DevaCurl is an American brand of
hair care
Hair care or haircare is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp, and to a lesser extent Facial hair, facial, Pubic hair, pubic and other body hair. Hair care routines differ according to a ...
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" 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 a global alternative investment manager operating in the credit, private equity and real estate markets. The company was founded in 1997 with additional offices across North America, Europe, and Asia.
As of Sep ...
for an undisclosed amount, before being resold to
Henkel
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units (Cons ...
. In December 2018, Robert Schaeffler was named CEO. He previously served as General Manager for
Henkel
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units (Cons ...
Professional North America.
Controversies
In November 2019, a
Dallas
Dallas () is a city in the U.S. state of Texas and the most populous city in the Dallas–Fort Worth metroplex, the List of Texas metropolitan areas, most populous metropolitan area in Texas and the Metropolitan statistical area, fourth-most ...
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
A fashion influencer is a personality that has a large number of followers on social media, creates mainly fashion content and has the power to influence the opinion and purchase behavior of others with their recommendations. Brand marketing, Bran ...
Ayesha Malik posted in a
YouTube
YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
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 people of African descent to embrace their natural, afro-textured hair, especially in the workplace. It originated in the United States during the 1960s, and resurged in popularity ...
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