Deed Industries 2025 Sustainability Report

From Intention to Impact

*Our journey towards a more ethical, circular and responsible vision of luxury.*

A Note From Our Founder

At Deed Industries, we have never believed that sustainability is something a business can simply declare.

It is something we have to keep working towards.

It lives in the decisions we make about the products we curate, the suppliers we work with, the materials we choose, the packaging we use and the businesses we support.

It lives in the questions we ask before bringing something into our collection.

And increasingly, it lives in our willingness to be measured against standards beyond our own.

2025 was an important year for Deed Industries because it represented a move from intention towards evidence.

Our commitment to ethical and sustainable luxury was independently assessed through Positive Luxury's ESG+ framework, and we became Butterfly Mark certified. The assessment examined our performance across environmental, social and governance areas, giving us a clearer understanding of where we are performing strongly and where there is still work to do.

We are proud of the progress we have made.

We are equally conscious that a good sustainability score is not a finish line.

There is always more to learn, improve and question.

This report is therefore not intended as a celebration of perfection. It is a transparent account of where we are, what we have done, what we have learned and where we want to go next.

Because we believe true luxury shouldn't cost the earth.

Dale
Founder, Deed Industries

Our Purpose

Deed Industries exists to redefine luxury through a lens of conscience, compassion and responsibility.

We curate ethical luxury goods designed with circularity and sustainability in mind, choosing pieces for their intention, design longevity, ethics and quiet beauty.

Our philosophy is simple:

Ethics That Match Your Aesthetics.

We believe beautiful things can be made differently.

That luxury can be thoughtful rather than excessive.

That craftsmanship and sustainability can exist together.

That products can be designed to last rather than simply designed to sell.

And that the things we choose to bring into our lives can reflect our values as much as our personal sense of style.

Our purpose extends beyond the products themselves.

We want to encourage more considered consumption, support businesses and makers who are working towards better practices, and give our customers the information they need to make choices with greater confidence.

2025: From Intention to Impact

2025 marked an important stage in the evolution of Deed Industries.

Our sustainability philosophy has always been central to the business, but during the year we took significant steps towards formalising, measuring and independently assessing that philosophy.

Positive Luxury

We undertook a comprehensive ESG+ assessment with Positive Luxury, an organisation working specifically with the global luxury industry to strengthen sustainability performance and turn sustainability commitments into measurable action.

The assessment examined Deed Industries across environmental, social and governance areas, including climate, biodiversity, circularity, packaging, animal welfare, human rights, diversity and inclusion, people management, procurement, ethics and organisational governance.

Deed Industries received an overall Excellent assessment across all three pillars:

Environmental: 95% | Excellent

Social: 89% | Excellent

Governance: 92% | Excellent

Positive Luxury's assessment provides independent evidence of the systems, policies and practices underpinning our sustainability approach. It also gives us a valuable roadmap for continued improvement.

Butterfly Mark Certification

We are proud to have achieved **Butterfly Mark certification**, recognising Deed Industries' performance against Positive Luxury's ESG+ framework.

For us, certification matters because sustainability claims should be supported by evidence.

We do not want to simply tell our customers that we care about people, animals and the planet.

We want to demonstrate how those principles influence the way we operate.

The Butterfly Mark represents an important step in that journey.

It is not a declaration that we have finished.

It is an independent recognition of where we are today and a framework for where we go next.

Our Environmental Responsibility

Our relationship with the environment begins with a simple belief:

Nature should not be the price of luxury.

Every product has an environmental footprint.

The materials used.

The way it is produced.

The energy required.

The packaging.

The distance it travels.

What happens when it reaches the end of its useful life.

We therefore consider environmental impact throughout the process of selecting and bringing products into our collection.

Our Positive Luxury assessment gave Deed Industries an Environmental score of 95%, rated Excellent. Within this, we received:

93% Climate
100% Animal Welfare

100% Biodiversity
90% Circularity
88% Packaging

These results are encouraging, but they also remind us that environmental responsibility is broader than any single initiative.

Climate

Climate responsibility requires us to look beyond individual products and consider the wider impact of our business and supply chain.

We continue to favour products and suppliers that demonstrate thoughtful approaches to materials, manufacturing, packaging and resource use.

We also support environmental projects through our partnership with Ecologi.

Our Ecologi profile records Deed Industries' climate activity since 2021 and currently includes support for projects including carbon sequestration, grassland restoration and biochar production.

We recognise that environmental contributions do not replace the responsibility to reduce impacts at source.

Our long-term approach is therefore based on both:

Reducing what we can, and supporting positive environmental action where appropriate.

Circularity

Circularity sits at the heart of how we think about better consumption.

We believe the most sustainable product is rarely the one that is simply made from a different material.

It is the product that has been designed to remain useful.

Something that can be refilled.

Something that can be reused.

Something durable enough to be kept.

Something beautiful enough that we want to keep it.

Something that can be repaired rather than immediately replaced.

This is why we seek products that challenge the traditional disposable model of consumption.

Our Positive Luxury assessment awarded Deed Industries 90% for Circularity, reflecting the systems and practices we have established while also highlighting the opportunity for continued development.

We see this as one of the most important areas of our future work.

Circularity in Practice: Mircea

One of the clearest examples of our circular approach in 2025 was the introduction of the Mircea range to our Vanity Collection.

Mircea rethinks one of the most familiar products in our homes: hand and body wash.

Rather than purchasing a new plastic bottle every time a product runs out, Mircea uses an infinitely refillable glass bottle.

The cleansing granules are added to water at home, transforming into a rich hand and body wash.

This changes the model completely.

Instead of repeatedly transporting finished liquid, Mircea transports the active ingredients and the customer adds the water at home.

The brand states that its granule production method uses significantly less energy and water than traditional formulations, while the refillable glass bottle is designed for repeated use.

Mircea also uses a vegan formula containing 98.5% natural ingredients, with natural perfume from Grasse, and is made on the Atlantic coast of France.

The result is an example of what we mean when we talk about sustainable luxury.

The environmental consideration has not been added after the design.

It is part of the design.

The bottle is beautiful.

The formulation is sensorial.

The fragrance is considered.

And the system is designed to keep going.

For us, this is circularity at its most compelling:

not less beautiful, but better designed.

Packaging

Packaging is one of the most visible parts of the environmental impact of an ecommerce business.

It is also one of the areas where relatively small decisions can create meaningful change.

In 2025, Deed Industries continued its commitment to !00% plastic-free outward packaging.

We do not use single-use plastic in the packaging that leaves our business for our customers.

Our approach is rooted in reducing unnecessary materials, favouring recycled and recyclable options where possible and considering whether packaging can have a useful life beyond the moment of delivery.

Positive Luxury specifically recognised packaging as an area embedded within our sustainability processes, with materials assessed for factors including recyclability, recycled content and reusability.

Our Positive Luxury assessment gave us 88% for Packaging.

That score is encouraging, while also giving us a clear incentive to keep improving.

Because the best packaging is not simply packaging that looks sustainable.

It is packaging that has been thoughtfully considered from the beginning.

Animal Welfare

Deed Industries is a vegan luxury business.

Our decision to remain vegan comes from a fundamental belief that beautiful products do not need to depend upon animal suffering.

Our approach is therefore not simply about avoiding animal-derived materials.

It is about actively looking for alternatives that can deliver beauty, performance and craftsmanship without relying on animals.

We seek suppliers who share this philosophy and increasingly look towards innovative plant-based and other alternative materials.

Our commitment to animal welfare was independently assessed by Positive Luxury, where Deed Industries achieved **100% for Animal Welfare**.

For us, compassion and luxury are not opposing ideas.

They belong together.

Nature and Biodiversity

Our appreciation of nature goes beyond environmental protection.

Nature is one of our greatest sources of inspiration.

Its colours, textures, materials and forms influence the way we think about beauty and design.

Protecting biodiversity therefore matters not only because ecosystems are essential to the health of our planet, but because the natural world is fundamental to the aesthetic and emotional experience we want Deed Industries to represent.

Our Positive Luxury assessment awarded Deed Industries 100% for Biodiversity.

We see this as both a recognition of our current approach and a responsibility to maintain those standards as the business evolves.

Our Social Responsibility

Sustainability cannot be separated from people.

Every product has a human story behind it.

Someone designed it.

Someone sourced the materials.

Someone manufactured it.

Someone packed it.

Someone transported it.

Responsible luxury therefore has to consider the people involved at every stage.

Our Positive Luxury assessment gave Deed Industries an overall Social score of 89%, rated Excellent.

Within this pillar:

92% Human Rights and Modern Slavery
100% Diversity, Equity and Inclusion
78% Health, Safety and Wellbeing
86% People Management

These results provide both encouragement and direction.

Our strongest responsibility is not simply to celebrate the areas where we score highly, but to use the assessment to understand where our systems can become stronger.

Human Rights and Modern Slavery

We believe that luxury cannot be considered ethical if the people behind it are treated without dignity.

Our approach is based on working with partners who share our expectations around ethical production, human rights and responsible employment.

During the Positive Luxury assessment, Deed Industries achieved 92% for Human Rights and Modern Slavery.

Positive Luxury specifically recognised the comprehensive policies and supporting documentation established by Deed Industries to create a stronger foundation for social responsibility across our operations and relationships.

Formalising these expectations matters.

Good intentions are important.

Documented standards, accountability and repeatable processes are stronger.

Diversity, Equity and Inclusion

We believe that a responsible business should be built around respect.

Our Positive Luxury assessment awarded Deed Industries 100% for Diversity, Equity and Inclusion.

We will continue to approach our relationships with employees, suppliers, makers, customers and partners with openness and respect.

Inclusivity should not be treated as a separate initiative.

It should be part of the culture of a business.

People, Health and Wellbeing

The people who contribute to a business should never become invisible behind its products.

We recognise our responsibility to support healthy, respectful and sustainable working relationships.

Our Positive Luxury assessment gave us:

78% for Health, Safety and Wellbeing

and

86% for People Management.

These are two areas where we have an opportunity to continue strengthening our approach.

We welcome that opportunity.

A sustainability report should not only record what is going well.

It should help identify where we need to do better.

Sustainable Procurement

What we choose to sell is one of the most important sustainability decisions we make.

Our role as a curator gives us a responsibility to ask questions before products enter our collection.

Where was it made?

What is it made from?

Who made it?

How long is it designed to last?

What happens to it after use?

Can it be refilled, reused or repaired?

Does the supplier share our expectations?

Positive Luxury awarded Deed Industries 97% for Sustainable Procurement.

Their assessment recognised the detailed supplier vetting process we have established, including consideration of factors such as packaging, animal welfare and climate.

This is an important development for Deed Industries.

Sustainable procurement transforms sustainability from something we communicate into something that influences commercial decisions.

Governance and Ethical Business

Good governance may be less visible than a beautiful product, but it is fundamental to a credible sustainability strategy.

Our Positive Luxury assessment awarded Deed Industries an overall Governance score of 92%, rated Excellent.

Our results included:

100% Organisational Governance
97% Sustainable Procurement
98% Ethics and Fair Operating Practices
100% Sustainability Purpose
100% Corporate Social Responsibility
75% Sustainable Development Goals
63% Memberships, Accreditations & Certifications

The assessment has helped us understand that governance is not simply about policies.

It is about creating systems that allow our values to influence decisions consistently.

Sustainability Purpose

Our sustainability purpose received a 100% assessment through Positive Luxury.

This matters to us because sustainability isn't an initiative that sits alongside the Deed Industries business.

It is part of why the business exists.

From our earliest days, we have believed that luxury could be redefined around beauty, ethics, craftsmanship and responsibility.

Our purpose is to make those principles practical.

That means choosing products differently.

Working with suppliers differently.

Packaging differently.

Communicating differently.

And encouraging customers to think differently about consumption.

Positive Luxury's assessment recognises sustainability purpose as one of the strongest areas of our performance.

Beyond the Product

We believe our responsibility extends beyond what happens inside a product or package.

Through environmental partnerships including Ecologi and Greenspark, we support projects intended to contribute to environmental restoration and positive impact.

Our Ecologi profile records Deed Industries' climate activity since 2021 and currently shows a long-term goal of reaching 500 trees planted, alongside support for climate projects around the world.

We also maintain our relationship with Greenspark as part of our wider environmental impact programme.

We are careful about how we describe this work.

Supporting environmental projects does not make the environmental impact of a product disappear.

Nor should it.

For us, these initiatives form one part of a broader approach that begins with making better decisions about what we buy, sell, package and ship.

The Deed Standard

One of the most significant developments in our approach to sustainability has been the creation of The Deed Standard.

We believe that conscious consumption requires more than good intentions.

It requires information.

The Deed Standard is our growing body of educational work exploring subjects including:

Conscious luxury
Ethical luxury
Greenwashing
Sustainable materials
Circularity
Craftsmanship
Refillable design
Longevity
Responsible consumption

The purpose is not simply to tell people what to buy.

It is to encourage better questions.

We want our customers to become more informed, more curious and more confident in evaluating sustainability claims for themselves.

We believe education is part of our responsibility as a retailer.

Where We Can Do Better

Perhaps the most important part of this report is acknowledging that we are not finished.

Our Positive Luxury assessment has given us an independent view of our current performance.

While we are proud to have achieved an **Excellent** assessment across Environmental, Social and Governance pillars, the individual scores demonstrate that there is still room to improve.

In particular, we see opportunities to continue developing:

Circularity

We want to explore further ways to keep products and materials in use for longer.

Packaging

Although our outward packaging is now 100% plastic-free, we will continue examining materials, suppliers and systems for further improvements.

People and wellbeing

Our assessment has highlighted opportunities to strengthen our approach to health, safety, wellbeing and people management.

Measurement

We want to become increasingly rigorous about measuring the impact of the choices we make.

Transparency

We want to continue moving away from broad sustainability claims and towards clearer evidence.

This is what progress looks like to us.

Not perfection.

Progress.

Our Commitments for 2026

Our work does not end with certification.

If anything, independent assessment gives us greater responsibility to continue improving.

Our priorities for the next stage of our journey include:

Continue developing circularity

We will seek out more products and systems designed around refill, reuse, longevity and reduced waste.

Strengthen supplier relationships

We will continue developing our supplier vetting and sustainability expectations, ensuring that our purchasing decisions reflect our values.

Improve measurement

Where possible, we want to move from describing positive intentions towards measuring actual outcomes.

Continue reducing unnecessary packaging

Our outward packaging will remain plastic-free, while we continue to examine materials, reusability and recyclability.

Build on Butterfly Mark certification

We will use the Positive Luxury framework as an ongoing tool for improvement rather than treating certification as an endpoint.

Expand The Deed Standard

We will continue creating educational resources to help consumers understand ethical luxury, sustainability, circularity and conscious consumption.

Keep asking better questions

Perhaps our most important commitment is also our simplest.

Before we bring something into our collection, we want to keep asking whether it genuinely belongs there.

From Intention to Impact

When we founded Deed Industries, the idea was simple.

Luxury should not have to cost the earth.

Since then, that idea has become a much bigger conversation.

We have learned that sustainability is complicated.

That there are rarely perfect answers.

That every material has a story.

That every supply chain has complexity.

That beautiful intentions need strong systems behind them.

And that transparency means being willing to talk not only about achievements, but about the areas where we still have work to do.

Our 2025 Positive Luxury assessment and Butterfly Mark certification represent an important milestone in that journey.

They provide independent evidence of the systems and practices we have been building, while giving us a framework for continued improvement.

But the most important measure is what happens next.

The products we choose.

The suppliers we support.

The materials we question.

The packaging we eliminate.

The things we design to last.

The information we share.

The standards we raise.

And the decisions we make when nobody is watching.

We don't believe sustainability is something a business achieves once.

It is a practice.

A process of asking better questions, making better choices and continuing to improve.

That is what From Intention to Impact means to us.

Not that we have arrived.

But that we are moving in the right direction.

One thoughtful choice at a time.

This is luxury with a purpose.

This is Deed Industries.

Our 2025 Sustainability Snapshot

ENVIRONMENTAL

95% | EXCELLENT

Climate: 93%
Animal Welfare: 100%
Biodiversity: 100%
Circularity: 90%
Packaging: 88%

SOCIAL

89% | EXCELLENT

Human Rights & Modern Slavery: 92%
Diversity, Equity & Inclusion: 100%
Health, Safety & Wellbeing: 78%
People Management: 86%

GOVERNANCE

92% | EXCELLENT

Organisational Governance: 100%
Sustainable Procurement: 97%
Ethics & Fair Operating Practices: 98%
Sustainability Purpose: 100%
Corporate Social Responsibility: 100%
SDGs: 75%
Memberships, Accreditations & Certifications: 63%

Positive Luxury ESG+ assessment results for Deed Industries.

Our Approach

People.

Because ethical luxury must respect the people who create it.

Animals.

Because beauty does not require animal suffering.

Planet.

Because the natural world is not an infinite resource.

Circularity.

Because products should have lives, not simply lifespans.

Craftsmanship.

Because things made with care deserve to be kept.