The History of DevaCurl: From Curly Hair Pioneer to Industry Controversy
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Few curly hair brands have had as much influence on the natural hair community as DevaCurl. Long before curly hair products filled store shelves, DevaCurl encouraged people to embrace their natural texture instead of straightening it. The brand helped popularize the Curly Girl Method, introduced specialized curly haircuts, and built one of the first salon experiences dedicated entirely to curly hair.
Years later, DevaCurl became the center of one of the biggest controversies the curly hair industry has ever seen.
In this article, we’ll explore the history of DevaCurl, how the company evolved over time, what happened during the 2020 controversy, and where both the brand and its founder, Lorraine Massey, are today.
Who Founded DevaCurl?
Although the DevaCurl product line officially launched in 2002, its story began much earlier.
In 1994, hairstylists Lorraine Massey and Denis DaSilva, along with business partner Jane Carter, opened the original Devachan Salon in New York City. At a time when many salons focused on straightening curly hair, Devachan was created specifically for people with naturally curly, wavy, and coily hair.
Rather than encouraging clients to fight their natural texture, the salon emphasized working with curls as they naturally grew. This philosophy would later become the foundation of the Curly Girl Method, the DevaCut, and eventually the DevaCurl product line.
After years of refining their approach in the salon, the founders introduced DevaCurl in 2002 with products designed specifically for textured hair. The original collection focused on gentle cleansing, hydration, and curl-friendly ingredients that reflected the salon’s philosophy of caring for curls without relying on harsh detergents or excessive heat styling.
Lorraine Massey and the Curly Girl Method
Before launching DevaCurl, Lorraine Massey published Curly Girl: The Handbook, introducing what would later become known as the Curly Girl Method.
The method encouraged people to rethink many traditional haircare habits by focusing on:
- Sulfate-free cleansing
- Silicone-free products
- Gentle detangling
- Hydration
- Working with your natural curl pattern instead of trying to change it
Although many people still follow the Curly Girl Method today, others have adapted the routine to fit their own hair needs as research, products, and ingredient technology have continued to evolve.
DevaCurl Timeline
Devachan Salon opens in New York City.
Curly Girl: The Handbook is published.
DevaCurl launches its first product line, including No-Poo Original.
Deva Academy launches to teach the DevaCut method.
Tengram Capital Partners acquires a majority stake in DevaCurl and invests in expanding the brand
Ares Management acquires Deva Holdings from Tengram Capital Partners.
Henkel acquires DevaCurl from Ares Management.
Consumer complaints about hair loss and scalp irritation become widespread
Class-action lawsuit settles without an admission of wrongdoing.
Products are reformulated, packaging is updated, and the brand continues under Henkel.
How DevaCurl Changed Over Time
Like many successful beauty brands, DevaCurl changed significantly as it grew.
What began as a niche salon brand eventually became available through major beauty retailers and online stores around the world.
Ownership changes also brought new leadership, expanded product lines, and broader distribution.
While these changes introduced DevaCurl to a much larger audience, they also marked a shift from its roots as a small, founder-led curly hair company.
The 2020 DevaCurl Controversy
In early 2020, thousands of consumers began sharing concerns online after experiencing symptoms they believed were connected to certain DevaCurl products.
Among the most commonly reported concerns were:
- Increased hair shedding
- Hair breakage
- Scalp irritation
- Itching
- Changes in curl pattern
The conversation quickly spread across YouTube, Instagram, Facebook groups, and news outlets, making it one of the largest controversies the curly hair community had experienced.
It’s important to note that individual experiences varied considerably. While some customers reported significant issues, others continued using the products without experiencing similar problems.
The Lawsuit and Settlement
Following widespread consumer complaints, multiple lawsuits were filed against DevaCurl.
In 2022, a federal judge granted final approval to a class-action settlement. As part of the agreement, DevaCurl denied wrongdoing and did not admit that its products caused the reported injuries.
The settlement provided compensation to eligible consumers while allowing the company to continue moving forward with product reformulations, updated quality testing, and efforts to rebuild consumer trust.
Where Is DevaCurl Today?
Despite the controversy, DevaCurl remains in business.
The company has:
- Reformulated many products
- Updated ingredient lists
- Refreshed its branding
- Continued releasing new products
Today’s product lineup differs from many of the formulas that existed before 2020, which is one reason some longtime customers compare old and new ingredient lists before purchasing.
What Is Lorraine Massey Doing Today?
Although Lorraine Massey co-founded DevaCurl and helped popularize the Curly Girl Method, she stepped away from the company years before the 2020 controversy.
Today, she continues to educate the curly hair community through CurlyWorld, the haircare brand she founded after leaving DevaCurl. CurlyWorld reflects many of the same principles that shaped her earlier work, including gentle cleansing, hydration, and embracing natural texture.
In addition to developing products, Lorraine continues to share her knowledge through books, educational events, interviews, and online content focused on curly hair care.
While DevaCurl and CurlyWorld share historical roots, they are now completely separate companies with different ownership, product lines, and approaches to curl care.
Frequently Asked Questions About DevaCurl
What happened to DevaCurl?
DevaCurl became the center of widespread controversy in 2020 after thousands of consumers reported concerns such as hair shedding, scalp irritation, and changes in curl pattern. Multiple lawsuits followed, leading to a class-action settlement that received final court approval in 2022. DevaCurl denied wrongdoing but has since reformulated many of its products and updated its quality testing.
Is DevaCurl still in business?
Yes. DevaCurl continues to operate under Henkel, which acquired the brand in 2019. Today, the company sells a range of reformulated products through its website, salons, and major beauty retailers.
Did Lorraine Massey create DevaCurl?
Yes. Lorraine Massey co-founded Devachan Salon in 1994 and later helped launch the DevaCurl product line in 2002 alongside her business partners, Denis DaSilva and Jane Carter. She also authored Curly Girl: The Handbook, which introduced many readers to the Curly Girl Method.
Is today’s DevaCurl different from the original formulas?
Yes. Following the 2020 controversy, DevaCurl reformulated many of its products, updated ingredient lists, refreshed its packaging, and introduced additional quality testing. As a result, many of today’s products differ from the original formulas that helped establish the brand.
Final Thoughts
DevaCurl’s history is a reflection of how the curly hair industry has evolved over the past three decades. From helping popularize the Curly Girl Method to navigating one of the industry’s most public controversies, the company’s journey has influenced how many people think about curly hair care.
Whether you’re researching the brand’s history, trying to understand the 2020 controversy, or deciding whether to use DevaCurl products today, understanding the full timeline provides important context beyond the headlines.
As the curly hair industry continues to grow, DevaCurl’s story serves as a reminder that brands, products, and best practices can all evolve over time.
Related Articles
- Curly Haircuts Explained: DevaCut, Rezo, Ouidad & More: Compare popular curly haircut methods and learn how to choose the right approach for your curls.
- Why I Didn’t Get a DevaCut: Read about the research and personal considerations that shaped my decision.
- DevaCurl Super Curly Miracle Workers: Review 2017: Revisit my earlier experience with DevaCurl products before the brand’s major controversy and reformulations.
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Official Company Sources
Legal & Business Records
Books
- Curly Girl: The Handbook by Lorraine Massey (affiliate link)
