April 1, 2025 |
It starts, as all the best trips do, in a bit of a mad rush. I’m en route from Rome to Parma for a fleeting visit with Davines, the Italian beauty brand synonymous with sustainability and innovation. The plan? A whirlwind immersion into their world – where science, nature and design meet in perfect balance. But first, I have to get there.
Trains in Italy are famously efficient, but that doesn’t account for me being famously late. A delayed train and too-short changeover, a frantic platform dash and a very necessary espresso later, I’m finally settled into my seat, watching the countryside blur past in a haze of olive groves and sun-soaked fields. The journey north is fast and fluid, the landscape shifting from the terracotta warmth of Lazio to the green, food-laden heart of Emilia-Romagna. Parma awaits, and with it, a deep dive into the future of beauty.
I arrived in the historic city just in time to slip into the storied Teatro Regio di Parma, where an opera rehearsal filled the air with soaring, crystalline vocals. The grandeur of the space – gilded walls, plush red velvet seats, chandeliers casting a golden glow – was nothing short of cinematic. As we embarked on a theatre tour, I and the other writers and editors on the trip were given a rare, behind-the-scenes glimpse into this historic gem. Performers glided effortlessly through their rehearsal, their movements precise yet weightless, while the whole space thrummed with a quiet, intoxicating energy.
I had just caught the tail end of a city tour, the first chapter in what promised to be an immersive, forward-thinking adventure into the world of Davines – where beauty, sustainability and science intersect in ways I was only beginning to grasp.
Davines Village
Afterwards, it was straight to dinner. Plates of prosciutto, Parmigiano Reggiano and silky tortelli arrived almost immediately, paired with generous pours of dry wine. We ate slowly, savouring each bite, and lingered over conversation that stretched long into the evening. By the time I returned to my luscious hotel suite courtesy of Bellacorte, I sank into the bowl-shaped bath – a perfect end to a day of sensory indulgence.
Morning arrived, and we piled into a people carrier, leaving the historic centre of Parma behind. The 15-minute drive to Davines Village felt like a transition – from old-world charm to something sleek, modern and forward-thinking. The point of the visit? A behind-the-scenes look at one of the most sustainable beauty brands in the world, where every element – architecture, agriculture, even the air – works in harmony.
Designed by Matteo Thun, the village is a self-contained ecosystem, built with sustainability at its core. The entire place runs like a modern utopia: employees eat for free, the plaster-white walls actively absorb CO2 from the nearby motorway and the gardens are curated not just for beauty but for science. We wandered past test rooms, where, behind closed doors, chemists tweak and refine formulas, then stepped into the scientific garden and greenhouse, home to 400-500 plant species used in Davines products. Dr Simon Jackson, the head of botanical research, explained how the plants are cultivated with the same care as the products themselves – a closed-loop system where nothing is wasted and everything has a purpose.
He then led us into the tri-ecosystem greenhouse, where each zone simulates the growing conditions of key botanical ingredients. It was like stepping into a living laboratory – an entire world of lush greenery and rare species, curated for both research and beauty.
Among the neatly labelled beds and towering green walls, we spotted some of the key ingredients that make their way into Davines’ haircare formulations. Salina caper buds, sourced from a Slow Food Presidia farm in Sicily, are rich in quercetin, a powerful antioxidant used in the Minu range, designed to protect and illuminate colour-treated hair. Nearby, rows of Minuta olive trees from Messina flourished – these olives, packed with fatty acids and vitamins, lend their smoothing properties to the Love Smoothing line, perfect for taming frizz and softening unruly hair.
Further along, we were introduced to the deep burgundy Roucou plant, whose oil is an integral part of the OI range. Native to the Amazon, roucou oil is exceptionally rich in beta-carotene and antioxidants, strengthening hair and imparting remarkable shine and softness. In another section, trellises of grapevines flourished – grape phytoceuticals, found in the Nourishing Shampoo, are packed with polyphenols and antioxidants, ideal for revitalising and hydrating dry, brittle hair.
As we continued through the greenhouse, Dr Jackson pointed out rows of mung bean and crimson clover, two unsung heroes of the Energizing Superactive serum – their extracts are key to stimulating hair growth and fortifying the scalp, making them essential for those dealing with hair thinning or loss.
Walking through this meticulously curated space, it became clear: every leaf, every flower, every botanical extract grown here has a purpose – not just to create high-performance beauty products but to support a more sustainable, regenerative future.
Next, the factory tour revealed just how precise and meticulous Davines’ operations are – five million kilograms of product produced each year, stored and labelled in a high-tech archive-like system. Swathed in not-so-flattering protective gear, we wandered past active production lines, where fragrance compounds were blended, essential oils infused and emulsions perfected. In one section, we watched as sleek, recyclable bottles were filled and sealed, moving seamlessly along conveyor belts. It was industrial efficiency meets artisanal craftsmanship – every step fine-tuned to ensure sustainability without sacrificing luxury.
Davines Village
Lunch was an event in itself – a four-course meal crafted by Michelin-starred sous chefs who regularly cook at the Davines Village Bistro. The menu celebrated seasonal, local ingredients – delicate caprese sandwiches, handmade pasta – each dish a study in effortless precision. As we ate, we talked about beauty, sustainability and the intersection of nature and science, sipping perfectly chilled white wine between bites.
With full bellies, we visited the European Regenerative Organic Centre (EROQ), a 46-acre research farm operated by Davines Group in partnership with Rodale Institute (the global leader in organic agriculture research), comparing conventional and sustainable agriculture. Enrico Martani, the Davines farm specialist and ergonomist, led us through the fields, explaining how regenerative farming is about working with the land, not against it, ensuring the soil is healthier year after year. He showed us a comparison between traditional, pesticide-friendly farming and regenerative organic farming, where the latter was notably greener, an indicator of high-quality soil and producing stronger, more nutrient-dense crops without the need for synthetic intervention – impossible-to-ignore proof that healthier soil means a healthier, more resilient ecosystem.
As the sun set, we gathered for yet another lavish Italian feast. Long tables stretched under warm lighting, bottles of bold red wine clustered between plates of bruschetta, cod, risotto and rich, slow-braised meats. Conversation swelled, laughter spilled into the night and plates were never quite empty.
The trip was a seamless blend of science, sustainability and indulgence. A glimpse into the future of beauty, where regeneration is at the heart and every ingredient, every process and every moment is designed with intention, innovation and just the right amount of decadence.
Photography courtesy of Davines.
