At Estetica Export, we’re proud to highlight our partners and clients who are proving that environmental commitment and business success go hand in hand.
April marks Earth Month, a global reminder that sustainability isn’t just a trend—it’s a responsibility. In the beauty industry, and especially in professional haircare, more and more brands are stepping up with meaningful environmental initiatives. From clean ingredients to regenerative agriculture, the message is clear: the future of beauty is green.
Vitalfarco: “Sea Lovin’” with a Purpose
Vitalfarco is turning the tide with its “Sea Lovin’” campaign—a bold initiative in partnership with Ogyre focused on ocean conservation and sustainability in haircare. Through the use of eco-conscious formulas and packaging, the brand is amplifying awareness of marine health while showing how industry players can make a difference without compromising on performance or style.
LOMA: Rooted in Nature
LOMA founder David Hanen believes beauty should be pure, purposeful, and planet-friendly. With a deep commitment to using natural ingredients and reducing environmental impact across its entire production process, LOMA is setting the gold standard for clean, sustainable haircare in the U.S. and beyond.
Pettenon Group: Growth with Integrity
The Pettenon Group continues to lead by example with a comprehensive sustainability vision. Through their detailed report on environmental protection, social engagement, and corporate transparency, they show that industrial scale can still go hand in hand with environmental responsibility. Their Echosline eco-range is a clear reflection of that philosophy.
Read more: The Pettenon Group: Sharing an Inspired Vision for Sustainable Growth
Davines: From Carbon Neutrality to Regenerative Agriculture
Davines goes beyond sustainability with a regenerative approach that actively benefits the environment. As a Certified B Corp and Benefit Corporation, the brand is targeting net-zero emissions by 2050 and drastically cutting virgin plastic use. Its Parma-based European Regenerative Organic Center, launched with the Rodale Institute, focuses on soil health and eco-friendly sourcing. Davines also offsets packaging emissions across key product lines through global reforestation projects—proving beauty can restore, not just preserve.
Read more: Davines Group’s EROC Project Receives 2022 Natural Capital Award
Kemon: Quietly Leading the Green Charge
Kemon integrates sustainability at every level, using 100% renewable energy, recycled packaging materials, and innovative low-impact solutions like pouch-based developers. Certified ISO 14001, the brand has reduced packaging, water use, and waste per product significantly. Its Open Lab project—20 hectares of organic farmland—also supports sustainable ingredient sourcing.
Read More: Kemon’s New CEO Embraces the Challenges of the Future
TEK: Handcrafted, Certified, Sustainable
TEK’s wooden brushes are crafted from FSC®-certified ash wood, backed by B Corp® and VeganOK certifications. The brand uses plastic-free, recycled packaging and offsets emissions through tree-planting with Treedom—proving that high-quality tools and eco-responsibility can go hand in hand.
Earth Month is a chance to reflect—but for these brands, sustainability is a year-round mission. From sourcing to packaging, education to innovation, they’re proving that professional haircare can be both beautiful and responsible. At Estetica Export, we believe these initiatives not only support the planet but elevate Italian and international brands in a competitive global market. Because when sustainability is your strategy, everyone wins.
