The First Luxury Hotel Group to Commit to
7-Star, Toxin-Free Living
A narrative partnership — marrying Maybourne's “stories of distinction” and Surrenne longevity vision with the world's first audited toxin-free standard.
Prepared by Johansson Toxin Free Living — for the leadership of Maybourne Hotel Group.
A story of distinction, heritage — and the next frontier no competitor has reached
This is not a pitch. It is an invitation to finish a story Maybourne began over two centuries ago.
Maybourne didn't enter wellness.
It built the world's first longevity club.
For over two centuries, Maybourne has been creating stories of distinction — Claridge's, The Connaught, The Berkeley, and now The Emory, The Maybourne Beverly Hills and The Maybourne Riviera. Six of the most renowned hotels in the world, each retaining its timeless appeal and individual nature. “Stories of distinction that reflect the individual nature of its properties, its guests and its people” is not a line on a website; it is the architecture of the group.
Now, under Chairman José Silva — four decades of global luxury hospitality leadership — Maybourne has set its course to more than double the portfolio, with palace-style hotels and ultra-luxury residences planned for Paris and beyond. At The Emory, the group has already built Surrenne — a private longevity and wellness club spanning four floors, honoured two years running as the World's Best Private Members' Club Spa, where “science-led wellness meets modern longevity.”
And the direction is unambiguous. In its own words, Maybourne has named the destination: “a holistic approach that blends ancient wisdom with cutting-edge bio-innovation” to “promote vitality and longevity.” That sentence is the door. Because the only way to deliver longevity as a biological outcome is to control the chemical environment the guest sleeps in, bathes in, eats from and breathes. And no luxury hotel group in the world has done it yet.
A group built to lead
Service heritage
Over 200 years of hospitality — Claridge's, The Connaught, The Berkeley, The Emory, Beverly Hills and the Riviera
Claridge's, Mayfair
Established 1812 as Mivart's; current Art Deco building opened 1898 — an icon of London luxury
The Connaught, Mayfair
Centuries of legendary service and the world-famous Connaught Bar
The Berkeley, Knightsbridge
A London icon since 1897 — rooftop pool, Michelin-starred dining
The Emory, Belgravia
Maybourne's modern masterpiece — 61 all-suite rooms overlooking Hyde Park
Global footprint
The Maybourne Beverly Hills (acquired 2019) and the cliffside Maybourne Riviera, Côte d'Azur
Surrenne
Private longevity club at The Emory — World's Best Private Members' Club Spa, 2024 & 2025
Recognition
Claridge's and The Connaught named in The World's 50 Best Hotels 2026; Riviera in the Top 100
“Stories of distinction” already names the destination. Johansson is the last mile.
Maybourne's promise — to create stories of distinction that reflect the individual nature of each property and guest — already points exactly where the next decade of luxury is going. Johansson's work is simply the last mile: making each story measurably true at the molecular level, across every room, spa, restaurant and surface a guest touches.
The group has the heritage. Surrenne has the science. What has been missing — until now — is the standard that turns a philosophy into proof.
Where the growth strategy meets its defining differentiator
Double the portfolio
Palace-style hotels and ultra-luxury residences planned for Paris and beyond. Every new opening is a chance to lead with a standard no competitor can name — and a reason for UHNW travellers to choose Maybourne first.
Surrenne & Longevity
Surrenne already leads the world in private longevity wellness. The leap from programming to biological outcome is won or lost in the chemical environment — the one variable Johansson controls end to end.
The longevity guest
The world's wealthiest families are now health-obsessed. They scrutinise ingredients in food and cosmetics — and they will apply the same scrutiny to where they sleep. The first group to answer wins their loyalty for a generation.
The largest unaddressed trust deficit in luxury hospitality
Today's UHNW guest pays £500–£2,000 a night for “wellness” and “longevity” — and inhales chlorinated spa by-products, sleeps inches above flame-retardant foam, and absorbs parabens through warmed skin in the very treatment room sold as a sanctuary. The gap between the longevity story and the biological reality is real, it is measurable, and it is growing in the minds of the guests who matter most.
Maybourne — the group that built the world's best private longevity club — is the one group with the heritage, the authority and the credibility to close it. Not a challenger. Not a newcomer. The custodian, finishing what it started.
The seven domains, told as a story
Not a risk audit. A vision of what each part of the guest experience becomes when the chemical noise is gone.
Room Toiletries & Cosmetics
Maybourne built Surrenne — the world's best private members' club spa — on the promise of longevity. The next chapter is the one no competitor can copy: water that heals instead of vapourising disinfection by-products into open pores, formulations free of endocrine disruptors, and air in the treatment room as clean as the intention behind it. The club that set the standard for longevity wellness can reinvent itself as the first spa a guest leaves less burdened than when they arrived.
Bedding & Textiles
A third of a guest's stay is spent inches above a mattress engineered for fire safety, not biological safety. Flame retardants, formaldehyde and PVC off-gas into the very hours meant for cellular repair. A toxin-free room gives those hours back — organic textiles, natural latex, zero-VOC finishes, filtered air and water, amenities that score 80+ on the JOHA engine. The night becomes what luxury always promised: restoration.
Furniture & Furnishings
From the Art Deco elegance of Claridge's to the modernist interiors of The Emory, Maybourne's rooms are among the most admired in the world. The next layer is invisible: conventional upholstery, MDF and synthetic carpets off-gas formaldehyde and organophosphate flame retardants for years. A toxin-free interior chooses solid wood, natural latex and natural-fibre upholstery, low- and zero-VOC paints and finishes, and PFAS-free carpets — so every room is chemically quiet from the day it opens.
Food & Beverage
Maybourne's kitchens — from the Connaught to the Claridge's Foyer — are world-renowned. Toxin-free dining completes the circle: organic and regenerative produce, cold-pressed oils, cast-iron and stainless cookware in place of forever-chemical non-stick, filtered cooking water, and children's menus free of synthetic dyes and preservatives. The cuisine stays exceptional; the chemical load it carries quietly disappears.
Cleaning & Laundry
Housekeeping is the most frequent chemical contact a guest has with a room — and the least examined. Phthalate-laden detergents, synthetic fragrance and quaternary ammonium disinfectants settle on every surface and linen a guest touches. A toxin-free housekeeping standard uses fragrance-free, plant-based formulations, fragrance-free linen options for sensitive guests, and non-chlorinated spa and pool water — so 'clean' stops being a hidden cost and becomes part of the longevity promise.
Water & Air Quality
Whole-property water filtration, HEPA and biophilic air purification, low-EMF sleep architecture and circadian lighting are the invisible luxury the UHNW guest can feel but never see. This is the infrastructure that turns 'stories of distinction' from a promise into a measured, certified reality — and the foundation of Surrenne's longevity vision as a biological outcome.
Ambience & Sensory
The last layer of luxury is sensory, and it is where hidden chemistry often hides in plain scent. Paraffin candles release benzene and toluene; synthetic diffusers introduce unstudied novel chemicals into the air a guest breathes all night. A toxin-free sensory layer uses essential-oil-only scenting with fully disclosed oils, beeswax or soya-wax candles, circadian-aware lighting that protects the guest's sleep biology, and acoustic design that lets the night do its work — so the atmosphere heals rather than burdens.
A marriage of ambition and proof
Maybourne's words, paired with what it takes to make them measurably true.
“Creating stories of distinction that reflect the individual nature of its properties, its guests and its people.”
A story of distinction is only true if it is true at the molecular level. Johansson audits every product, surface, water source and air pathway a guest touches — so each story Maybourne tells becomes a score a guest can see, not a word on a brochure.
“Science-led wellness meets modern longevity.”
Science-led wellness demands a measured chemical environment. The single largest controllable input to a guest's biological age during a stay is the toxin load they absorb through skin, air, water and food. Johansson is the engine that controls it.
“Every element is considered, with longevity and holistic wellbeing existing in quiet harmony.”
Every element is also a chemical element — the sheet, the shampoo, the shower steam, the cooking oil, the gym mat. A toxin-free standard makes 'every element' true at the molecular level, the place no competitor has reached.
“Our longevity and wellbeing programmes are unlike anything else available anywhere in the world.”
The one layer no longevity programme in the world has yet controlled is the chemical environment the guest sleeps, bathes, eats and breathes in. Johansson is that layer — the missing mile between a wellness programme and a biological outcome.
“A holistic approach that blends ancient wisdom with cutting-edge bio-innovation.”
Bio-innovation begins with what the guest absorbs. The most ancient wisdom — that the body heals in a clean environment — now has the cutting-edge standard to make it measurable, certified and true across every Maybourne property.
Why being first is worth more than being better
$600B+
Projected global longevity economy by 2030
10–25%
Premium UHNWI pay for certified toxin-free environments
0
Luxury hotel groups with a certified toxin-free standard today
7
Stars in the Johansson Non-Toxic Award — the category to own first
The first luxury hotel group to certify to the Johansson 7-Star Non-Toxic standard doesn't just add a feature. It creates a category — and owns it for a decade. Every competitor that follows will be measured against the standard Maybourne defined.
Maybourne built the world's best longevity club. It can now build the toxin-free hotel.
This is not a departure from the heritage. It is the heritage, completed. The same pioneering spirit that built Surrenne — that made longevity the heart of the promise — now has the tools to make it measurably, certifiably, biologically true.
The guests are ready. The science is ready. The standard exists. What remains is the decision to be first.
Phase 1
Pilot Audit — one flagship property scored across all seven toxin domains against the JOHA database
Phase 2
Transform & Certify — reformulate amenities, textiles, water, air and dining; earn the Johansson certificate
Phase 3
Lead the Category — roll the 7-star toxin-free standard across the Group as the defining pillar of Surrenne's longevity vision
Prepared by Johansson Toxin Free Living Ltd · For discussion with the leadership of Maybourne Hotel Group