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“BY CREATING BEAUTY SUSTAINABLY, WE ENCOURAGE PEOPLE TO TAKE CARE OF THEMSELVES, OF THE ENVIRONMENT IN WHICH THEY LIVE & WORK, AND OF THE THINGS THEY LOVE.” Davide Bollati, President, Davines Group.
There are not many hair and beauty brands that have been as wholly committed to sustainability from inception as Davines. Now recognised as a BCorp company, it has a responsibility – as well as a desire – to make the natural world a better, healthier place for us all to live. I am the the latest step in this journey.
My name is WE STAND/for regeneration and I am a limited-edition hair and body wash and although I have been designed to ensure soft skin and shiny, silky hair, I was created to be really special. I am the first-ever manifesto-led product in the hair and beauty industry. And thanks to my creation, Davines has embarked on another campaign to help engage salons and consumers all over the world and spread its unique message about the importance of sustainability and how actively adhering to a green ethos does not mean a compromise on embracing beauty.
Formulated with activist ingredients from both regenerative organic and Slow Food Presidium, I am a symbolic gesture of Davines’ efforts to evoke change and elevate the conversation around regenerative organic agriculture in the beauty space and beyond. In essence, I reinforce the brand’s mission to do their best for the world through beauty, ethics, and sustainability.
One of the unique aspects to my formulation is the inclusion of ingredients, which help to preserve biodiversity by supporting small-scale producers who cultivate native plants at risk of extinction.
There is a Slow Food Presidium farm located in Ascoli Piceno, Castignano and owned by of Mr. Corradetti. Davines has used green aniseed extract from his farm in my formulation. Rich in sugars and carbohydrates, this ingredient offers a really terrific moisturising effect.
In Traversetolo, Parma, Vigna Cunial owns a farm that has a large vineyard. Although the vineyard produces high-quality wine, there is biowaste as a result of the process, namely Barbera Grape Pomace. But, thanks to a unique partnership with The Rodale Institute European Regenerative Organic Center, Davines has found a way to incorporate this upcycled waste by-product into my ingredients list – a clever move given that the extract is rich in tartaric acid and is renowned for leaving the skin soft and the hair shiny and hydrated.
After the scientists in the Davines lab finalised my vegan formulation, which comprises 94.2% of biodegradable ingredients and 81.8% ingredients of natural origin, they used Bio-based packaging in recycled plastic from renewable and vegetable sources, which is 100% Plastic Neutral product certified, to contain me.
Before leaving the lab, the Davines team was keen to make a firm statement and so my unique label was created. As I mentioned earlier, the label itself is a manifesto that explains Davines’ commitment to tackling climate action through regenerative organic agriculture. It also highlights the innovative activist ingredient™ present in the formula cultivated in collaboration with Davines Group – Rodale Institute European Regenerative Organic Center.
Of course, while all of this is well and good, action speaks louder than words. That’s why to further support its commitment to socio-environmental initiatives, whenever anyone purchases me, Davines is contributing up to 50.000€ to Rodale Institute and Slow Food International to support their work with regenerative organic agriculture and biodiversity.
Visit https://world.davines.com/ to know more.