Our key ingredient is you! Every product scientifically-rooted and inspired by what we call the “curl conversation”. This conversation started 25 years ago at Devachan Salon. We listen to your story, your needs, your lifestyle and develop products that will not only enhance your curls but also enhance your life.
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 formulated without SLS/SLES sulfates, or silicones to gently cleanse curls without stripping the natural oils they need to look healthy, bouncy, and simply gorgeous.
We only formulate with ingredients that contribute to product performance and work in the best interest of your curls. We know how important ingredients are to you, so the label reiterates that our products are formulated without SLS/SLES sulfates, silicones, and gluten. They're also always cruelty-free and vegan.
As your needs have evolved, so have we. We’re scientifically-rooted, dermatologist co-developed, and stylist approved, to stand up to the needs of Curl Flexibility™. Our formulas now have upgraded technology with added benefits for improved moisture, hold, toning, slip, detangling, protection, and more.
Discover our core set of sensorial fragrances from refreshing, clean scents with nature-inspired notes to crisp, uplifting aromas or something sweet. We’ve refined our fragrances to captivate you with lush, mesmerizing aromas. Plus, we’ve worked with top perfumers to perfect our existing signature heritage scents — including Fresh Rose, Soft Lemongrass, Citrus Zest, and Warm Coconut.
DevaCurl® is committed to being kind to the environment, by integrating more recycled materials into new packaging. The majority of our new bottles are made from 50% recycled ocean-bound plastic to reduce our eco-footprint. In addition, we have some bottles made from 50% as well as 35% recycled plastic. All tubes are made from 30% recycled post-consumer resin (PCR). All of our bottles, tubes and aluminum cans are recyclable. We will continue to explore opportunities to reduce the negative environmental impact of our packaging.
We literally take the products out of the lab and into your curls with a lot of testing in between. 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.
For more than 25 years, we have been dedicated to helping our community care for their curls. As their needs evolved, so have our products. Scientifically-rooted, Dermatologist Co-Developed, and stylist approved, many of our formulas now have upgraded technology with added benefits to support Curl Flexibility™.
We are committed to continuously listening, testing, learning, and finding innovative ways to help our curl community love their curls! As your needs have evolved, so have our products. Scientifically-rooted, dermatologist co-developed, and stylist-approved, many of our formulas now have upgraded technology with added benefits to support Curl Flexibility™.
It’s in the best interest of your curls!
SLS/SLES Sulfates can strip the hair of its natural oils and since curly hair can dry out quite fast, we’ve chosen to formulate without them.
Silicones are synthetic ingredients made up of hydrogen, oxygen and carbon. They are widely used in hair products to give that feeling of a moisturized slip but in reality, it’s just coating the strands and acting as a filler. Using silicones on a regular basis can cause major buildup weighing down your hair.
We know that our curl community wants products that are safe and effective. That’s why all of our products comply with the safety and manufacturing regulations for cosmetics in the US, Canada and the European Union (which has some of the strictest cosmetics safety rules in the world)!
Formula Safety Testing
Curly (wavy and coily) hair is the best hair, and we want to keep it that way. Every single DevaCurl® formula has been tested to ensure that your curls get the TLC that they need. Here’s how:
Safety In Use Testing
350 Curly people. Four weeks. Happy Curls. All of our products undergo “Safety-In-Use Testing”, or SIU, by Board-Certified Dermatologist and well-known hair expert, Dr. Zoe Draelos. During SIU, Dr. Draelos assessed all of our products for the potential to have an adverse reaction under normal use conditions over a 4-week study period. The result? 350 happy curls at the end of 4 weeks. No adverse events occurred during SIU – that means no irritation, no scalp redness and no dryness. During the SIU, we also asked participants what they thought about the products and those results support the claims you see on our bottles! These tests confirm that all of our curl-friendly products are safe and that they deliver the results you have come to expect from DevaCurl®.
Hair Breakage Test: Tensile Break Strength
Did you know that curly hair has more disulfide bonds than straight hair which makes it more susceptible to breakage? We have formulated every single DevaCurl® product with this in mind and the Tensile Break Strength Test keeps us honest. It determines if our products decrease the strength of the internal hair structure or have the potential to permanently change curl pattern. Based on these tests, we know with certainty that all DevaCurl® products are curl-friendly – our products have no negative effect on the break stress or break extension of either virgin or bleached hair.
Product Allergen Test: Human Repeat Insult Patch Testing
Let’s be real – allergies aren’t fun. In the HRIPT, all of our products were applied multiple times to a patch of skin over the course of 3 weeks. Our product showed no potential for skin irritation or allergic contact sensitization. All test results were signed, sealed, and delivered by a Board-Certified Dermatologist.
Package Compatibility
Our formulas and packaging swiped right on each other and plan to live happily ever after ::swoon:: Every one of our products has to pass “package compatibility testing” before it gets on the shelf. This test confirms that there are no safety or quality issues that occur from the interaction of our formulas and their intended packaging over a period of several months at extreme conditions. The results confirmed that they’re a perfect match.