group of curly hair women looking at a cityscapegroup of curly hair women looking at a cityscape

our story

Ask a curly girl about her hair and she’ll tell you about her life. She’ll tell you about her childhood, her family, her friends, and the way she sees herself in the mirror. For the past two decades, these are the conversations that have been at the center of everything we do. It’s curly, it’s complicated, it’s fun, and we get it. That’s why all our products are inspired by our community. It’s why we keep our ingredients simple—everything curls need and nothing they don’t. And it’s why our stylists don’t just create amazing curls, they teach you how to create them on your own. Because at the end of the day, we believe in the very simple idea that people should love their unique curls in their own way.


it all started in the salon.

Since we opened the doors to our first salon in NYC in 1994, we've been dedicated to one thing--curls! Whether perfecting a new technique, training stylists at our academy, or developing a breakthrough product, we are obsessed with bringing out the best in every curl type. We believe that all curlkind should rock curl confidence every day.

Our Salons

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.

See Product Philosophy
jar of super stretch next to ingredients aloe, coconut, and oil
stylist and client with curly hair

Curlfriend & stylist tested & approved

We test our products on actual people, not mannequins or hair swatches. Devachan Salon is our thinktank and product playground where we put our formulas to the test with our stylists and curlfriends. Each new product is perfected and only introduced to the market after receiving your stamp of approval and undergoing our strict safety testing protocols.


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?

Where To Buy
bottle of no-poo original with flower petals

all curls are good curls, period.

Our community is a celebration of the fact that every curl is unique, and so is every curl journey. We're here to share our stories, lift each other up, and show the world that the power and beauty of curls have arrived. All curlkind is welcome.



share your curl journey with #devacurl