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.
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
THE BUTTERFLY EFFECT
CERTIFIED & IN ASSESSMENT ORGANISTATIONS
IMPACT NETWORK PARTNERS
LUXURY CONSUMER REACH
Testimonial
Flemings Mayfair
“Partnering with Positive Luxury has been a catalyst for strengthening our sustainability practices. Their expertise has guided us in sourcing products that meet rigorous environmental standards and improving our packaging efficiency. With their support, we’ve refined our internal processes, from risk assessments to employee training, ensuring that sustainability is embedded in everything that we do.”
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
AYUNA
“Working with Positive Luxury has further solidified our commitment to creating positive change, helping us structure and formalise our initiatives more systematically. Their guidance has enriched our approach, offering new perspectives and motivating us to maintain clear, well-defined objectives for continuous improvement. This partnership has deepened our understanding and implementation of sustainable practices, establishing Ayuna as a conscious and responsible beauty leader.”
THE DIGITAL BUTTERFLY PASSPORT
The Digital Butterfly Passport allows you to delve into the detail. It is a tool that can help you make a more informed decision about the brands and products you choose. It is an easily accessible digital brand passport that allows our Real Changemakers to share their progress to date. You can explore how a brand performed in areas such as climate, nature and water, how they treat workers and communities, and well as how responsibly and ethically they run their business. It shows exactly what they scored in the assessment and what other certifications they hold.