MUMBAI: Talk about putting the planet on the guest list! Vanity Group, the global luxury hotel amenities brand, has checked into a new kind of partnership, one that swaps glitz for green. The company has joined Canopy’s Pack4Good initiative, committing to eliminate paper sourced from Ancient and Endangered Forests and champion forest-free, circular packaging.
The move marks another milestone in Vanity Group’s ongoing effort to redefine what luxury means in the modern age: elegant, ethical, and eco-conscious. From sleek amenity kits to hotel gift boxes, paper packaging plays a starring role in hospitality’s environmental footprint. By making the switch, the brand aims to help protect biodiversity hotspots while aligning with global sustainability standards.
“As a leader in luxury hotel cosmetics, we believe that true beauty protects both people and the planet,” said Vanity Group global head of quality, regulatory and ESG Belinda Shu. “Partnering with Canopy allows us to take tangible steps towards responsible sourcing and forest protection, one guest experience at a time.”
Through Pack4Good, Vanity Group joins a prestigious circle of more than 470 companies, including fashion icons, publishers, and personal care brands, all working to replace tree-based paper packaging with low-impact materials. These include recycled fibres and innovative “Next Generation” options like wheat straw, flax, and agricultural waste.
Canopy founder and executive director Nicole Rycroft, praised the collaboration, saying, “Vanity Group is setting a new bar for modern luxury, one that’s stylish, sustainable, and planet-aligned.”
Supplying premium products to over 10,000 hotels worldwide, Vanity Group is already known for its partnerships with Jo Loves, Hermès, Kevin Murphy, and Molton Brown, alongside its own brands such as Appelles, Biology, and Urban Skincare Co. Now, with this green pledge, the brand adds forest protection to its portfolio of sophistication. Because when it comes to luxury, Vanity Group is proving that conscious is the new chic.