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. All of our products are inspired by our curl community and perfected in our salons, always made with nourishing, hydrating ingredients and designed to meet the unique needs of every curl type.

 

we took the "poo" out of shampoo

In 2002, we pioneered an innovative new haircare category with the launch of No-Poo Original, our game-changing alternative to traditional shampoo. This first-of-its-kind, no-suds conditioning cleanser is free of sulfates, parabens, and silicones to gently cleanse curls without stripping the natural oils they need to look healthy, bouncy and simply gorgeous. No-Poo changed the industry and the lives of countless curlfriends. Have you tried it yet?

Shop No-Poo Original
bottle of devacurl no-poo original surrounded by flower petals
 
 

nourish. hydrate. repeat.

We source the highest-quality, good-for-you ingredients from around the world, from ultra-moisturizers to botanical extracts and beyond.

See Ingredient Glossary
jar of super stretch surrounded by ingredients aloe and coconut and olive oil
 
tubes of super stretch leaning against a coconut

addictive fragrances

From lush notes of rose to bright peppermint and fresh citrus, our products feature an invigorating array of scents to fall in love with.

 
stylist washes woman's curly hair at a sink

extensive product testing

We literally take the products out of the lab and into curls! Our headquarters is one block from our Devachan salon in Soho so there is constant interaction with stylists and clients to test and validate every product for quality, safety and performance.

 

ingredient 101