our commitment to antiracism

We will help be a voice for the underrepresented segments of the curl community.


Our Goal

To be an accomplice for all people with curly and natural hair – no matter their ethnicity, gender, age, ability, or religion – by providing equitable access to high quality curl-curated products, professional support, and expert-led education to help eradicate racism in the hair industry.


We will be putting these goals into an annual progress report that we will be sharing with all of you to keep us accountable.


Our Commitment

DevaCurl is committed to being an antiracist organization. Antiracism is not a short-term focus for us. It is long-term, something we will continue to work on and build into the foundation of how we conduct business every day.


our 4-pillar commitment

To our employees, curl community and beyond.



Share best practices within the industry around education on racial injustice issues, curly hair, and the intersection of the two.

Read More


Ensure that we are reflective of our diverse DevaCurl community both internally and externally. You will see more representation in our leadership, brand imagery, content creators and business partners.

Read More

community investment

Set up company structures that promote financial independence for communities of color and focus our philanthropic efforts to build these same communities.

Read More
social justice graphic

Social Justice

Develop relationships with organizations to support both regional and national movements that align with our commitment to social-justice. We are developing partnerships to advocate and champion for change when it comes to education, representation, and community investment. To impact change, we have to start at the source, and that means addressing policies that uphold systems of racism.


What We've Done So Far

  • Conducted antiracism training for our corporate and salon employees to help us work together to identify and dismantle white supremacy in the workplace and beauty industry

  • Partnered with diversity experts who continue to provide counsel on our antiracism commitment, how to use our platform to educate, and informing our company values and path forward

  • Added an Advocating for Equity goal as a key component of employee performance reviews

  • Donated to Black Lives Matter, The Okra Project, New Alternatives and the NAACP

  • Partnered with Black artists, creators, and founders to showcase their work and increase representation in our content

  • Created a vetting process to ensure our external partners share our antiracist commitment and values