Circularity represents one of the four strategic areas, considering the environmental area, on which the Davines Group has decided to focus in order to arrive at a business with a positive environmental and social impact. This area, in particular, concerns the circular economy, which is based on reducing the use of materials as much as possible and, when this is not possible, reusing or recycling them. Circularity challenges the Davines Group to rethink its actions and abandon the linear “take, use, dispose” approach in favor of a regenerative approach, as is in its DNA.

The Davines Group develops its packaging in accordance with the principles of the circular economy. As stated in the ‘Charter for Packaging Research’ – written in 2011 to support the company in designing more sustainable packaging – packaging must be “designed, manufactured and marketed in a way that permits its reuse or recovery, including recycling, and minimizes its impact on the environment in the event of disposal”.

Packaging design at Davines is inspired by the principles of Sustainable Beauty: ensuring an ongoing commitment to maximizing product efficacy and safety while reducing environmental impact. A team of experts dedicated to packaging research and development at Davines Group Village is inspired daily by the principles of eco design to study lower-impact solutions for all our products, both in terms of material innovation and process efficiency, always safeguarding quality and safety.

In choosing materials for its packaging, Davines Group is conscious that, to date, no material can be considered perfect for all uses in terms of performance and sustainability. Every packaging material has its advantages and disadvantages. As such, for each formulation, the packaging material that is considered the best, with the least environmental impact, is chosen.

 To date, the Davines Group has used five different materials for its packaging: paper and cardboard, glass, aluminum, plastic, and steel. A dedicated environmental impact analysis is conducted for each formula and packaging combination. Especially for liquid formulas, such as shampoos and conditioners, it has been found that plastic packaging allows for lighter designs and a substantial reduction in the quantity of raw materials used. Moreover, plastics generally minimize CO2eq emissions compared to most other materials.

The Group’s goal, however, is to move away from the use of virgin plastic, pledging to use progressively less of it each year. Compared to 2015 – when 100 percent of plastic packaging was made of virgin material from fossil fuels – recycled, bio-based or mass-balance plastic packaging is 55.7 percent in 2023.