DevaCurl
| Company type | Private |
|---|---|
| Industry | Hair care products |
| Founded | 1994 in New York City, United States |
| Founder | Lorraine Massey, Dennis Da Silva |
| Headquarters | New York City , United States |
Key people | Robert Schaeffler (CEO) |
| Products | Hair care products, including "no-poo" cleansing line |
| Owner | Henkel |
DevaCurl represents a prominent American brand specializing in hair care products.
History
Lorraine Massey and Dennis Da Silva opened the inaugural Devachan salon in New York City in 1994. Massey, a professional hairstylist, created the "Curly Girl Method" and authored the book "Curly Girl: The Handbook," which outlines techniques for caring for naturally curly hair.
The brand introduced its initial "no-poo" cleansing product in 2002.
By 2007, DevaCurl had founded an academy dedicated to educating stylists on the distinctive Deva cut technique implemented throughout its salons.
Tengram Capital Partners took ownership of DevaCurl in 2013.
In May 2017, ownership transferred to Ares Management, prior to a subsequent sale to Henkel. In December 2018, Robert Schaeffler—previously General Manager of Henkel Professional North America—was appointed as CEO.
Controversies
A Dallas-based law firm initiated an investigation into DevaCurl products in November 2019 amid claims that the no-poo line caused hair thinning and scalp injuries.
During 2020, several class-action lawsuits were filed by consumers alleging hair loss and other adverse effects linked to DevaCurl usage. Influencer Ayesha Malik publicly retracted her endorsement of the brand after experiencing hair damage she attributed to its products.