The 7-Star Certificate
of Non-Toxicity
The world's first evidence-based standard auditing the actual toxicity of luxury hotels and spas — measured, not marketed. The first star rating for the air you breathe, the water you drink, the products that touch your skin, and the fabrics and textiles that surround you.
Luxury wellness has a toxicity problem no one is measuring.
Guests pay a premium for health and restoration. The science shows they are being exposed to the very chemicals that undermine both — and no independent standard exists to hold properties accountable. Until now.
Synthetic chemicals found in average newborn umbilical cord blood (EWG, 2023)
Of adults show detectable paraben body burden from personal care products (Environmental Health Perspectives)
Global wellness tourism market in 2026 — 90% of affluent travellers say wellness features drive booking decisions (Grand View Research)
View sourceSynthetic chemicals in commercial use; fewer than 1% have been safety-tested for human health
The Authenticity Gap
UHNW guests pay £500–£2,000 per night for 'wellness' yet are exposed to more endocrine disruptors, phthalates, and flame retardants than they would be at home. The gap between wellness marketing and wellness reality is the single largest unaddressed trust deficit in luxury hospitality.
The Health Escalation
The world's wealthiest families are increasingly health-obsessed — longevity clinics, biohacking, full-body diagnostics, and preventive medicine are now standard UHNW spending. A spa that cannot prove its products are toxin-free is increasingly unacceptable to this demographic.
The Transparency Demand
UHNW travellers lead the demand for ingredient transparency in food, cosmetics, and consumer goods. They apply the same scrutiny to where they sleep. A credible, independent, evidence-based standard is the missing piece.
Every surface, every breath, every bite — audited.
A Johansson assessment scores the property across seven toxin-exposure domains. Each is evaluated on three dimensions: the absence of toxins, the availability of natural alternatives, and documented transparency.
Room Toiletries & Cosmetics
Shampoo, lotion, soap, amenity kits, spa products.
Parabens detected in >96% of urine samples in a study of 100 adults; phthalates show near-universal exposure in Western populations with the strongest human evidence base for endocrine disruption of any chemical group tested.
Environmental Health Perspectives (2012), PMC3404651Bedding & Textiles
Sheets, pillows, robes, towels, mattress covers.
Mattresses emit phthalates and organophosphate flame retardants into bedroom air; levels highest near the bed during sleep. Warmth and body weight increase chemical release. OPEs linked to premature birth and impaired thyroid function.
University of Toronto / EWG (2025), Environmental Science & Technology LettersFurniture & Furnishings
Mattresses, upholstery, curtains, carpets, paint.
VOC exposure from mattresses and furnishings causes respiratory irritation, asthma triggers, and long-term cancer risk. Flame retardants in mattresses linked to infertility, cancer, obesity, and neurodevelopmental disorders.
EPA Indoor Air Quality / Sleep FoundationFood & Beverage
Restaurant, room service, minibar, all-day dining, cookware.
100,000+ synthetic chemicals in commercial use; fewer than 1% safety-tested. 515 synthetic chemicals found in average newborn umbilical cord blood (EWG, 2023). Dietary exposure is a primary pathway for pesticide and additive intake.
EWG / IARC MonographsCleaning & Laundry
Housekeeping chemicals, laundry detergents, pool chemicals.
Phthalates widely detected in human urine in Western countries with the strongest evidence base for endocrine disruption. Fragrance mixtures introduce unstudied novel chemicals into indoor air. Cleaning product reduction rapidly lowers body burden of BPA and phthalates (Inserm, 2023).
Journal of Endocrine Disruptors (2022); ORAPI Asia reviewWater & Air Quality
Drinking water, shower water, indoor air, EMF.
PFAS linked to prostate, kidney, and testicular cancers, immune suppression, and increased cholesterol. Shower steam volatilises chlorine by-products and any dissolved contaminants. Indoor air in sealed luxury environments concentrates SVOCs.
EPA PFAS Assessment; Berkeley Chemistry — Endocrine DisruptersAmbience & Sensory
Candles, diffusers, fragrances, lighting, noise.
Fragrance is a leading source of unstudied novel chemical exposure. Paraffin candles release benzene and toluene. Semi-volatile organophosphate flame retardants continue to off-gas from soft furnishings into indoor air over years.
NRDC — Hormone-Disrupting Chemicals; C&EN (2025)The full criteria
Each domain has a detailed scoring rubric with measurable thresholds. Review the complete methodology.
View the full scoring criteria →Seven stars. One uncompromising standard.
A Johansson star is earned through evidence — and it can be lost. Annual re-audit is what makes the rating mean something. A property cannot buy a star; it can only earn one.
Aware
1 star · 40+ scoreComplete a baseline audit and commit to a documented toxin-free improvement plan.
Committed to the toxin-free journey. Baseline audit completed, improvement plan in place, and at least one domain scoring above threshold.
Engaged
2 stars · 50+ scoreBegin replacing conventional products with natural alternatives across multiple domains.
Active progress across multiple domains with documented natural alternatives beginning to replace conventional products.
Strong
3 stars · 70+ scoreReach 70% toxin-free across all seven domains with natural alternatives available.
70%+ of products toxin-free across all seven domains. A credible wellness property with real substance behind the marketing.
Advanced
4 stars · 78+ scoreDeliver measurable chemical-exposure reductions with guest-facing sourcing transparency.
Deep commitment with measurable reductions in chemical exposure and guest-facing transparency on sourcing.
Excellent
5 stars · 85+ scoreReach 85% toxin-free with documented natural alternatives in every category.
85%+ toxin-free with documented natural alternatives in every category. A genuine leader in non-toxic hospitality.
Exceptional
6 stars · 92+ scoreNear-comprehensive elimination with advanced water, air, and EMF protocols.
Near-comprehensive toxin elimination with advanced water, air, and EMF protocols. World-class by any standard.
World-Class
7 stars · 95+ scoreAchieve 95%+ toxin-free, full ingredient transparency, and pass annual re-audit.
95%+ toxin-free, full ingredient transparency, annual re-audit, guest-facing disclosure. The highest standard of non-toxic luxury on Earth.
Certified properties, ranked by what actually touches you.
The index is published annually. Properties are ranked by their overall toxin-free score and star rating — a transparent, evidence-based league table for the luxury wellness industry.
The first cohort is being assessed
Pilot assessments are underway with select properties in Marbella and London. The inaugural Johansson Non-Toxic Index will be published once the first cohort is certified. Properties that join now will be among the first names on the list.
Apply for the first cohortHow a property earns — and keeps — a Johansson star.
Application
The property submits an assessment request. We review fit and confirm scope.
On-Site Audit
A Johansson assessor evaluates all seven toxin-exposure domains on-site.
Database Scoring
Products, materials, water, and air scored against the JOHA toxin database.
Star Award
The property receives a 1–7 star rating, a detailed report, and the Certificate.
Annual Re-Audit
Stars are re-assessed every year. They can be earned, raised, or lost.
Full on-site audit across 7 domains, scored report, and certification
Re-audit, star renewal, and continued use of the Johansson mark