GROW BEAUTIFUL

Davines presents the third edition of its first global socio-environmental campaign to support regenerative agriculture

Launched in 2022, Grow Beautiful is celebrating Earth Month, inviting us to balance environmental impact and help regenerate the Earth with the choices we make, and be regenerated and flourish in return.

As part of this third-year campaign, Davines has created the WE STAND/ For Regeneration Hair & Body Wash Bar; a gift with purpose that aims to combat against climate action. This limited-edition hair and body bar gently cleans hair and skin with a 99.7% biodegradable formula, packaged in 100% recyclable paper.

Considered an activist® ingredient within Davines, the white yarrow extract is the active ingredient in the product formula, grown and harvested for the first time ever in the 17-hectare fields of the European Regenerative Organic Center (EROC) in Parma, Italy, next to the Davines Village Headquarters.

BEYOND A BRAND STATEMENT

Grow Beautiful is more than a campaign. It’s an invitation to balance environmental regeneration with Davines’ own personal growth, to help regenerate the Earth with the choices we make and be regenerated and flourish in return. Over the past century, conventional intensive agriculture has propelled humanity toward a distressing culmination of biodiversity loss, soil erosion, and consequential climate change. However, a paradigm shift is within reach — the soil, when managed ethically through a blend of ethical science and a modern take on traditional agriculture practices (regenerative organic agriculture methods), holds the power to absorb more CO2, sustain biodiversity, and create healthier food for a consequently healthier community.

A NEW MILESTONE IN THE JOURNEY TOWARDS REGENERATION

Grow Beautiful is the embodiment of the efforts to preserve biodiversity from the ground up and lead the shift towards regenerative organic agriculture. In fact, Davines Group started its journey towards regeneration in 2021 when it announced its partnership with Rodale Institute, a Pennsylvania-based non-profit dedicated to research and education around regenerative organic agriculture. Through the collaboration, Davines Group turned 17 hectares of its headquarters in Parma, Italy, into the European Regenerative Centre (EROC), the first research and education centre in Europe focusing on regenerative agriculture with an aim to assess and improve soil quality. Healthy soil is the starting point for a range of ecosystem services, from carbon sequestration to food production.

In 2023, Davines partnered with the world’s largest pasta producer, Barilla, on a three-year mission to develop agricultural systems that promote soil regeneration and took steps to produce 100% of its own energy on-site through agrivoltaic. The goal is to create a unique platform that combines the production of active organic ingredients following the principles of regenerative organic agriculture and electricity, allowing the company to achieve energy self-production.

To learn more about the campaign, visit world.davines.com/pages/we-sustain-beauty #GrowBeautiful #RegenerativeOrganicAgriculture