Vanity Group has joined Canopy’s Pack4Good initiative. The company has committed to eliminating Ancient and Endangered Forests from its paper packaging supply chains and accelerating the shift toward lower-impact, circular alternatives.
From shipping boxes to amenity kits, paper plays a major role in the hospitality sector’s environmental footprint. Each year, over 3.1 billion trees are logged for paper packaging—many from the world’s most climate-critical forests. Choosing circular and forest-free packaging options helps brands minimize risk, align with sustainability goals, and stay ahead of evolving regulations.
A Commitment Beyond Aesthetics
“As a global leader in luxury hotel cosmetics, Vanity Group is committed to protecting people and the planet while curating exceptional guest experiences,” 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.”
Transforming the Paper Packaging Supply Chain
Through Pack4Good, Vanity Group joins over 400 companies—including fashion giants, publishers, and personal care leaders—working with Canopy to transform the paper packaging industry. The initiative focuses on scaling low-impact and climate-friendly alternatives, such as recycled materials and Next Generation fibers made from agricultural residues and other waste-based 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.”
