Vanity Group signs Canopy’s Pack4Good initiative

Vanity Group, a supplier of luxury hotel amenities and part of La Bottega Collective, has joined Canopy’s Pack4Good initiative, along with over 470 other firms, to promote sustainable packaging alternatives, with a commitment to eliminating ancient and endangered forests from paper packaging supply chains.

Recognising the tremendous environmental impact of paper packaging in the hospitality industry, from shipping boxes to amenity kits — where over 3.1-billion trees are cut down each year, frequently from critical ecosystems — Vanity Group strives to shift to sustainable alternatives.  

Belinda Shu, global head of quality, regulatory, and ESG, at Vanity Group, said, “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.” 

Shu continued, “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.”

Nicole Rycroft, founder and executive director, Canopy, said, “Vanity Group is setting a new bar for what modern luxury can look like — chic, sophisticated, and aligned with our planet’s needs.” 

“We’re thrilled to welcome them to Pack4Good and to accelerate the shift away from forest-based packaging together,” Rycroft added.

As a Pack4Good partner, Vanity Group will assess its paper packaging supply chains, prioritise 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 will reduce pressure on forests and reduce waste. 

Companies that choose sustainable, circular packaging can promote ecological conservation and increase company resilience, react to changing legislation, and improve sustainability profiles, all of which are crucial in the growing luxury hotel market landscape.

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. 

The focus is on scaling the use of low-impact and climate-friendly alternatives, like recycled and next-gen materials made from agricultural residues and other alternative feedstocks.