DevaCurl is an American brand of
hair care products.
History
The first Devachan salon was founded by Lorraine Massey and Dennis Da Silva in 1994 in New York City. Massey, a hairstylist, developed the "
Curly Girl Method
The Curly Girl Method is an approach to hair care designed by author Lorraine Massey for natural hair (coils, waves and curls) that has not been chemically relaxed. This method discourages the daily use of sulfate shampoo, which is considered ...
" and authored the book "Curly Girl: The Handbook" as guidelines for naturally curly hair care.
In 2002, DevaCurl launched its first "no-poo" cleanser.
In 2007, DevaCurl established an academy to teach curly hair care stylists the signature Deva cut used in all of its salons.
In 2013, the DevaCurl brand was purchased by Tengram Capital Partners.
In May 2017, the DevaCurl brand was purchased by
Ares Management
Ares Management Corporation is an American global alternative investment manager operating in the credit, private equity and real estate markets. The company was founded in 1997 and is headquartered in Los Angeles, California, with additional of ...
for an undisclosed amount, before being resold to
Henkel. In December 2018, Robert Schaeffler was named CEO. He previously served as General Manager for
Henkel Professional North America.
Controversies
In November 2019, a
Dallas
Dallas () is the List of municipalities in Texas, third largest city in Texas and the largest city in the Dallas–Fort Worth metroplex, the List of metropolitan statistical areas, fourth-largest metropolitan area in the United States at 7.5 ...
law firm began investigating products sold under the DevaCurl brand name. They alleged that DevaCurl products, particularly the no poo products, may lead to hair loss and damage as well as other injuries to the hair and scalp.
In 2020, several class-action lawsuits were started by women who claimed to have suffered hair loss and other side effects from using DevaCurl products.
Fashion influencer Ayesha Malik posted in a
YouTube
YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
video titled "Why I Stopped Using DevaCurl" in which she claimed that using DevaCurl products had damaged her hair, and apologized for promoting the brand on her social media.
See also
*
Natural hair movement
The natural hair movement is a movement which aims to encourage women and men of African descent to embrace their natural, afro-textured hair. It originated in the United States during the 1960s, with its most recent iteration occurring in the 200 ...
References
External links
* {{official, https://www.devacurl.com/
Shampoo brands
1994 establishments in New York City
American companies established in 1994
Companies based in New York City