Last month, Davines Group launched its first global socio-environmental initiative. Dubbed 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.
The unique initiative’s core objective is to highlight how climate action can be taken through biodiversity and regenerative organic agriculture. In addition, and to ensure the philanthropic values of being a B Corp are embraced, Davines will donate a total of €50,000 to two organizations which support regenerative organic agriculture and biodiversity, namely, Rodale Institute, a pioneer of the regenerative organic movement; and the Slow Food Foundation for Biodiversity, which protects food biodiversity across the world.
Key to this campaign and the focal point to engage consumers and salon partners alike will be a brand new, limited-edition shampoo and body wash called WE STAND/ for regeneration, which will promote the B Corp value of interdependence. Falling within the best-selling Essential Haircare line, WE STAND/ for regeneration will feature active ingredients from both Slow Food Presidium and – for the first time in a Davines product – regenerative organic agriculture, which have been cultivated in collaboration with Davines Rodale Institute European Regenerative Organic Center.
Two hero ingredients are at the centre of WE STAND/ for regeneration, namely grape pomace and anise. Derived from a winemaking by-product and cultivated in the hills outside of Parma, the grape pomace and skins are rich in tartaric acid, an alpha-hydroxy acid, which seals the hair cuticles, providing hydration and shine, while it has a softening action on the skin. Anise has been cultivated in Europe for millennia, and thanks to its abundance of sugars and carbohydrates, these molecules provide a moisturizing effect on the hair.
The product has been launched as a symbolic gesture of Davines’ efforts to evoke change and elevate the conversation around regenerative organic agriculture in the beauty space and beyond and unsurprisingly boasts heavyweight eco credentials. Aside from being formulated from 94.2% of biodegradable ingredients and 81.8% of ingredients of natural origin, the vegan-friendly wash is 100% Plastic Neutral product certified and carbon neutral, and features bio-based packaging in recycled plastic from renewable and vegetable sources.
In a first for a haircare product, its label is a bona fide 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 Davines Group – Rodale Institute European Regenerative Organic Center.
Heralding a new genre within the hair and beauty space, WE STAND/ for regeneration embodies not only the values that are at the heart of the Davines ethos but also is testament to the evolution of the brand’s vision and scientific expertise. Indeed, it is hoped that the product will become the very definition of a cult product and one that will usher in its next chapter.
