CHOOSE PROOF OVER PROMISES.
Luxury consumers demand evidence. Regulators demand transparency. AI-driven discovery demands credible sustainability information. The Butterfly Mark gives luxury brands verified proof of their sustainability action – helping build trust, communicate with confidence and gain competitive advantage in a market where credibility matters.
WHAT IS THE BUTTERFLY MARK?
The Butterfly Mark is sustainability certification designed specifically for luxury brands, built around clear, evidence-based requirements across Environment, Social and Governance – the three key pillars of sustainability. Brands must provide clear evidence of the action they are taking and must meet the requirements for their business size. Every brand that earns the Butterfly Mark receives a Digital Butterfly Passport, giving accessible proof that sustainability requirements have been met, across areas such as climate, nature and water, how they treat workers and communities, and how responsibly they run their business. QR codes and digital widgets for web pages allow brands to communicate their verified sustainability action with transparency and confidence.
WHY THE BUTTERFLY MARK MATTERS
Sustainability has moved from aspiration to accountability. Luxury consumers want to know what sits behind claims, regulators are demanding greater transparency, and brands need credible sustainability information that can be easily understood and discovered. The Butterfly Mark turns sustainability action into independently verified proof. It helps luxury brands build trust, communicate with confidence, strengthen their position in a changing market and unlock opportunity with consumers, employees and partners.
- Give consumers credible proof that your sustainability action has been assessed against clear, evidence-based requirements.
- Turn complex sustainability information into clear, structured and credible proof that can be shared with consumers, employees, partners and other stakeholders.
- Make credible sustainability information easier to find and understand through digital channels, packaging, point of sale and AI-driven search and discovery.
- Use independently verified sustainability action to strengthen your brand, differentiate your business and create opportunity with consumers, partners and other stakeholders.
A GLOBAL MOVEMENT OF BRANDS TO TRUST
Brands that earn Butterfly Mark Certification become part of our global community of Brands to Trust. Explore the full list here
THE BUTTERFLY EFFECT
BRANDS CERTIFIED & IN ASSESSMENT
DIGITAL BUTTERFLY PASSPORTS
OF CLIENTS RECOMMEND US
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."
