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


To transform curls, hearts, careers, and lives by celebrating authentic and inclusive beauty.


Our Values

What we believe in and what drives our commitment to curls.

two curly girls


We embrace diversity with open arms and strive for a community of inclusion. We have your back and move at the speed of trust.

curly stylist and curly client smiling


This is the way we grow together by learning from every outcome. We are flexible and responsive partners on your journey, committed to helping you achieve your goals.

4 DevaCurl product bottles


We hold ourselves, our services, and our products to the highest standard. We take pride in what we do and always keep our community top of mind.

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We honor and celebrate curls every day. We encourage each other, recognize milestones, and play with purpose.



To be your go-to expert with services & products that are Scientifically-Rooted, Dermatologist Co-Developed, and Stylist Approved to support Curl Flexibility™, so your curls can take on any shape and stand up to anything. With more than 25 years devoted to the curl community, we stand for authentic expression for all — LIVE YOUR CURLS.

Our Product Philosophy