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The Butterfly Mark

Visibly authenticating the positive impact of luxury brands

What is the Butterfly Mark?

The Butterfly Mark is the luxury industry-leading certification that highlights brands, suppliers and retailers that are committed to having a positive impact on nature and society. 

The Butterfly Mark provides confidence that a business is operating in line with international standards and best practice, whilst pursuing innovation and making a considerate effort to go beyond ‘normal’ industry standards. Displaying the Butterfly Mark offers transparency at points of sale and equips 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 the Butterfly Mark 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 YOU FIND the Butterfly Mark?

If you want to know which brands have a Butterfly Mark, you can find a full overview of our 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

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