The New Deva

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™.



What it means to us: styling versatility so your curls can take on any shape and stand up to anything. Protect, revive or reset your waves, curls, or coils with confidence.

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Dermatologist Co-Developed

Our formulas are Dermatologist Co-Developed & Stylist Approved because we are dedicated more than ever to being your go-to expert on the care and style of your waves, curls, and coils.
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Enhanced Formulas

We’ve renovated our products by upgrading our formulas to improve moisture, hold, toning, slip, detangling, protection, fragrance, and more. Get to know them to stand up to the needs of Curl Flexibility™.

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New Complexes

Our upgraded technologies include proven complexes and blends — each of which delivers a benefit targeted to the needs of waves, curls, and coils. These include products that help re-coil curls, repair bonds, and protect hair from future damage, as well as products that are focused on the scalp to help set the foundation for healthy-looking waves, curls, and coils.

See Complexes
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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.