DAVINES Launches Its New Essential Haircare Line

A targeted response for every type of hair, conceived with respect for people, their values, and the environment we all live in. Essential Haircare is the daily haircare product line that best epitomizes the Davines brand and embodies the company's values more than any others. Now all of its nine families have been completely updated. 

Produced using only energy from renewable sources, with Zero Impact® packaging and reduced use of plastic, Essential Haircare corroborates the characteristics that have always made it stand out and confirms its commitment to the environment with a new objective, to contribute to the safeguarding of our planet's biodiversity.

The Essential Haircare line has been reborn out of an astute combination of the scientific commitment of Davines' scientific laboratories and protection of the Mediterranean's artisan and cultural heritage, with optimal formulas free from sulphates and parabens, and with just a few, selected active ingredients grown in Italy that contribute to keeping alive vegetable species at risk of extinction.

A targeted response for every type of hair, conceived with respect for people, their values, and the environment we all live in.

Essential Haircare is the daily haircare product line that best epitomizes the Davines brand and embodies the company's values more than any others. Now all of its nine families have been completely updated. Produced using only energy from renewable sources, with Zero Impact® packaging and reduced use of plastic, Essential Haircare corroborates the characteristics that have always made it stand out and confirms its commitment to the environment with a new objective, to contribute to the safeguarding of our planet's biodiversity.

The Essential Haircare line has been reborn out of an astute combination of the scientific commitment of Davines' scientific laboratories and protection of the Mediterranean's artisan and cultural heritage, with optimal formulas free from sulphates and parabens, and with just a few, selected active ingredients grown in Italy that contribute to keeping alive vegetable species at risk of extinction.

BIODIVERSITY

Davines has decided to collaborate with the non-profit Slow Food Foundation for Biodiversity by joining the Presidia Project; this non-profit foundation protects selected places in order to safeguard the Earth's biodiversity, by building bridges between ecology, gastronomy, ethics and the pleasures of the table. There are more than 400 Slow Food Presidia worldwide, which technically and financially support more than 10,000 small producers so that they can continue to grow plants that are typical of specific places, thus preventing the disappearance of a genetic heritage with an inestimable biological value. The goal is to relaunch the economy of these areas and prevent the extinction of local artisan traditions.

Each family in the Essential Haircare line contains one specific active ingredient from a Slow Food Presidium that features the story, the face, and the name of the person who grew it with care and passion.

ENVIRONMENTAL SUSTAINABILITY

The packaging for Essential Haircare is created with the minimum amount of plastic necessary to adequately protect the formulas inside. The packs are produced using food grade plastics and can be reused as knick-knack containers or plant pots.

As part of LifeGate's Zero Impact® project, the carbon dioxide emissions generated by the production of each Essential Haircare container are offset by contributing to the creation and protection of forests in Madagascar. Essential Haircare is produced with energy obtained entirely from renewable sources.

FORMULAS

Davines has enhanced the quality of each formula by enriching them with high percentages of rapidly biodegradable ingredients of natural origin, to minimize environmental impact and combine sustainability with results of the highest level.

Essential Haircare shampoos are formulated using gentle surfactants that respect the hair and are sulphate free; their foam is incredibly creamy and dense and dissolves easily in water. All of the products are parabens free.

Each Essential Haircare family has a specific property: nourishment, moisturization, volumizing, shine enhancement, protection, elasticizing, control, daily care. All keep the promise implicit in their name with the common objective of protecting the hair from external attack while guaranteeing an immediate cosmetic effect.

Essential Haircare And The Porduct Range

The nine(9) Essential Haircare families have been designed to respond to precise necessities of the hair with a rational approach and maximum transparency towards the consumer. Each of them is characterised by specific formulas to preserve the hair structure, guaranteeing health and beauty, day in, day out.

1. MINU : Illuminating and protecting for coloured hair

2. NOUNOU : Nourishing for highly processed or brittle hair

 MOMO : Moisturizing for dry or dehydrated hair

 DEDE : Delicate for everyday use for all hair types

 VOLU : Volume for fine or limp hair

 SOLU : Solution for all hair types

 LOVE CURL   & LOVE SMOOTHING : Softness for curly hair OR smoothness for frizzy hair

 MELU : for long or damaged hair

  BRAND NEW

  THE MINU FAMILY

  Illuminating and protective for cosmetically coloured hair. 

Every product is enriched by an extract of Salina Capers from the farm of Mr Salvatore D'Amico, Leni, Salina Island, (Messina), Slow Food Presidium: Rich in polyphenols, they help protect colour. Into the bargain, capers contain quercitin, a powerful amino acid that protects the structure of the hair.  MINU / Shampoo

The delicate cleansing action of this shampoo that illuminates and protects coloured hair preserves cosmetic colour, maintaining its shine longer. How to use : Apply to damp hair, massage in gently, rinse and repeat the application. Then apply MINU/conditioner or MINU/ hair mask, as required.

MINU/ Conditioner

The special formula of this illuminating and protective conditioner for coloured hair is ideal for conditioning, protecting, and leaving the hair extremely shiny. How to use : Apply to towel-dried hair after using MINU/shampoo. Leave on for 5-10 minutes, comb through, rinse, then proceed with the desired styling.

MINU / Hair Mask

The formula of this illuminating and restoring mask for coloured hair is recommended for deep nourishment, to bring intense shine and help cosmetic colour last longer. How to use : Apply to towel-dried hair after using MINU/shampoo. Leave on for 10-15 minutes, comb through, rinse, then proceed with the desired styling.

MINU / Hair Serum

The leave-in formula of this illuminating serum for coloured hair helps cosmetic colour last and remain shinier longer. How to use : In the case of medium/thick hair, it is recommended to apply it to towel-dried hair after MINU/conditioner, or immediately after MINU/shampoo in the case of fine hair. Proceed with the desired styling. For more information about Davines and other product ranges, you can visit www.davines.com.my

About Davines

Founded in Parma, Italy in 1983 by the Bollati Family, Davines Group started as a research laboratory, producing high-end hair care products for renowned cosmetic companies worldwide. After a decade of honing our expertise, Davines began creating their own brand of Davines hair care products exclusively for salons and premier spas.

Since the beginning, they have focused on crafting quality products that are scientifically engineered to work, and express their distinctive style and spirit.

Their style is a reflection of their curiosity and openness to the world – different cultures, customs, and people that truly inspire them – and their Italian perspective of history and art, design and fashion, culture and lifestyle because it is their heritage and who they are. Davines loves things that reflect simplicity and harmony because their beauty is always modern. And although they're in tune with today's mood, they set out to create concepts and products that are destined to become classics with their timeless appeal.

Quality to Davines means having the freedom to create the best products with attention and respect for our environment, using high grade, natural ingredients, and applying scientific rigor to every product to guarantee their customers' safety. Quality is also intended by all of them, by their partners and consumers as quality of life.

More than three decades later, the Davines community spans over 75 countries, thousands of salons and hundreds upon hundreds of passionate hairdressers. Although Davines continues to grow, with headquarters in Parma, New York City, Paris, London and Mexico City, their roots are firmly planted in their beginnings as a family-owned research laboratory guided by the same desire for quality products with an authentic approach and timeless appeal. 

About Esthetics International Group

Esthetics International Group Berhad (EIG) is a public listed company in Malaysia. It is one of the leading beauty and wellness companies in South East Asia with more than thirty-one (31) years of experience in the industry. EIG is the exclusive distributor of Davines products in Malaysia, Singapore, Thailand, and Brunei.