Regenerate the Earth with your haircare

GREEN FRIDAY 2022

100% of the online profits of November 25 will be devolved to support Rodale Institute and regenerative organic agriculture.

Can Black Friday help the planet? Yes, if you turn it into a Green one! Continuing the yearly tradition that we started in 2021, also on this year’s Green Friday, your haircare picks will help regenerate the earth! We are proud to announce that all the online profits of November 25 will contribute to supporting the cause of Rodale Instituteand regenerative organic agriculture.

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Introducing Green Friday

Green Friday is a movement that started in France in 2017 to propose a sustainable alternative to Black Friday. As our knowledge of climate change — and the impact of mankind in this process — has deepened, also Green Friday has expanded.

Davines UK have participated in Green Friday since 2021, and we look at this day as an opportunity to encourage our community to make empowered purchases that have a positive impact on the planet.

For 2022 we committed to donating 100% of the online profits to Rodale Institute and to the regenerative organic movement.

Beyond sustainability

The decision to devolve 100% of the Green Friday profits to Rodale Institute came naturally: the continuation of a partnership that began in 2021 and is bearing excellent results. Last year, Davines and Rodale Institute founded the new European Regenerative Organic Center (EROC), a research and education hub that aims at expanding the supply of regenerative organic ingredients and providing farmer training.

In 2022, this long-term project saw some fundamental milestones. Since June, we have been able to invite thousands of Davines’ hairdressers to see with their eyes the first EROC's research and agricultural field, cultivated according to the regenerative organic principles.

European Regenerative Organic Center - Davines Village

WE STAND / for regeneration

We also launched our first product with a purpose in 2022, called WE STAND / for regeneration. It’s a delicate hair and body wash enriched with a special activist ingredient, coming for the first time from regenerative organic agriculture.

The barbera grape pomace extract leaves the skin soft and the hair shiny and hydrated. It is cultivated near Parma, in collaboration Rodale Institute.

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Green Friday FAQs

HOW LONG WILL DAVINES' GREEN FRIDAY LAST? Only for one day, November 25.
IS THERE ANY DISCOUNT? No, we choose not to apply discounts on our products because we defend the value of our formulas, the quality of the ingredients and the hard work of the people who make them.
WHO ARE YOU DONATING YOUR PROFITS? All the profits of Green Friday 2022 will be devolved to Rodale Institute. Founded in Pennsylvania, Rodale Institute has been trailblazing the regenerative organic movement through research, farmer training and consumer education since 1947, even coining the phrase “regenerative organic” in the 1980s.
WHAT IS REGENERATIVE ORGANIC AGRICULTURE? It is a holistic method of farming that has the potential to mitigate climate change by sequestering carbon in the soil while safeguarding biodiversity and more. It balances farmworker fairness and prioritises soil health to heal the Earth.

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