CHOOSE THE BUTTERFLY
We created the Butterfly Mark as the mark of real change, for a world that desperately needs it. We award it only to brands meeting higher and higher standards for people and nature. Each one has to undergo a comprehensive assessment built on the foundation of international agreements, global frameworks and standards, and even potential upcoming legislation. And every two years, they have to do it all over again. The bar is forever rising, but our brands keep rising to meet it. Progress over perfection, difficult work over easy wins, and transformation you can trust. That’s what our mark symbolises.
TRANSPARENT SCORES: THE DIGITAL BUTTERFLY PASSPORT
To help make more informed decisions about the brands and products you choose, our brands proudly display their Butterfly Mark on packaging, in-store, online and social channels. They also receive a Digital Butterfly Passport – a digital passport easily accessible online or via QR code, allowing you to explore in detail how a brand performed in areas such as climate, nature and water, how they treat workers and communities, and how responsibly and ethically they run their business. It shows – transparently and honestly – what they scored in the assessment and what other certifications or accreditations they hold.
REAL CHANGE YOU CAN TRUST
We believe luxury should lead and have the highest standards for sustainability. If you see a brand bearing the Butterfly Mark, you know that they're delivering real change to positively impact people and nature.
- We’re science-based and expert-led. All of the questions in our assessment are built on the foundation of international regulations, future potential legislation, global frameworks and standards including the UN’s Sustainable Development Goals and the UN Global compact. It also takes into account leading independent certifications.
- We believe in the power of honesty and transparency. When companies are open about their sustainability journey, it allows people to make informed decisions about what you buy and lives up to your values. That’s why we empower our brands to be transparent about where they are today and where they aim to be tomorrow.
- The Butterfly Mark is a catalyst, not a capstone. The act of taking our assessment drives changes within organisations – and passing it can unleash a ripple effect that reaches far out into society. And it’s a living label, not an endpoint. Every two years, companies have to do it all again – we never just certify brands and move on.
- We create Real Changemakers: businesses that have proven to meet higher and higher sustainability standards. We have supported and guided almost 200 luxury brands to embed measurable sustainability practices across their business and inspire others.
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."
