Pack4Good initiative accelerates the transition to circular, vital-forest-free packaging
solutions shaping the future of sustainable luxury in the global hospitality industry
November 6, 2025, National: Today, Vanity Group, a member of La Bottega Collective, a global leader in luxury hotel amenities, has signed onto Canopy’s Pack4Good initiative, committing to eliminate Ancient and Endangered Forests from its paper packaging supply chains and accelerate the shift to lower-impact alternatives.
From shipping boxes to amenity kits, paper is a significant player in the hospitality sector’s nvironmental footprint. Each year, over 3.1 billion trees are logged for paper packaging, many from the world’s most climate and biodiversity-critical forests. Choosing circular and vital-forest-free packaging options isn’t ust good for the planet, it’s good for business, helping brands reduce risk, align with sustainability goals, and get ahead of evolving legislation.
“As a global leader in luxury hotel cosmetics, Vanity Group is committed to protecting people and the planet while curating exceptional guest experiences. Our Guest Experience Curators work hand in hand with hotel partners to deliver products that embody quality, design, and sustainability,” said Belinda Shu, Global Head of Quality, Regulatory and ESG at Vanity Group. “By partnering with Canopy through Pack4Good, we’re taking action to protect the world’s forests and reduce our environmental footprint by sourcing pulp, paper, packaging, and textiles responsibly. Together, we’re creating meaningful change; one guest experience at a time.”
Through Pack4Good, Vanity Group joins over 400 companies, including fashion giants, publishers, and personal care leaders, who are working with solutions-driven non-profit Canopy to transform the paper packaging supply chain. Partners focus on scaling up the use of low-impact and climate-friendly alternatives, like recycled and Next Generation materials made from agricultural residues and other alternative feedstocks.
“Vanity Group is setting a new bar for what modern luxury can look like, chic, sophisticated, and aligned with our planet’s needs,” said Nicole Rycroft, Founder and Executive Director of Canopy. “We’re thrilled to welcome them to Pack4Good and to accelerate the shift away from forest- based packaging together.”
Vanity Group supplies luxury personal care products to over 10,000 hotels worldwide and is known for its innovative brand collaborations with partners like Jo Loves, Hermes, Kevin Murphy, and Molton Brown. They also founded and own the brands Appelles, Biology, SOAK, Urban Skincare Co. and Urban Jungle. With today’s announcement, the company is taking another step in redefining luxury, adding forest protection to its sustainability work.
As a Pack4Good partner, Vanity Group will assess its paper packaging supply chains, prioritize the use of recycled content, reduce overall packaging where possible, and incorporate Next Gen alternatives like wheat straw, flax, and other waste-based fibres. These materials not only reduce pressure on forests but also offer the powerful solution of reducing waste. With the addition of Vanity Group, the Pack4Good initiative has reached 474 brand partners.
