Davina Peace just glows. She really does. She glows with the genuine warmth of someone who has found their passion in life and without sounding overly gushing, it is uplifting to be around her. Before I met her I had to Google whether her final name was indeed Peace or just an addition to the brand name. After meeting her I can say that no one could be better suited to the name.
The life of Davina Peace however is not all rainbows and Greenpeace banners. Underneath her harmonious exterior lies a sharp thinking business woman from a Saatchi & Saatchi background. Her first and foremost skill is in marketing. She knows that women want luxury, not only in their beauty products but in their clothes, their food, their boyfriends, their holidays... Davina Peace is first and foremost, and I quote Davina's own words, a "Lifestyle Brand".
Davina realised that most eco brands on the market, with a few exceptions, are mid-range, inefficient and somewhat 'beige' in appearance. She also questioned why it is not a given that all luxury brands are eco responsible. When you pay £100 for a lip balm, you expect it to be responsibly produced right? Hell, for £100 you expect the brand owners to be saving the rainforest in their free time. But it's not just the marketing that she excels in. Davina has really put the time into researching the scientific side of the brand, enduring sleepless nights until she found the environmentally friendly alternative to Silicones. She eventually found that very same silky texture in nourishing British Cramble Oil, which, instead of coating the skin like silicone does, penetrates it.
The hint 'Lifestyle Brand' excitingly implies that there is much more to come from Davina Peace and that the range does not end at beauty products. The morning after my interview with Davina Peace, I awoke with a strong urge to save the world. Not many brands can boast that effect on a journalist.
Davina Peace is on our Line of Beauty
The Davina Peace range is available from Harrods.