Do Not Disturb … the Forests: Vanity Group Commits to Vital-Forest-Free Packaging

November 5, 2025 – Vancouver – 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 environmental 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 just good for the planet — it’s good for business, helping brands reduce risk, align with sustainability goals, and get ahead of evolving legislation.

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.

“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.”

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 reduce waste and ensure greater supply chain resiliency.

“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.”

With the addition of Vanity Group, the Pack4Good initiative has reached 474 brand partners, with collective revenues of more than $400 billion USD.

Read the Vanity Group Pack4Good policy here.

For more information, contact:
Laura Repas, Senior Communications Specialist, Canopy
+ 416-729-7484
communications@canopyplanet.org

About Canopy
Canopy is a solutions-driven environmental nonprofit dedicated to protecting the world’s forests, species, and climate. Working with 1,000+ global brands, producers, and innovators Canopy drives transformative action to eliminate the use of Ancient and Endangered Forests in packaging and textiles while scaling Next Gen Solutions. www.canopyplanet.org 

About Vanity Group
La Bottega Collective is the new global platform that creates exclusive products and services for luxury hospitality. Launched in September 2025 under the leadership of Tommaso Pacini, CEO of La Bottega, alongside market investment firm Three Hills and the Ruffini family holding Ou(r) Group, La Bottega Collective is the result of a series of acquisitions and the subsequent integration of leading companies in the sector.

•         La Bottega, headquartered in Trecastelli (AN), leader in the beauty essentials sector for the luxury hospitality, boasts over 40 years of expertise in the industry, serving more than 10,000 properties worldwide, from major international hotel chains to the most iconic independent destinations. Recognized for its focus on design and Italian excellence, it boasts prestigious partnerships with the world’s most exclusive fragrance, fashion, skincare, and haircare brands.
•         Vanity Group, founded in 2011, is an Australian company with a global presence in the beauty essentials market for hospitality. It offers a wide portfolio of services, ranging from R&D to production, design, and communication for the licensed brands it manages, distributing in over 75 countries.
•         Palatino Hospitality, established in 2015 with offices in Hong Kong and Paris, is a leader in the production and distribution of luxury hospitality accessories (OS&E). It has achieved global recognition for its innovative services in consultancy, design, and bespoke project development (through its Colosseo division).
•         Beltrami, founded in Bergamo in 1965, is a global icon of bespoke luxury textiles for hotels, spas, superyachts, private jets, and residences. With its Italian artisanal production, the company combines tradition with innovation, culminating in its exclusive Autentica Fibra di Legno®, a symbol of beauty and research.
•         White Privé, launched in 2025, is the textile division of La Bottega Collective, dedicated to creating collections for the global hospitality sector. It also develops bespoke retail products for the world’s most exclusive properties and designs and distributes licensed textile lines for prestigious fashion brands.

La Bottega Collective services some of the world’s most prestigious properties, such as Passalacqua Lago di Como, Claridge’s, Le Bristol Paris, JK Capri, Chateau Marmont Los Angeles, and Upper House Hong Kong. Alongside these stand some of the most exclusive international hotel groups: Bvlgari, Four Seasons, Mandarin Oriental, Ritz-Carlton, The Peninsula, Aman, and Rocco Forte.