Grow beautiful: A journey of regeneration begins
As Earth Month passes, Italian sustainable haircare and beauty group Davines, which encompasses Davines, Comfort Zone and Skin Regimen has been once again leading the charge with its groundbreaking initiative, "Grow Beautiful." Now in its third year, this global socio-environmental campaign was charged with an ambitious goal: to elevate public awareness of soil health and its pivotal role in combating climate change.
This year, at the heart of the campaign was the launch of the WE STAND/For Regeneration Hair & Body Wash Bar. This limited-edition product not only boasts a 99.7% biodegradable formula but is also wrapped in 100% recyclable paper, embodying Davines’ commitment to environmental stewardship. But what really sets this product apart is its botanical active ingredient, Achillea millefolium extract, commonly known as White Yarrow, sourced from the European Regenerative Organic Center (EROC) that is located adjacent to the Davines Village Headquarters in Parma, Italy.
Native to Europe, this graceful perennial wildflower has been used historically for its medicinal properties so it’s little wonder it is also a core hero ingredients of the best-selling Sublime Skin range by Comfort Zone. Indeed, thanks to the inclusion of this extract, the range is touted as a natural filler solution to replump the skin, and visibly correct wrinkles and expression lines.
As well as being a powerhouse ingredient, the white yarrow extract symbolizes more than just an ingredient; it represents Davines' activist approach to beauty and agriculture. Grown and harvested in the fertile 17-hectare fields of EROC, it is a testament to the potential of regenerative organic agriculture (ROA) to not only restore soil health but also to mitigate climate change by capturing atmospheric carbon dioxide.
Both education and collaboration have always been key touch points on Davines’ journey to sustainable practices and this past year has been no different. The brand had already formed significant partnerships, notably with Rodale Institute, a pioneer in ROA research and education. Together, they transformed the land around Davines’ headquarters into EROC, a beacon of regenerative practices in Europe. But in true pioneering fashion, Davines has continued to seek out initiatives with unlikely partners. In 2023, the brand partnered with Barilla, the largest pasta producer globally, to forge pathways in agricultural systems that prioritize soil regeneration. Furthermore, as testament to their sustainable ethos, this year also saw Davines step towards complete energy self-sufficiency at their Davines Village through innovative agrivoltaic solutions, harmoniously blending organic farming with solar energy production.
As in the case of previous "Grow Beautiful" products, every Hair & Body Wash Bar sold this year will contribute directly to furthering ROA research, with Davines pledging an annual donation of €50,000 to the Rodale Institute. This support fuels ongoing studies and developments in ROA, which began as early as 1947.
"Grow Beautiful" has been more than a campaign, however; it was – and continues to be - a call to action for individuals and communities to embrace personal and environmental growth. Davines invites everyone to join in this movement of regeneration, not just for Earth Month, but rather for the months -and years - to come.
Sponsored Story
As Earth Month passes, Italian sustainable haircare and beauty group Davines, which encompasses Davines, Comfort Zone and Skin Regimen has been once again leading the charge with its groundbreaking initiative, "Grow Beautiful." Now in its third year, this global socio-environmental campaign was charged with an ambitious goal: to elevate public awareness of soil health and its pivotal role in combating climate change.
This year, at the heart of the campaign was the launch of the WE STAND/For Regeneration Hair & Body Wash Bar. This limited-edition product not only boasts a 99.7% biodegradable formula but is also wrapped in 100% recyclable paper, embodying Davines’ commitment to environmental stewardship. But what really sets this product apart is its botanical active ingredient, Achillea millefolium extract, commonly known as White Yarrow, sourced from the European Regenerative Organic Center (EROC) that is located adjacent to the Davines Village Headquarters in Parma, Italy.
Native to Europe, this graceful perennial wildflower has been used historically for its medicinal properties so it’s little wonder it is also a core hero ingredients of the best-selling Sublime Skin range by Comfort Zone. Indeed, thanks to the inclusion of this extract, the range is touted as a natural filler solution to replump the skin, and visibly correct wrinkles and expression lines.
As well as being a powerhouse ingredient, the white yarrow extract symbolizes more than just an ingredient; it represents Davines' activist approach to beauty and agriculture. Grown and harvested in the fertile 17-hectare fields of EROC, it is a testament to the potential of regenerative organic agriculture (ROA) to not only restore soil health but also to mitigate climate change by capturing atmospheric carbon dioxide.
Both education and collaboration have always been key touch points on Davines’ journey to sustainable practices and this past year has been no different. The brand had already formed significant partnerships, notably with Rodale Institute, a pioneer in ROA research and education. Together, they transformed the land around Davines’ headquarters into EROC, a beacon of regenerative practices in Europe. But in true pioneering fashion, Davines has continued to seek out initiatives with unlikely partners. In 2023, the brand partnered with Barilla, the largest pasta producer globally, to forge pathways in agricultural systems that prioritize soil regeneration. Furthermore, as testament to their sustainable ethos, this year also saw Davines step towards complete energy self-sufficiency at their Davines Village through innovative agrivoltaic solutions, harmoniously blending organic farming with solar energy production.
As in the case of previous "Grow Beautiful" products, every Hair & Body Wash Bar sold this year will contribute directly to furthering ROA research, with Davines pledging an annual donation of €50,000 to the Rodale Institute. This support fuels ongoing studies and developments in ROA, which began as early as 1947.
"Grow Beautiful" has been more than a campaign, however; it was – and continues to be - a call to action for individuals and communities to embrace personal and environmental growth. Davines invites everyone to join in this movement of regeneration, not just for Earth Month, but rather for the months -and years - to come.