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.
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?
What’s important to you is important to us—which is why we were 100% sulfate, silicone, paraben, phthalate, mineral oil, gluten and cruelty free from our beginning 25 years ago.
All of our products are formulated with a moisture foundation that helps curls look and feel healthy, conditioned, soft, defined, shiny, and frizz-free. We travel the world and partner with talented chemists researching natural and functional ingredients, technologies, product textures, and innovative ways to give your curls what they need to look and feel their very best every day.
From lush notes of rose to bright peppermint and fresh citrus, our products feature an invigorating array of scents to fall in love with. Our products contain IFRA compliant fragrances at safe levels (<1%) which align to global safety standards.
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.
It’s in the best interest of curls. These ingredients tend to be harsh on curls, stripping their natural oils, blocking moisture, and also causing buildup that can weigh them down.
The leaping bunny symbol on our products signifies that there is no animal testing done at any stage of our product development, guaranteeing that our products are 100% free of animal testing.
We are committed to continuously listening, learning and finding innovative ways to help all curlkind love their curls! We listen to our stylists and curl community to find out what they need and also use the latest technology and ingredients to formulate the newest essentials to bring out the best in curls.
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 are committed to the safety of our products and our curl community. Every product undergoes rigorous testing in partnership with our manufacturers and 3rd party testing facilities to ensure everything we produce is safe. Our products contain IFRA compliant fragrances at safe levels (<1%) which align to global safety standards.
Every product has its ingredients listed on the package.
There are some things we will never put into our products. Our complete "NO" list:
No sulfates, silicones, parabens, phthalates, gluten, Coal Tar Dyes, peanut-derived ingredients, Formaldehyde, MIT, paraffin, petrolatum or mineral oil, DEA or TEA, Triclosan, Benzophenone, Dihydroxybenzophenone, Ethylene Glycol, Dipropylene Glycol, Nonolynol, Octoxynol or derivatives, 3-Benzylidene camphor, Talc, Ethyl acrylate, Ethyl methacrylate, Methyl methacrylate, Butyl methacrylate, Hydroxypropyl methacrylate, Tetrahydrofurfuryl methacrylate, Trimethylolpropane trimethacrylate, Aluminum Salts, Benzophenone, Butoxyethanol, Carbon Black, Lead, Lead Acetate, Methyl Cellosolve, Methoxyethanol, Methylchloroisothiazolinone, Methylisothiazolinone, Mercury or Mercury Compounds (Thimerisol), Insoluble Plastic Microbeads, Resorcinol, Toluene, BHA, ETA, Nanoparticles, Polyacrylamide, Acrylamide, or Styrenes.