L’Oréal Group brand Biotherm has been awarded Positive Luxury‘s prestigious Butterfly Mark. It now joins an exclusive luxury community – including L’Oréal Group brands Kiehl’s and YSL– to have been awarded the mark following a rigorous assessment that takes into account governance, social framework, environmental framework, philanthropy, and innovation.

Positive Luxury is an online platform that empowers consumers to buy better by showcasing luxury brands that care. The company’s interactive Butterfly Mark builds trust through transparency, deepening the relationship between people and brands by offering sustainable products and lifestyle choices.

Biotherm’s recognised positive actions include a commitment to equal employment, PVC-free packaging, and water reduction. As a member of the Roundtable on Sustainable Palm Oil (RSPO), the brand is also committed to the use of sustainable palm oil. Both on a local and global scale, Biotherm’s philanthropy project, Water Lovers, funds projects that create marine-protected areas in order to help to restore the ocean.

Alexandra Palt, Chief Corporate Responsibility Officer at L’Oréal, stated: “Biotherm’s strong sustainability commitments, which include improving the biodegradability of its formulas, using more biosourced and renewable materials, optimising its packaging, and raising awareness of the importance of ocean conservation, are emblematic of L’Oréal’s overall sustainability engagement. Positive Luxury’s recognition is a good way to inform consumers of Biotherm’s environmental and social performance.”