Grow Beautiful

We are committed to taking climate action by deeply
integrating beauty and regenerative organic
agriculture to heal our planet’s soil.

Change comes
with movements

We can grow beyond ourselves with the beauty we create, with every purposeful step we take. For Earth Month we collaborated with dancer and choreographer Fanny Sage to interpret Grow Beautiful, our mantra for balancing environmental regeneration with personal growth, and for showing that even the smallest of actions can have positive impacts everywhere. 

You carry

your choices with you

This is not just a cotton tote. The Grow Beautiful bag is our regeneration manifesto for climate action, crafted to bring everyone together through beauty for the planet.

Discover how to get the bag in your favourite salon or online.

Discover SalonDiscover Online 

Thanks to your purchase, we have been able to contribute €50.000 to the Rodale Institute to support their work with regenerative organic agriculture.

Regenerative Organic Certified® cotton

Naturally rain-fed cotton

Ethically cultivated & crafted in India

Carbon Neutral from the field to our warehouse*

*The CO2 emissions generated by raw materials, production, packaging, transport are neutralized through the reforestation project Degraded Land
Reforestation in India.

The principles

of Regenerative Organic Agriculture

Minimum soil disturbance

Biodiversity safeguard

Rotation and cover crops

No chemicals

Welcome to EROC

the European Regenerative Organic Center

Our 16-hectare research center dedicated to regenerative organic farming here in Parma, Italy.

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In 2021, we announced a pioneering initiative in collaboration with Rodale Institute: the foundation of EROC, in the backyard of the Davines Group Village in Parma. Its 16-hectares are dedicated to research around regenerative organic agriculture, with a focus on soil biodiversity and carbon sequestration, as well as farming education and consumer communications. This project is feeding our commitment to grow the regenerative organic movement while having a direct impact on our own supply chain.

We Sustain Beauty

Our socio-environmental campaign

In 2021, we launched the first edition of We Sustain Beauty, a global socio-environmental campaign to take climate action through regenerative organic agriculture.


Hair and body wash with Activist® ingredients grown according to the ROA principles.


Lifestyle tote bag, made of regenerative organic certified cotton.


Stay tuned for what’s coming next.


Sustainability blog & reports

Why does being a B Corp set us apart?

We take part part in our higher environmental and social satiability beards.

Our 12 green resolutions for 2022

Discover our intentions to live in a more sustainable and supportive way.

Sustainability report 2020/2021

Improved sustainability is only achievable through transparency.

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