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We believe that a good life is the harmony between purpose and wonder. That we are all unique and have the right to create meaning through positive actions that have a virtuous impact on humanity and nature.
Explore the stories behind our vision.
Creating meaning through good actions
After more than 20 years, we’ve evolved our tagline "Sustainable Beauty" to "For a Good Life". This new tagline answers not just what we do, but why we do it.
Inspired by the Platonic ideal of kalokagathia - the union of beauty and virtue - it reflects our belief that a life well-lived is the harmony of purpose and wonder. While sustainability remains an ever-important cornerstone, we now invite you to embrace a broader regenerative vision: a cultural journey in which humanity and Nature are equally taken care of For a Good Life.
Through this campaign, we share poetic stories of good forces that care for life through regenerative actions.
Pause for a moment. Let these stories spark your imagination. Interpret them in your own way and find inspiration in the poetry of daily things.
A spirit is sewing a great blanket.
The blanket is arid land that, when mended, regenerates and offers comfort.
A man arrives and, after observing the blanket, lifts a side and lies down under it.
A spirit is hanging out to dry washed sheets of cloth covered with words.
As they dry, only the most important words remain.
A woman arrives and takes one of the extended cloths, folds it up, stuffs it into her pocket, and then leaves.
A spirit continuously kneads and bakes bread enriched with minerals.
Three children arrive carrying plates on their heads.
They approach a basket with baked loaves.
Each one puts a loaf on another's plate and then leaves.
A spirit is crying and collecting its tears in a basin to transform them into clouds.
A woman arrives with an empty stroller.
She takes a cloud, puts it in the stroller and then leaves.
Behind the story
The making of this campaign reflects Davines’ conceptual approach: a visual language that blends art and philosophy. Each scene was crafted to evoke curiosity and wonder, inviting viewers to interpret freely rather than follow a predefined narrative. It’s a celebration of imagination, culture, and the regenerative beauty of everyday gestures.
We embrace culture and sustainability to craft salon-chosen haircare, for all.
Enjoy us at home and in salons around the world.
Founded in Parma, Italy, in 1983 by the Bollati family, Davines remains proudly family-owned and present in over 90 countries. For more than 40 years, we’ve valued time - time to care for ourselves, for others, and for the things we love. We believe in uncovering the poetry of daily things and expressing it through beauty, sustainability, ethics, and culture.
