World-leading luxury Hotel Essentials provider, VANITY GROUP has teamed up with More Trees, THG Eco's environmental initiative dedicated to global reforestation, this Earth Day. Taking their award-winning approach to sustainability, VANITY GROUP is putting tree planting at the fingertips of their hotel partners, inviting them to plant a tree at selected projects across the Kilimanjaro and Tanga regions of Tanzania.

More Trees work with tree planting projects around the world that focus on supporting biodiversity, nourishing the planet, and sequestering CO2. Their projects also work with the local communities to alleviate poverty and generate sustainable resources and income streams.

The project in Tanzania encompasses VANITY GROUP's commitment to the planet, its inhabitants, and people, helping to restore the eco-system and wildlife that call it home, as well as supporting the people who rely on the land for resources and income. The Tanga and Kilimanjaro regions of Tanzania are rich and diverse eco-systems which have been greatly affected by climate change and traditional farming methods, with its communities experiencing extreme poverty. Through More Trees and their tree planting partners, the initiative aims to plant 4.5 million trees that will restore the eco-system and support the communities that rely on them. Each tree will sequester 1.5 tonnes of carbon dioxide in its lifetime, the equivalent of 180,000 hours of phone charging.

Paul Tsalikis, Founder and CEO of VANITY GROUP said of the partnership:
“At VANITY GROUP, mindful beauty for a better world is at the forefront of everything we do. We want to make sustainable projects more accessible to our hotel partners, giving them something tangible to share directly with their guests. More Trees are upholding the highest standard of implementation and traceability, so we know that every tree we plant on behalf of our community is contributing positively to the environment. I look forward to seeing our forest grow!”

Mark Jones, Chief Sustainability Officer at THG added: “We are excited to be partnering with VANITY GROUP and supporting their mission to make a positive impact on the planet. With every tree planted through More Trees, VANITY GROUP are making a tangible impact on the planet. Not only are they contributing towards reducing carbon from the atmosphere, but they're also supporting local communities and livelihoods.”

This is one of the many sustainability initiatives at VANITY GROUP which include:

• B Corp Community – VANITY GROUP HQ is certified B Corp, joining a
  community of businesses that are committed to a regenerative and ethical
  economy
• Global Recycled Standard - The Global Recycled Standard provides verified
  traceability across the recycled materials we use in our products, ensuring
  environmentally friendly manufacturing and an ethical supply chain
• EcoVadis - EcoVadis provides sustainability ratings and assessments for
  companies globally. Upon assessment of environment, labour and human
  rights, ethics, and sustainable procurement
• OceanBound Material (OBM) – OBM rescues materials from at risk
  waterways that can then be used in packaging
• Post Consumer Recycled Material – Using PCR materials in our packaging
  uses less energy, water, and fossil fuels than virgin plastic
• The Vegan Society – All products are certified Vegan with no animal
  products in any of our products
• PETA – VANITY GROUP is never tested on animals and is the only global
  amenity provider that is PETA approved

Planting trees for Earth Day is just the beginning of the partnership between VANITY GROUP and More Trees. A tree will also be planted on behalf of every team member globally, and for every new client onboarded as an ongoing pledge to sequester carbon and support our global eco-systems. VANITY GROUP's tree planting progress will be tracked via a virtual forest on the More Trees platform with updates on the forest being shared quarterly across VANITY GROUP's social channels and as part of a wider upcoming sustainability report.

With sustainability at the forefront of everything that VANITY GROUP does, this latest partnership with More Trees will contribute to VANITY GROUP's commitment to the planet, its people, and inhabitants.

ENDS

ABOUT THG
THG PLC is a vertically integrated, digital first consumer brands group that operates three distinct businesses in Beauty, Nutrition and Ingenuity, each
scaled from the UK to hold global leading positions in their respective sectors.

ABOUT THG ECO
THG Eco was established in 2021, bringing together practical sustainability solutions to power us towards our sustainability targets. Sustainability can be costly, complex, and resource-consuming, from initial data reporting through to stakeholder support and long-term strategy setting. We know this from experience; but we also know it doesn't have to be. Real impact needs collaborative and coordinated action between governments, organisations, 
businesses, and individuals, and that is why we are leveraging our global scale, our partnerships, and capacity for innovation to help accelerate change for others. THG Eco is an end-to-end sustainability service that simplifies your journey by breaking down tasks, identifying practical solutions, and providing support to create and achieve your short- and long-term sustainability goals.

ABOUT MORE TREES
More Trees, part of THG Eco, is a leading environmental initiative dedicated to global reforestation. With a focus on innovation and sustainability, More Trees partners with organisations worldwide to plant trees, combat climate change, and create positive social and economic impact in communities. Visit www.moretrees.eco for more information.

About VANITY GROUP
VANITY GROUP is a global cosmetics market leader, established in 2011 with an Australian entrepreneurial spirit. VANITY GROUP provides an ensemble of licensed cosmetic brands whilst focusing on the design, development, manufacture, and marketing of luxury guest cosmetics products. With offices located in London, Sydney, Dubai, and Shanghai, VANITY GROUP comprises of advanced research and creative laboratories, world leading sustainability initiatives, ultra-modern manufacturing facilities, an in-house master design studio and an extensive warehousing and distribution network in over 75 countries. VANITY GROUP are creators of everything beautiful and masters of storytelling through visual design, fragrances and scents that create emotional connections around the world. VANITY GROUP is a company of choice to hotel groups around the globe.

Naomi Rheinberger
Global Marketing & Communications Director
VANITY GROUP
e: nrheinberger@vanitygroup.com

THG PLC
e: media-enquiries@thg.com