Positive Luxury Appoints Control Union as First Authorised Independent Certification Body for Butterfly Mark

10 Nov 2026

Positive Luxury has announced the appointment of Control Union as the first authorised independent certification body for its Butterfly Mark. Control Union will independently assess whether brands meet the requirements and make certification decisions.

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 "

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Source: Positive Luxury