Italian haircare brand Davines introduces ‘For a Good Life’, its benevolent new vision and purpose

B-corp haircare company Davines is a salon-first brand that has been at the forefront of authentic, sustainable beauty since its founding in 1983 and advocated for regenerative farming since 2021 (as seen at the brand’s design-forward headquarters just outside Parma in Italy’s Emilia-Romagna region). Now, it’s shifting its focus from what it does to why it does it, with a new tagline, ‘For a Good Life’. The fresh approach is intended to transcend trends and embody Davine’s core belief: that a good life is the harmony of purpose and wonder, and that meaning is created through good actions that have a positive impact on humanity and nature.

Building on the brand’s long-standing dedication to sustainability – which remains an immovable pillar of the business – the evolution reflects a wider cultural and ethical commitment. Having coined the tagline ‘Sustainable Beauty’ more than 20 years ago, Davines recognises that the language of sustainability has become increasingly saturated and, as global culture and creative director Maria Vittoria Mangiarotti notes, ‘even limiting for a brand that places culture at the centre, using it to reach people, communicate ideas and share knowledge’.

To illustrate its vision, Davines has created a series of whimsical, 3D animated campaign videos that nod to its three core values: ‘Growing Through Culture’, ‘Taking Responsibility’ and ‘Poetry of Daily Things’. Each features symbolic ‘Spirits for a Good Life’ – quiet forces engaged in regenerative, poetic acts. In one scene, a spirit mends an arid landscape as though sewing a vast blanket, the earth restored stitch by stitch. In another, bread is kneaded and shared, suggesting nourishment as a collective gesture. Elsewhere, sheets of cloth printed with words are hung out to dry until only the most essential remain – a meditation on clarity in an age of noise.

A fourth spirit cries softly into a basin, gathering its tears and transforming them into luminous clouds. A woman approaches with an empty stroller and selects a cloud, tucks it carefully inside, and walks away – a metaphor for carrying hope forward, even when it is born from vulnerability.

Says Mangiarotti, ‘Spirits help us show the true heart of our new tagline: living with purpose while still feeling wonder.’

Rather than instructing, the films invite reflection. Their highly conceptual tone is designed to provoke curiosity at this milestone moment, allowing viewers to find their own meaning in the imagery. At the heart of the campaign lies a classical idea – the Platonic concept of kalokagathia, the unity of beauty and moral good – a harmony that has long underpinned the brand’s philosophy.

‘Our hope is that people will continue to choose Davines not only for what our products do, but for why we create them. They are not ends in themselves, but beginnings – openings to a more meaningful life that values goodness in work, in relationships, and in the planet we share,’ says Davide Bollati, Davines Group chairman. ‘“For a Good Life” is an invitation to rediscover balance – with the planet and with one another.’

Discover the full campaign at davines.com.