The power of purpose and wonder: Establishing harmony with haircare

Davines believes in creating meaning through positive actions that have a lasting impact on humanity and nature.

The idea of a better life is often sold through shortcuts: a time-saving hack, an all-in-one product, an AI system that thinks for you. At Davines, things are more considered. The Italian haircare company’s new tagline, “For a Good Life”, reflects its belief that creating a life with meaning comes from a balance of purpose and wonder – achieved through positive actions that benefit our lives and the natural world.

The introduction of “For a Good Life” is accompanied by an animated campaign of hand-drawn characters. These gentle, observant spirits help to visualise core Davines values: growing through culture, acting responsibly and finding the poetry in everyday life.

Davines was founded in Parma in 1983 by the Bollati family; more than 40 years later, it remains family-owned. That continuity shapes the brand’s work – uplifting the world and creating a better life for everyone through beauty, ethics and sustainability.

This begins at the sourcing stage and extends through formulation, production and beyond. Natural ingredients are favoured, renewably powered manufacturing and packaging minimises impact. Their focus is utilising a foundation of sustainability and responsibility to spread culture through products and projects.

“The beauty that we believe in is based on the celebration of diversity and freedom of expression,” says Maria Vittoria Mangiarotti, Davines global culture and creative director. “We praise the grace, elegance and uniqueness that make each of us who we are.”

The result is beauty with intention: slower, easier on the planet and designed to last.

Find out more at world.davines.com.