How Davines is roc-ing sustainable beauty

Davines, a certified B Corp and sustainable haircare brand, is launching the second year of their global campaign, We Sustain Beauty, which in 2023 will be dubbed Grow Beautiful. This campaign provides a new focus, which is on regenerative organic agriculture. Acting as a veritable megaphone for the Davines’ vision, through this campaign, the brand aims to own the conversation about regenerative agriculture and live up to its reputation as a sustainable pioneer that uses their voice as a force for good in the hair and beauty industry.

The climate crisis has made us aware of the delicate balance between human beings and the planet. Human activities have caused CO₂ and other greenhouse gas emissions, contributing to global warming and climate change, with effects such as floods, heat waves, desertification and loss of biodiversity now evident - but regenerative agriculture can act against it. Regenerative organic agriculture is a farming system that can help mitigate climate change and promote biodiversity by sequestering more carbon in the ground, protecting soil, air, and water, and rehabilitating and regenerating the balance of our planet's resources.

Davines has been taking climate action, initially through their Slow Food Partnership, which was first put in place in 2014, and since 2021 with the establishment of the European Regenerative Organic Research Center (EROC) in partnership with the Rodale Institute. Occupying 16 hectares next to Davines Village in Parma, Italy, the Centre is an agricultural research and education hub dedicated to regenerative organic farming. In addition, the creation of EROC has given Davines the opportunity to involve its community of stakeholders around the world to look at regeneration as a new way of establishing a relationship with the planet. Because of the Center’s educational purpose, Davines has also been able to develop a network of agronomists, farmers and farming associations, agro-food companies, and academic institutions interested in alternative agricultural practices. As part of the Grow Beautiful campaign, Davines will be introducing six new species of plants at EROC. The brand hopes the introduction of these new species will ensure they fully own the production process of at least one of its active ingredients. Underscoring the importance of Earth’s sustainability, Davines will also mark this initiative and their 40th anniversary by doubling their campaign contribution (€50,000) to the Pennsylvania-based Rodale Institute, the pioneer of Regenerative Organic Agriculture.

To mark the campaign, Davines has also released a limited-edition Grow Beautiful Regenerative Organic Lifestyle bag made with Regenerative Organic Certified (ROC) cotton sourced from a certified B Corporation and grown by an Indigenous tribal community in India. More than a cotton tote, this bag is a regeneration manifesto for climate action, crafted to bring everyone together through beauty for the planet. Featuring a floral illustration emblazoned with the message Grow Beautiful, the tote is sized perfectly for zero-waste shopping. Furthermore, it is also carbon neutral, the CO₂ emissions generated by raw materials, production, packaging, and transport are neutralized through the reforestation project. This bag will be available at some of Davines's partnering hair salons.

Overall, the campaign aims to integrate beauty and regenerative organic agriculture and raise awareness of other trailblazers in the movement to promote Earth's sustainability.