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Hairdressers Journal
Hairdressers Journal



Davines has launched We Sustain Beauty, a movement that aims to take climate action by raising awareness of the importance of biodiversity and regenerative organic agriculture on a global scale.

As a certified B Corporation distributed in 90 countries, We Sustain Beauty is a culmination of Davines’ values and pioneering environmental ambitions for the future built on the brand’s deeply-rooted heritage of sustainability.

To further support its commitment to socio-environmental initiatives, Davines will donate a total of 50,000€* to two organisations which support regenerative organic agriculture and biodiversity, respectively: Rodale Institute, a pioneer of the regenerative organic movement; and the Slow Food Foundation for Biodiversity, which protects global food biodiversity.

“The linear economy model – based on the paradigm of taking, use, dispose of – is no longer sustainable,” states Davide Bollati, chairman of Davines and [ comfort zone ]. “To guarantee the survival of our species, we need a paradigm shift that turns the tide of the linear economy. Our vision is circular and regenerative; we aim at restoring the environmental balance between human beings and nature, giving back what we already received.”

WE STAND/for regeneration – AManifesto Product

Aimed to globally engage salons and consumers alike, Davines is launching WE STAND/for regeneration. This limited-edition shampoo and body wash, featuring both regenerative organic and slow food presidium ingredients, is a symbolic gesture of their efforts to evoke change and elevate the conversation around regenerative organic agriculture in the beauty space and beyond.

The label itself is a manifesto that explains Davines’ commitment to tackling climate action through regenerative organic agriculture and highlights the innovative activist ingredient™ present in the formula cultivated in collaboration with The Davines Group – Rodale Institute European Regenerative Organic Center.

The Activist Ingredients

Formulated with activist ingredients from a slow food presidium and a regenerative organic farm and vineyard, WE STAND/for regeneration reinforces Davines’ mission to do their best for the world through beauty, ethics, and sustainability. By choosing to use these ingredients, they are intentionally helping to preserve biodiversity by supporting small-scale producers who cultivate native plants at risk of extinction.

Green aniseed extract: Rich in sugars and carbohydrates for added moisture, the active ingredient comes from the slow food presidium farm of Mr. Corradetti in Castignano, Ascoli Piceno, Italy.

Barbera grape pomace extract: Rich in tartaric acid, it leaves skin soft and hair shiny and hydrated. The regenerative organic activist ingredient™ comes from Vigna Cunial, a certified organic vineyard and farm in Traversetolo, Parma, Italy.

An upcycled waste product of the wine-making process, it's the first ingredient cultivated in collaboration with the ground-breaking Davines Group -Rodale Institute European Regenerative Organic Center, located at the Davines Group Village in Parma, Italy.

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This article appears in the July 2022 Issue of Hairdressers Journal

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This article appears in the July 2022 Issue of Hairdressers Journal