Rewriting the Rules – Interview with Davines Group CEO

WORDS: OLIVIA MORRIS

Rewriting the Rules

As one of the pioneers in sustainable beauty, Anthony Molet, CEO of Davines Group, discusses how the brand is rewriting the rules when it comes to doing business in the industry

Can you talk us through your career? I was raised in Giremoutiers, France, before moving to Paris in 1993 where I graduated four years later from ESLSCA Business School, a Grande École de Commerce. I then joined the New York subsidiary of a French family-owned company, manufacturing high-end haircare and skincare products, rapidly progressing to the role of Sales Director first for their Salon and then Retail divisions, which also earned me the title of Executive Vice President. In 2008, I joined Davines North America as CEO. During my thirteen-year tenure, I implemented structure and continuity, resulting in steady growth that made North America a key market for the Davines Group. It is with honour and pride that I picked up the baton passed by Paolo Braguzzi, our former CEO. He paved a path for the company with a perfect balance between values, quality products and financial health, and I am looking forward to continuing this journey. Can you talk us through the history of Davines? Davines Group is an Italian family company based in Parma, operating on the international haircare and skincare markets through its Davines and [ comfort zone ] brands. The company, founded by the Bollati family, started its journey in 1983 as a research lab specialized in the creation of haircare and skincare products, serving both small local manufacturers and international cosmetics players. In 1993, the Davines brand was born for the

IMAGE: SUPPLIED professional haircare market. In 1996, the [ comfort zone ] brand was its optimum level and give it a fabulous shine. Another issue for all those created as the Davines counterpart in the professional skincare market who live in the Middle East, whatever their ethnicity, is its desert climate and this includes spas and beauty salons. All formulas are developed and the high levels of humidity, both of which can adversely a ect the and produced within the Group’s laboratories at the Davines Group hair. This means that consumers look for products that are moisturising headquarters in Parma. Both brands are specialized in highly sustain- but at the same time keep frizz at bay so we find our Love Smooth range able quality products, formulated with an artisanal spirit, and created is very popular. The climate and frequency of activities such as time according to the most recent and advanced cosmetic research and spent in chlorinated pools mean that blondes (whether natural or dyed) techniques. The Davines Group is present today in over 90 countries. tend to look for products specific to them and so our Heart of Glass, Other than its Parma headquarters, the Group boasts o ces in New which was launched earlier in the year, has become a must-have. Unlike York, London, Paris, Mexico City, The Netherlands and Hong Kong. other global regions, regular salon blowdries are hugely popular in the How have things evolved since the brand launched over 30 years ago? Middle East and so styling products that include heat protection are in Davines Group has been committed to sustainability for more than 15 great demand. Given that beach and pool days are commonplace, it’s years. Over time, our commitment has become increasingly holistic little surprise that the tousled beach wave is a go-to style in the region and integrated with all our processes: from the research of the ingre- and so our More Inside Salt spray is a best-seller here. dients for our beauty formulas up to the final product on the shelves Looking back over your journey building the Davines brand, what are of our salons. It’s a never-ending path, we certainly already have ac- some challenges you’ve had to overcome? We have always been piocomplished a lot to contain our climate impact, but we are constantly neers in sustainability, even when it wasn’t a top-of-mind concern raising the bar. Today, we need to move from an extractive model that for others. In the beginning, the hurdle was to let people, our conhas depleted our natural resources, to a regenerative one that will al- sumers, and other companies in the beauty industry understand why low a future for the next generations. our commitment to the environment was so important to us. Today How would you say you have changed the hair care game? In 2016, the sustainability is a topic that everybody is raising, and this helped us company became a B Corporation, a company using business as a gain credibility far from the growing trend of greenwashing. Our deforce for good to generate a positive impact on people, the planet, and sire to be “the best for the world” and not the “best in the world” communities. B Corp companies work toward continued to evolve during the years alongreduced inequality, lower levels of poverty, stronger communities, the creation of more “In Davines side the desire to lead others on the same path, with an advocacy activity that involves high-quality jobs with dignity and purpose, and to protect and regenerate the environ- every product or the stakeholders and partners with whom we come into contact. In our projects and choicment. We have thus rewritten our way of doing business, looking at business as a positive force capable of generating profit and at the same time creating a virtuous impact on people and the environment. By demonstrating a fundamentally di erent governance philosophy than a traditional shareholder-centred corporation we are “redefining success in our industry”. I believe that it is increasingly project is born by intuition, leading us to creativity and innovation.” es, we are guided by an idea of “human ecology” aimed at rediscovering the fundamental balance between living beings and nature in a harmony that is beneficial for both. In the interdependence that binds all this, there is no social sustainability without environmental sustainability. On the opposite end of the spectrum, what have been the key milestones? Significant the responsibility of companies to educate milestones for us are the following: consumers and influence their behaviour toward a more sustainable ∙ In 1994 as the company grows, Davines begins to export out of Italy. world. What I find so compelling about Davines is that it has the Davines Group is now present in more than 93 countries. power to impact so many people, just like it did me. ∙ In 2006 Davines Group starts the path to decarbonization. The What sets Davines apart from other hair care products? Key and distinc- Parma o ce begins to use electricity from renewable sources, and we tive traits of the Davines Group approach are the meticulous attention invest in our first carbon sequestration project for our packaging. to quality and details in the development of all products and projects; ∙ In 2009 The Charter for Sustainable Research is written, driving the search for beauty and excellence, with a typical ‘made in Italy’ taste the work in our lab to maximize both sustainability and performance, and culture; and most of all the company’s inspiring core values, which and in 2011 we did the same for The Packaging Research Charter to put people, planet, and the community at the heart of every choice. guide our R&D in designing more sustainable packaging. What is at the heart of Davines’ brand DNA? At the heart of Davines ∙ In 2016 Davines Group becomes a certified B Corporation guaranis sustainable beauty which is the driving force for each of our proj- teeing that the company meets the highest standards of transparency, ects - from formulation to design, to ethics and customers. Our ideal governance, and sustainability. of beauty finds its inspiration in the concept of equilibrium between ∙ And in 2018 the Davines Village opens as Davines Group’s new home substance and shape. Our style is inspired by simplicity, harmony in Parma, Italy. We also become a carbon-neutral company neutraland good taste. By creating “beauty” we want to encourage people izing all the CO2eq emissions under our direct control. to take care of themselves, of the environment in which they live and What’s next for Davines? The next phase of the company is vital to its work, and of the things they love. Meanwhile, sustainability deals global development. Always striving to meet the highest standards of with the responsibility we owe to ourselves, the people with which social and environmental impact through people, planet and commuwe work, our customers, and the world in which we live and operate. nity, we will continue to focus on balancing evolution and growth while You’ve seen global expansion over the years, particularly here in the Mid- prioritizing the group’s core values of ethics, beauty and sustainability. dle East. What haircare habits do you see here in the region that di ers This is ‘The Renegade Issue’ – how would you define a renegade? I see from other parts of the world? In the Middle East, women love to be im- “renegade” linked to rewriting “the rules”. In Davines every product or peccably groomed and incredibly stylish and it is apparent that hair is an project is born by intuition, leading us to creativity and innovation, always integral part of the region’s beauty DNA. With Arab complexions, hair following our values consistently. This can be also applied in the way we tends to be very thick and voluminous so consumers like to ensure they are walking our path towards sustainability for a more regenerative busiare using products that will keep the integrity and health of their hair at ness model, thus redefining the rules of doing business in our industry.