Control Union becomes first authorized independent certification body for Positive Luxury’s Butterfly Mark

Control Union has been appointed as the first authorized independent certification body for Positive Luxury’s Butterfly Mark, a sustainability certification specifically designed for the luxury industry.

The partnership forms part of Positive Luxury’s evolution of the Butterfly Mark in response to changing expectations for sustainability certification, including the EU’s Empowering Consumers for the Green Transition (ECGT) directive. It brings Control Union’s international auditing and certification expertise to a scheme designed specifically for the luxury industry.

Building confidence in a changing regulatory landscape

Luxury is entering a new era of accountability. Brands face growing expectations to substantiate their sustainability claims, while consumers need clearer, more trustworthy information. The evolved Butterfly Mark combines transparent requirements with independent verification, helping brands demonstrate credible action and build a stronger foundation for credible communications. And it gives consumers greater confidence in the brands they choose.

Requirements focused on what matters to luxury

The new Butterfly Mark covers up to 21 evidence-based requirements across Environment, Social and Governance. These address issues particularly relevant to luxury, including responsible sourcing, materials and circularity, carbon emissions, water, human rights and business ethics. The requirements and supporting certification scheme documentation are publicly available, providing greater transparency into what earning the Butterfly Mark involves. Existing Butterfly Mark certified brands are transitioning from Positive Luxury’s previous assessment model to the new requirements and independent third-party certification.

Jamie Moore, Managing Director of Positive Luxury, commented:

“Real luxury is built on trust, and real trust needs real proof. As expectations rise, luxury brands need to show what they’re doing on the sustainability issues that matter and give consumers clear reasons to believe in that progress.”

“Our partnership with Control Union marks an important step for the Butterfly Mark. It gives brands a stronger foundation for demonstrating their action and helps consumers choose with greater confidence.”

Toru Tsuzaki, Certifications Director at Control Union UK, commented:

“We are delighted to partner with Positive Luxury on the next evolution of the Butterfly Mark. As expectations around sustainability claims continue to increase, independent certification plays a vital role in providing confidence, transparency and credibility for both brands and consumers. This collaboration combines Positive Luxury’s deep understanding of the luxury industry with Control Union’s global certification expertise, creating a robust framework that rewards genuine sustainability performance and supports responsible business practices across the sector “

ABOUT CONTROL UNION

Control Union is a global testing, inspection, verification and certification organization. Operating across international supply chains and a wide range of sustainability programmes, helping companies back up their claims about compliance and responsible sourcing with independent assurance.

ABOUT THE BUTTERFLY MARK

The Butterfly Mark is a sustainability certification for luxury, helping consumers find Brands to Trust. To earn it, brands must provide evidence of their action across Environment, Social and Governance criteria, meeting every requirement that applies to their business. The certification covers a broad range of sustainability issues across environment, social and governance, with a particular focus on those key to luxury, including responsible sourcing, materials and circularity, alongside greenhouse gas emissions, water, fair pay, human rights and business ethics. Certification is independently verified, giving consumers confidence that the requirements have been met. The Butterfly Mark helps consumers make more informed choices about the brands they buy from.

ABOUT POSITIVE LUXURY

Positive Luxury are the sustainability experts for the luxury industry, working exclusively with luxury brands, retailers and suppliers. They combine deep sector expertise with sustainability certification, helping businesses turn sustainability into credible action, consumer engagement and commercial value. Through the Butterfly Mark, Positive Luxury shape a more sustainable future for luxury, for the good of all.