How Davines is changing our future

March 11, 2023
3:48 pm

GROW BEAUTIFUL BY DAVINES

You’re going to be hearing a lot more about Regenerative Agriculture soon, and GROW BEAUTIFUL by Davines is a driving force behind this.

They (Davines) have already started making big investments and turned an idea into a reality.

So, let’s start off with WHAT Regenerative Agriculture is, and how it will affect the hair and beauty industry.

Inspired by the Netflix hit documentary “Kiss The Ground” the team started on their new venture to help protect the planet and actually reverse the effects of CO2 emissions.

Regenerative Agriculture is a form of farming where the focus is on minimising how much the soil gets disturbed (looking after the health of the soil) therefore growing healthier plants, which then releases less (and absorbs more) CO2.

Next to the Davines Office in Parma (Northern Italy) the team bought a 14 acer block of land and started the Rodale Institute which is an academy and research centre. Teaching farmers the How and Why behind Regenerative Agriculture.

“What does it mean for us? Better plans to make better ingredients, to put into our product, which we can then educate our consumer on how to spend their money wiser”. (Mark Giannandrea General Manager/Director Davines Haircare)

So essentially – there are 3 major benefits to Regenerative Agriculture:

1 – Reversing the effects of C02 emissions

2 – Promoting Biodiversity, leading to healthier ecology, which benefits humans and the planet alike

3 – Better product performance (based on better ingredients)

Just to clarify – you might be asking “What’s the difference between sustainable agriculture and regenerative agriculture?”

Sustainable practices, by definition, seek to maintain the same, whereas regenerative practices recognize that natural systems are currently impacted and it applies management techniques to restore the system to improved productivity

Taking it another step, Davines have become B Corp Certified.

You may not have heard of B Corp before, so let us explain because this is a big deal.

B Corp is a certification that requires very high standards for the entire company in both their social and financial impact.

They look at 3 key focus areas:

· Demonstrate high social and environmental performance by achieving a B Impact Assessment score of 80 or above and passing our risk review. Multinational corporations must also meet baseline requirement standards.

· Make a legal commitment by changing their corporate governance structure to be accountable to all stakeholders, not just shareholders, and achieve benefit corporation status if available in their jurisdiction.

· Exhibit transparency by allowing information about their performance measured against B Lab’s standards to be publicly available on their B Corp profile on B Lab’s website.

If you want to take action and support these initiatives, look out for and support/buy from companies that are B Corp Certified