DevaCurl is an American brand of

hair care Hair care is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp, and to a lesser extent facial, pubic and other body hair. Hair care routines differ according to an individual's culture and the phy ...

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 AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. It is active in both the consumer and industrial sectors. Founded in 1876, the DAX company is organ ...

. In December 2018, Robert Schaeffler was named CEO. He previously served as General Manager for

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 most ...

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.

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

History

Controversies

See also

References

External links