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Davines: A Story of Beauty and Sustainability

Tuesday, 07 November 2017 15:35

It's the hair brand committed to having a positive impact on people and the environment. Its most significant project? Sustain Beauty. Rooted in Italy but making its mark on a global scale, thanks to  the high-quality professional haircare products through which the Davines brand identity has been forged.

Davines is part of a global network of 2,000 large companies that redefine the concept of success by supporting a better and more responsible way of doing business, while acting as a regenerating force for the communities in which it operates. Through these efforts, Davines has achieved the B Corp certification in 2016 and is broadening its commitment even further.

The Sustain Beauty Campaign

One of the most significant projects promoted by the company is the global campaign 'I Sustain Beauty'. Now in its third year, it's an invitation to the professional community to engage in activities aimed at generating, promoting and protecting beauty in the artistic, social or environmental fields. Since 2014, Sustain Beauty has taken up more than 170 projects from 22 countries.

Each project has confirmed that it is possible to support beauty in its wider meaning through the willpower and dedication of those who believe in this value at a professional level. Among it's many initiatives, there have been projects made by beauty professionals who not only put their skills in the forefront, but also influence people in other industries by means of word-of-mouth. 

This was the case for the 3 contest winners chosen last year. Here are the testimonials:

"Mondays at Racine" is the project developed by Cynthia and Rachel of the Racine salon in New York. This salon has always been in the front line to support people affected by cancer, so every first Monday of the month offers their care and attention free through cosmetic and beauty treatments, yoga lessons and makeovers. Racine has created a network of salons and trainers whose volunteers help more than 6,000 people who face cancer every day.

The two Italian salons, Roberta Style and Arte & Kapelli, have been rewarded for their great commitment and support for the community of Capricchia after the terrible earthquake that hit Amatrice and the surrounding areas in August 2016. And how do they deliver the aid collected for the earthquake victims? Simple. They go in person! Armed with scissors and combs, they also donated food, clothing, and essential necessities. Living for days in the wake of the earthquake has helped them to rebuild what the victims have lost. The last delivery was the most important: two hay loads for farms severely affected by the harsh winter and a mobile home for the most needy.

The "Without Borders" project by hairdresser Salvatore Giaquinta focuses on providing help to women in economic difficulties in the outskirts of Lima, Peru. Training courses for hairdressers within the program seek to bridge the gap between beauty and poverty. By teaching them a profession, Salvatore offers these women the chance to strive for a better future, as well as health care for them and their families.

Through the Sustain Beauty campaign, Davines also collaborates with the Intercoiffure Mondial training program called "Education for Life", sharing the goal of supporting people in need in different countries through training programs for hairdressers. The goal is to provide tools, equipment and trainers to help support free schools for young people who are eager to become hairdressers in disadvantaged areas of the world. Since 2017, Davines has been helping Christel House in Cape Town (South Africa), the Vocational School of Technologies and Design in Odessa (Ukraine) and the Kinderzukunft Foundation in Timisoara (Romania) and Selo Mira (Bosnia).

How to participate?

Ewa Mackowiak with the Water Rivers Foundation Viva Onlus helps young people get out of issues of self-esteem, integration and bullying. And what can you do? Join the Davines Sustain Beauty campaign. Until the end of March 2018, you can upload your project in the "Participate" section of the site: pictures, videos, and an accurate description. Alternatively you can contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it

  • Mondays-at-Racine

  • Roberta Style and Arte Kapelli awarded for their support to the community of Capricchia after the earthquake

  • Without Borders

  • Education for Life



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