THE BUTTERFLY EFFECT

WHAT IS POSITIVE LUXURY?

Positive Luxury launched in 2012, born with a vision to connect consumers with brands that were doing better. Since then the brand has built a leadership position as the partner for luxury brands to visibly validate their sustainable actions and support the communication of this through the Butterfly Mark certification.

ASKING THE DIFFICULT QUESTIONS FOR CONSUMERS

The Butterfly Mark is a third-party accreditation earned by brands that have adopted sustainability as a business strategy. The Butterfly Mark promotes transparency and enables consumers to make informed purchasing decisions. Diana and Karen asks the brands all the difficult questions that consumers are not able to and take into account any other certifications and accreditations the brand may have. This allows them to understand the impact that a company has on people and the planet. Consumers can then click on the Butterfly Mark and see which Positive Actions have been earned by the brand.

The Butterfly Mark certification holistically assesses the overall positive impact of the company, not just one product or collection. Diana and Karen work with companies that fully embrace sustainability as an integral part of their business strategy and core values.

Diana explains that, “brands certified with the Butterfly Mark achieve a minimum verified score of 80% on our rigorous assessment which forefronts the company’s impact. The assessment is based upon ESG&D standards+, which means we take into account ESG&D framework (social, environmental, governance and data stewardship) as well as an evaluation of the company’s innovation efforts in order to future-proof their business.”

Brands that successfully meet the requirements can display the Butterfly Mark. The assessment process gets updated every two years, and companies have to re-apply to renew the rights to display the Butterfly Mark​.

DIANA'S TAKE ON SUSTAINABILITY

Asked about what sustainability means to her, Diana borrows a definition from ‘Our Common Future,’ also known as the Brundtland Report: "Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs." “I believe this is the simplest way to understand what sustainability means.”

Consumers have the ability to influence businesses to change and do more, Diana recommends to “vote with your money, look for accreditations and certifications that verify their beliefs and expectations from businesses.”

Discover brands that have been awarded the Butterfly Mark by Positive Luxury from Kiehls, AVEDA and YSL Beauty on our Sustainable Edit, with many more being added to the list all the time.

BUTTERFLY BRANDS

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