Hair care is not all about shiny locks of hair and a whimsical hair colour, it’s more than that now. It’s about giving your hair adequate care and having sustainability at the centre of it as well. Reason why it’s the absolute right time for a fun, yet mindful hair care label to enter the market and say hello to Davines, the leading Italian hair care company that has just announced its formal entry into India with leading salon chain, BBlunt Salons. The fact that celebrity hairstylists like Adhuna Akhtar and Avan Contractor support the efforts and ethics that the label that is making great strides towards sustainable beauty and conscious luxury is an added plus.
To be honest, from the quirky packaging that has been doing the rounds on Instagram we know nothing about the label. The only introduction we ever got was a long-gone article on a Cup Of Jo blog that reminded me of their Davines OI Oil Absolute Beautifying Potion – that’s anti-frizz and pro-shine. But that aside, we are really curious to know how it works. For starters, the Davines community spans over 75 countries, with thousands of salons working together to create a sustainability movement with hundreds of passionate hairdressers vouching for their insightful and innovative approach. Founded in Parma, Italy in 1983 by the Bollati Family, Davines Group, the venture really started as a research laboratory, producing high-end hair care products for renowned cosmetic companies worldwide. After a decade of honing their expertise, they began creating their own brand of Davines hair care products exclusively for salons. And now it is a lifestyle brand that strives to balance beauty and sustainability with a steady focus on creating great products for everyday use.
“Growth means something only if we can keep our integrity in what we want to represent. We aim at using our business model as a positive lever, by creating value, and awakening in all possible ways the desire to protect the environment and the people,” Davide Bollati, Chairman, Davines Italy, explained. For Bollati, it’s all about beauty in ethics “Ancient Greeks linked beauty to the good. Form and content, ethics and aesthetics, it’s all related. The ingredients in the formulas, the sophistication of the packaging, the poetry behind the rituals, it is all about beauty,” he adds. That sets the tone for the label in India too. But most importantly, the packaging is just right for millennials, it reeks of whimsical fun and offers great sustainable ideas one can indulge in with their packaging. That’s where the label wins, it offers sustainability and ethics on a fun Instagram-friendly platter.
With the launch of Davines India, Bollati has initiated the sustainable beauty approach, starting a ‘We Care’ movement in the Indian salon industry. Right now, you’ll be happy to know that the factory already only uses renewable energy; they invest in CO2 emission re-compensation; and have more than 20 sustainable beauty ongoing projects as part of the company daily activities.
And before you look up the label, take a look at the top three products we recommend from the brand. Apart from the usual haircare, that is shampoos and conditioners, the label introduces you to some really cute additions to your hair care regime.
Pre-blow dry: Your Hair Assistant Blowdry Primer
Designed by Angelo Seminara (@seminaraangelo), world’s most famous hair artist, is like having a hairstylist at your beck and call. Just spray it before you start blow-drying your hair. It styles hair while giving texture, protection and shine. The primer is enriched with moisturising glycerin and volumising polyquaternium-69 to detangle, separate and texturise your hair while exerting an ‘anti-humidity’ effect that fights frizz.
This one’s especially formulated for that little extra care that colored hair needs. The marvelous Minu range contains Caper Blossom extract to protect and illuminate color treated hair. What it does is that it intensifies the cosmetic hue and helps it to last longer. The range comes with a fresh feel, an immediate orange blossom fragrance and the Illuminating and Protective Shampoo removes build-up and dirt without stripping your hair of its oils and colour. Chemically-treated tresses will love this formula because the colour stays on with compromise while giving hair this luxurious, luminous, mirror-like shine.
The quick hair masks from #TheCircleChronicles: The Treatment Masks
This one’s a winner for us because it talks to the woman-on-the-go. The whimsical quick hair masks is a collection of 5 unique hair masks formulated with natural and potent ingredients to tackle different hair care concerns in 10 minutes or less. That too with dramatic results. The The Renaissance Circle is a cult favourite because this resilient mask indulges your mane with Babassu Butter and Yellow Clay to restore softness, body and strength in a jiffy. The Spotlight Circle is an illuminating hair mask that adds shine and brightness to dry hair and contains Moringa oil for deep moisture. The Purity Circle infuses hair with antioxidants for protection against damaging environmental stressors. Add one to your regime and you’re done.