DevaCurl

DevaCurl is an American brand of hair care products.

DevaCurl
TypeHair care
Founded1994 (1994)
FounderLorriane Massey and Denis Da Silva 
HeadquartersNew York, New York, US
Key people
Robert Schaeffier (CEO)
ParentHenkel
Websitewww.devacurl.com

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.[1]

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 for an undisclosed amount, before being resold to Henkel.[2][3] In December 2018, Robert Schaeffler was named CEO.[4] He previously served as General Manager for Henkel Professional North America.[5]

Controversies

In November 2019, a Dallas 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.[6]

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.[1][7] Fashion influencer Ayesha Malik posted in a YouTube 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.[8]

See also

References
  1. Silman, Anna (2020-03-06). "Thousands of Women Are Losing Their Hair. Is DevaCurl to Blame?". The Cut. Retrieved 2020-06-20.
  2. Kang, Jaewon (May 18, 2017). "Tengram Capital to Sell DevaCurl to Ares Management". The Wall Street Journal.
  3. "Tengram Capital to Sell DevaCurl to Ares Management". tengramcapital.com.
  4. "Robert Schaeffler Joins DevaCurl as CEO". Business Wire. 2018-12-03. Retrieved 2019-05-16.
  5. Ilchi, Layla (November 30, 2018). "Robert Schaeffler Joins DevaCurl as CEO". WWD.
  6. "Investigation for Law Suit: DevaCurl No-Poo Hair Products Alleged to Cause Hair Loss, Hair Damage and Injury to Scalp". cdfirm.com. 2019-11-26. Retrieved 2020-02-04.
  7. Rubin, Courtney (2020-04-01). "Did a Cult Hair-Care Line Cause Thousands of Women to Lose Their Hair?". The New York Times. ISSN 0362-4331. Retrieved 2020-06-20.
  8. Robert, Yola. "DevaCurl Is Under Fire From Their Loyal Customers For Alleged Hair Loss And Damage -Here's What We Know". Forbes. Retrieved 2020-06-20.
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