Wavy, Curly, Coily HairWavy, Curly, Coily Hair

our story

DevaCurl has always adapted to meet the changing needs of those who rely on our products every day. This relaunch is an exciting next step in an evolution of our products that spans more than 25 years. Our understanding of how our consumers’ needs and styling habits change is what has always made these moments of growth possible. The new dermatologist co-developed, stylist-approved DevaCurl products will give curly-haired consumers more Curl Flexibility™ than ever.



Scientifically-rooted, dermatologist co-developed, and stylist-approved, many of our formulas now have upgraded technology with added benefits. We call it Curl Flexibility™.

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it all started in the salon

Since we opened the doors to our first salon in NYC in 1994, we've been dedicated to one thing — curls! Whether perfecting a new technique or developing a breakthrough product, we are obsessed with bringing out the best in every curl type. We believe that you should rock curl confidence every day.


our product philosophy

We were free of harsh ingredients long before it was buzzworthy, and we did it because it was the right thing to do for curls. Our products are backed by science, dermatologist co-developed, inspired by our curl community, and always made with nourishing, hydrating ingredients designed to meet the unique needs of every curl type.

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Social Responsibility

We are dedicated to actively bringing positive change to our curl community and the world. Learn more about our antiracism efforts and our mission to eradicate racism in the hair industry.

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At DevaCurl we recognize that important change is needed within professional beauty education to ensure hairstylists receive inclusive education to better support and serve ALL hair types. Together with the Professional Beauty Association and other professional industry leaders we created the Texture Education Collective™ to advocate for much needed change.



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