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Davroe’s innovative hair care range set to shine in the USA

13 July 2015    

With well-established and increasing national demand for its natural plant-based products, South Australian hair care company, Davroe Hair Wellness, is now looking to expand into the US market.

The innovative Newton-based business, which prides itself on producing vegan and animal-cruelty-free products, is taking part in next month’s international hair expo Cosmoprof, being staged in Las Vegas and is hopeful this will take it to the next level of business growth.

Davroe General Manager Mary Centofanti explained that the business had humble beginnings in 1930 as small manufacturing plant Dresslier, which produced a range of traditional barber products, before transforming into innovative hair care range Davroe in 1987.

Proudly Australian made and owned, the eco-friendly range is now supplied to more than 2000 individual salons, multi retailers, distributors and wholesalers across Australia and employs over 20 staff in South Australia and interstate.

This year the company has seen sales surge 35% on the previous year and currently tracking at 25% growth in 2015.

“It’s a really exciting time for us and we are getting supplier requests from all over the world, including America, Malaysia, Hong Kong and UK showing great interest,” Mrs Centofanti said.

“Within five years, we see Davroe as a key salon high-end brand providing outstanding quality products in major cities such as New York, Los Angeles, London, Japan and Hong Kong but products that are still accessible to all consumers.’’

Mrs Centofanti has been fundamental to the brand’s growth over the past 31 years, starting at Dresslier in 1984 as a receptionist and buying the business with her husband John in 2008.

“When we bought the company it was on the verge of bankruptcy, however we identified a niche in the market for pure and gentle hair care products for hairdressers and consumers,” Mrs Centofanti said.

“Developing natural plant based, vegan, animal-cruelty-free products has been quite a challenge but has positioned us at the forefront of new formulations and innovation.

“Many companies test on animals but we have always believed there is no need and it’s something we will never do. There is no place for animal products or by-products in the industry. We decided to reformulate the Davroe range to be Australia’s first chemical-free, 100% vegan friendly and cruelty free salon professional hair care range.

“At the time the perception of ‘vegan’ products was low performing, definitely not salon worthy.  It was quite a daunting risk, as it took us away from the mainstream and put us in our own untested category.

“Through its inception, we formed relationships with hair and cosmetic companies located all over the world which helped us source the latest ingredients then develop and manufacture the products right here in the Adelaide Hills.’’

She said Davroe was proud to be continuing the South Australian spirit of innovation and entrepreneurship, concepts rooted in our earliest foundations and something appreciated by consumers.

She said the Davroe team had put in plenty of energy and hard work over the years.

They believed in their innovations and desire to bring something new and important to the market and it has been rewarding to see it all come together.

For more information, visit the Davroe website:

FURTHER INFORMATION: Please contact: Mary Centofanti, Managing Director, 0418 846 800

ISSUED BY HUGHES PUBLIC RELATIONS: Please contact: Belinda Scott,  0458 778 879