Summer Flex

Sun's out! Try some new products your curls will love.



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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It all started in the salon

Our NYC salons are where it all began in 1994. We’ve been dedicated to keeping your curls on their A-game ever since — starting with our signature DevaCut.

Our Salons


Yup, it’s true — take our new & improved Curl Quiz for a personalized routine & 15% off.

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The New Deva

Fresh look, new formulas, who’s this? Scientifically-rooted, Dermatologist Co-Developed, and Stylist-Approved, many of our formulas now have upgraded technology with added benefits to support Curl Flexibility™.

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Scalp Puri(ph)y bottle and goop

Love Freebies?

Receive a free Scalp Puri(pH)y™ sample with $50 orders.

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Curls Club

Every curl has a story and those curls inspire everything we do.

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