The company will join other L’Oréal brands with the mark including Kiehl’s and YSL
Biotherm has been awarded the Butterfly Mark by Positive Luxury.
The mark helps consumers identify a luxury brand that ‘cares’; assessment to gain the mark includes the consideration of criteria including transparency, sustainability and philanthropy.
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.”
Biotherm also commits to equal employment, PVC-free packaging and water reduction.
It is a member of the Roundtable on Sustainable Palm Oil and runs a philanthropy project, Water Lovers, that helps fund projects that create marine-protected areas.