivering a more sustainable future for luxury."
Testimonial
MEJURI
“This Butterfly Week we are thrilled to stand alongside so many Real Changemakers. As a Butterfly Mark certified company, Mejuri is demonstrating that our long-standing commitments to people, planet, product, and philanthropy are in line with the highest industry and international standards. Mejuri is dedicated to doing things better, more thoughtfully, and more responsibly. As our founder and CEO, Noura Sakkijha, often says sustainability isn’t a trend for us – it’s an ongoing commitment that requires constant learning, reinvention, and transparency. Working with Positive Luxury has reinforced our pledge to implementing real change. We are grateful to Positive Luxury and the prestigious Butterfly Mark certification for holding us accountable as we champion positive impacts in our communities, the industry, and the world.”
Testimonial
Marbella Club Hotel
"Positive Luxury has set an exceptionally high bar, providing a clear and ambitious roadmap that has challenged us to meet rigorous standards and strengthened every part of our sustainability strategy. Their guidance, tools and framework, particularly through the Butterfly Mark, have not only elevated our performance but also positioned us to be resilient in the face of emerging environmental regulations and climate-related risks. Earning the Butterfly Mark has given us a recognised and trusted symbol that communicates our commitment with clarity and credibility, not only to our guests, but also to our partners, investors, and wider community."
