During this Earth Month, Davines celebrates the fourth edition of Grow Beautiful. This socio-ecological campaign links beauty to regenerative organic agriculture, with the goal of restoring global soil health and tackling climate change. In 2025, Davines will release a new limited edition product enriched with calendula grown at the European Regenerative Organic Center (EROC) in Parma.
The Italian haircare brand presents the fourth edition of the Grow Beautiful initiative. First launched in 2022 in honor of Earth Month, the campaign emphasizes the importance of healthy soil and regenerative organic agriculture (ROA) in the worldwide response to climate challenges. As a certified B Corp, Davines commits to sustainability on a daily basis. Through long-term partnerships in the agricultural sector, the brand supports research and encourages broader participation. When nature flourishes, humanity benefits. With Grow Beautiful, Davines aims to unite beauty and regenerative agriculture. According to the Grow Beautiful manifesto: “Beauty grows in silence, from the smallest detail to the grandest display. That beauty grows outside, in nature, and within. Grow Beautiful is a call to seek harmony between environmental restoration and personal growth. By healing the Earth, the opportunity arises for personal renewal and flourishing as well.” To celebrate this fourth campaign, Davines offers an exclusive gift with purchase: the limited edition WE STAND/for regeneration Hair, Body & Face Butter. This multi-use product contains regenerative organic calendula grown at EROC in the Davines Village, serving as another way to promote ROA as a foundation for more sustainable and socially responsible agricultural practices.
Meet the Blooms
This year’s Grow Beautiful campaign replaces faces with flowers. Mr. and Mrs. Bloom symbolize the beauty that blossoms when nature is cared for. Instead of heads, they have bouquets of flowers. Wherever they go, petals gently fall, spreading beauty along their path. Though they exist beyond time, they live deeply within the human spirit, reflecting the connection between the personal and the natural world. As guardians of the Earth, Mr. and Mrs. Bloom take pride in their garden and maintain a deep connection to their land. Their movements follow the rhythm of nature, drawing inspiration from the shapes and colors around them. Their love of beauty is often captured in photographs. They understand that by caring for the planet, deeper self-care becomes possible. Their presence demonstrates that support for nature through ROA results in mutual flourishing. When nature thrives, life benefits.
Choose Consciously
Everyday decisions influence the Earth’s ability to regenerate, both globally and at home. The WE STAND/for regeneration Hair, Body & Face Butter is a statement of climate action. Through beauty and a respectful relationship with the planet, the product aims to create a sense of unity. Formulated with calendula grown at the European Regenerative Organic Center, the product bears the Regenerative Organic Certified® label, which guarantees compliance with rigorous standards for soil health, animal welfare, and fair trade. In addition to being a part of a daily self-care routine, the butter contributes to environmental goals. It contains 93.25% natural ingredients and is 85.5% biodegradable. It moisturizes the skin and softens the hair. The product is available as a complimentary gift with purchases of €80 or more at Davines salons, and separately for €25.
The Journey with Regenerative Organic Agriculture
Regenerative organic agriculture consists of practices designed to enhance soil quality and mitigate climate change. These include minimal soil disturbance, the use of cover crops, crop rotation, organic fertilizers, and promotion of biodiversity in agro-ecosystems. Such methods increase carbon capture in soil, support biodiversity, and help protect air, water, and land. Beyond preservation, these practices focus on renewal. To further this mission, Davines collaborates with the Rodale Institute, a global leader in ROA research and education. Since 2021, the Davines Group and the Rodale Institute have co-managed EROC, located on 17 hectares of farmland within the Davines Village. The center contains 136 experimental plots and cultivates 17 plant species. The collaboration promotes research, education, and public outreach, while highlighting the many benefits of ROA for soil health and the quality of plant-derived active ingredients. In 2022, Davines launched the first edition of the global We Sustain Beauty campaign with a limited edition Hair & Body Wash made using ROA principles. The following year saw the release of the Grow Beautiful tote bag, crafted from Regenerative Organic Certified® cotton. In 2024, the brand introduced a limited edition Hair & Body Bar made with yarrow extract cultivated at EROC. In 2025, Davines proudly announces that the European Regenerative Organic Center is officially Regenerative Organic Certified®.
