Davroe hair wellness is the flagship product range manufactured by Dresslier & Company Australia Pty Ltd, servicing the Australian Salon Professional Industry since 1930 with high performance, safe to use hair care products.
Davroe was first manufactured in 1987 as a protein based range, however, in 2008 the company’s new owner Mary Centofanti decided to change the formulations and take the brand down the wellness path. Mary started with the company in 1984 as the receptionist, but in 2008 felt both the Professional hairdresser and customer needed a safer and more natural based formulation that would remove Sulphates, Parabens and Petrochemicals but still perform effectively.
The Davroe range was always cruelty free as we had never tested on animals, but at the same time we decided to remove all animal and animal bi-products, making the brand 100% Vegan. This was a major decision at the time as these types of products were perceived as being too soft and too natural to actually work to Salon Professional standards. We were confident and had no problems that the new formulation could stand on their own and in fact outperform most of the international salon brands.
The Davroe mission: “Providing the purest, most gentle hair care products to make you look and feel beautiful” together with the vision: To deliver innovative, environmentally sustainable hair wellness solutions, for people everywhere, has held davroe in good standing with consumers in Australia with increasing sales year on year.
With strong sales here in Australia Mary explored the possibility of exporting so mid last year showcased the davroe brand at Cosmoprof in Las Vegas, where it was received extremely well by a number of international retailers. This has now seen the davroe brand exported to New York and Washington.
Davroe collaborates with many designers for their look books and runway shows. The brand supported Simmone Standing at her stand-alone runway show in SoHo, NY last year where she also showcased her collection at Fashion Palette New York Fashion Week.