DevaCurl

DevaCurl is a prominent American hair care brand established in 1994, specializing in products for curly, super curly, and wavy hair. The company was founded by Lorraine Massey and Denis Da Silva, who opened the first Devachan salon in New York City after identifying a gap in the market for specialized curly hair care. Massey, a hairstylist, was a key figure in promoting the "Curly Girl Method," a philosophy that advocates for gentle, sulfate-free hair care, which became a cornerstone of the DevaCurl brand. A significant milestone was the launch of their first "no-poo" cleanser in 2002, a product that cleanses without the harsh detergents that strip natural oils. In 2007, the company established an academy to train stylists in the signature "DevaCut" technique.

The business operates on a direct-to-consumer and retail model, selling its products through its own website, major beauty retailers like Sephora and Ulta, and professional salons across the United States. The company's revenue stream is derived from the sale of a comprehensive product line that includes cleansers, conditioners, styling products, treatments, and accessories. DevaCurl's journey includes several ownership changes. It was acquired by Tengram Capital Partners in 2013, then by Ares Management in 2017, and finally by the German consumer goods giant Henkel in November 2019. At the time of the Henkel acquisition, DevaCurl's sales were projected to be around $100 million for 2019, with a team of approximately 200 employees.

The product portfolio is extensive, catering to different curl types and needs such as moisture, definition, and repair. Key product lines include the iconic No-Poo and Low-Poo cleansers and the CurlBond™ collection, which features a patented complex to re-link broken hair bonds and improve strength. DevaCurl's formulas are known for being free of SLS/SLES sulfates, silicones, and parabens, and are co-developed with dermatologists. In recent years, the company has introduced the concept of "Curl Flexibility™," which emphasizes styling versatility, allowing consumers to protect, revive, or reset their curls with confidence. This initiative was part of a brand refresh that included upgrading formulas to enhance performance in areas like moisture, hold, and protection. Despite its success, the brand faced significant controversy starting in 2019, with multiple class-action lawsuits alleging that its products caused hair loss and scalp irritation. The lawsuits were eventually consolidated, and a $5.2 million settlement was finalized in January 2022.

Keywords: curly hair care, DevaCurl, Lorraine Massey, Denis Da Silva, Henkel, No-Poo cleanser, Curly Girl Method, Devachan salon, DevaCut, professional haircare, sulfate-free hair products, silicone-free, hair styling products, beauty retail, direct-to-consumer, Ares Management, Tengram Capital Partners, Curl Flexibility, CurlBond, hair care controversy, hair product lawsuit