Positive Luxury is pleased to announce the shortlist for the 2025 Positive Luxury Awards, celebrating exceptional innovation and leadership in sustainability across the luxury industry. As global challenges such as climate change and social inequality continue to intensify, the need for bold ambition and meaningful action has never been more pressing. Positive Luxury believes the luxury sector must lead the way in setting new standards and fostering positive change, demonstrating that business success and sustainability can thrive together.
The Positive Luxury Awards honour brands, retailers, and suppliers who are pioneering change and raising industry standards across the supply chain. Judged by an independent panel of experts—including academics, thought leaders, and industry executives—the Awards offer a platform to recognise organisations for their commitment to sustainability, innovation, and ethical practices. By spotlighting those pushing boundaries, Positive Luxury hopes to inspire the wider industry to reach even greater heights.
This year’s Awards were open to luxury brands, retailers, and suppliers across six categories: Beauty & Fragrance, Fashion & Accessories, Jewellery & Watches, Premium Drinks, Travel & Leisure, and Interiors & Living. The judging panel assessed entries based on their dedication to driving meaningful change through sustainability initiatives, governance, and social impact.
The shortlisted businesses for the 2025 Positive Luxury Awards are as follows:
Beauty Business of the Year
• Altra
• Ayuna (Butterfly Mark certified)
• Miller Harris (Butterfly Mark certified)
• UpCircle Beauty
Fashion & Accessories Business of the Year
• Bbase (Butterfly Mark certified)
• Canada Goose
• Nudea
• Untouched World
Interiors Business of the Year
• Goldfinger
• Homefulness
• House of Hackney
• The Azek Company
Jewellery Business of the Year
• Alex Monroe
• Fine Jewellery
• Mejuri (Butterfly Mark certified)
• Skydiamond
Premium Drinks Business of the Year
• Avallen Spirits
• Donum Estate
• Mezcal Reina
• Santa Rita Estates
Travel Business of the Year
• Fairmont & Raffles Hotels & Resorts
• Journeys with Purpose
• Lamington Group
• Marbella Club (Butterfly Mark certified)
Responsible Luxury Business of the Year
• Allect Design Group
• Deckers Brands
• Monica Vinader
• Nissaba
The winners of the 2025 Positive Luxury Awards will be announced in April. Amy Nelson-Bennett, CEO of Positive Luxury, shared her congratulations for the finalists, stating: "Congratulations to all the exceptional luxury brands, retailers, and suppliers who have been shortlisted for this year’s Positive Luxury Awards. This is the time for luxury to lead by example, driving positive change for the good of all – people, nature, and business. All of our shortlisted businesses are at the forefront of the global luxury industry, leading meaningful transformation. We look forward to announcing the winners of the Awards in April 2025."
About Positive Luxury
Positive Luxury is committed to driving transformative change within the luxury industry by promoting sustainable and responsible business practices. Through its Butterfly Mark certification, Positive Luxury identifies and supports brands that meet the highest standards of sustainability, innovation, and ethics.
