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An Update From Your Deva Family

To our Curl Community, 

Today we share the heartbreaking news that we must make substantial changes to our business and people due to the economic realities we face.  

Our community and our people have always been at the heart of our brand and we have made every effort to protect and support them through the challenges of the pandemic. Unfortunately, the impact of COVID-19 has had a major impact on both the salon professional and retail industry and we have not been immune from the significant downturn. 

In a world of continuing uncertainty, we must adapt our business to the new environment, and it is with great sadness that we have to say goodbye to some of our valued colleagues. 

We have had to make the difficult but necessary decision to reduce our headcount in our corporate headquarters and close our Upper West Side salon to refocus all our curl expertise on our flagship SoHo salon. We are also honing our approach to leveraging digital experiences and thereby closing our Academy for 2021 to enable creating virtual experiences, digital education and to provide additional space for proper social distancing for salon operations.

To our departing colleagues, we thank you for your passion, dedication and skills that you’ve brought to DevaCurl, helping us create the magic that is the brand and enabling us to be the curl leader we are today. You will forever be part of the DevaCurl family. To all the clients who have supported the Upper West Side salon over the years, thank you, and we hope to see you soon in the SoHo salon.

These changes are painful. They reflect, however, our imperative to find new ways to support our curl community with a focus on the digital landscape, innovative products and services, and our organizational needs to ensure DevaCurl will thrive for years to come. 

For now, we want to thank those who are leaving us. We are deeply grateful for all they have done for our clients and the company and we are confident that they will continue to make a positive impact on the salon industry, especially for the curl community.

And to our curl community – thank you for all of your support today and every day.

Despite the environment we are in, we are constantly inspired by the dedication and passion we see at DevaCurl and in our community, and it gives us confidence that we will emerge stronger.

Love, Your Deva family

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