4 Apr 2025
Beauty takes root in the soil — and for Davines, Earth Month is the perfect time to honor both. The Italian haircare brand returns this April with Grow Beautiful, its fourth annual Earth Month campaign, and this year it blooms more meaningfully than ever.
Centered on Regenerative Organic Agriculture (ROA) — a farming method that heals the earth while yielding nourishing, sustainable ingredients — Grow Beautiful is more than a campaign. It’s a call to action. This 2025 edition introduces a limited-edition WE STAND/for regeneration hair, body and face butter, formulated with regenerative organic calendula grown at the European Regenerative Organic Center (EROC) in Parma, Italy. Created in partnership with the Rodale Institute, this center is now officially Regenerative Organic Certified, a monumental milestone in Davines’ sustainability journey.
The rich, multi-use butter is 93.25% natural and 85.5% biodegradable, offering deep hydration for skin and hair while symbolizing conscious beauty. It's a gift with purchase in Davines salons, blending self-care with climate care in a tangible, luxurious way.
But the soul of the campaign lies in its poetic storytelling. Enter Mr. and Mrs. Bloom — the floral-faced muses of Grow Beautiful. Sprouting petals and embodying nature’s wisdom, they symbolize the harmony between environmental regeneration and personal growth. As caretakers of the land and stewards of beauty, they remind us: when nature blooms, we flourish too.
Davines’ work with ROA is rooted in science. At EROC, 17 plant species are cultivated in rotation across 136 plots, supporting biodiversity and demonstrating the power of soil to combat climate change. This is not just about preserving the planet — it’s about regenerating it.
As Davines’ Grow Beautiful movement continues to grow, it stands as a reminder that beauty is a powerful force for change — one choice, one product, one plant at a time.
Available at Davines salons, the official e-shop, and authorized e-tailers. Learn more at: https://world.davines.com/pages/we-sustain-beauty.
