Wavy, Curly, Coily HairWavy, Curly, Coily Hair

our story

DevaCurl has always adapted to meet the changing needs of those who rely on our products every day. This relaunch is an exciting next step in an evolution of our products that spans more than 25 years. Our understanding of how our consumers’ needs and styling habits change is what has always made these moments of growth possible. The new dermatologist co-developed, stylist-approved DevaCurl products will give curly-haired consumers more Curl Flexibility™ than ever.


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. We call it Curl Flexibility™.

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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 you should rock curl confidence every day.

Our Salons
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Meet Our Stylists

It's more than just sitting in a salon chair. Our stylists love vibing with you and sharing tips & tricks to help your curls look their best even between visits. Get to know them and their individual curl philosophies.

Meet Our Stylists

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. Our products are inspired by our curl community and perfected in our salons, always made with nourishing, hydrating ingredients designed to meet the unique needs of every curl type.

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Social Responsibility

We are dedicated to actively bringing positive change to our curl community and the world. Learn more about our antiracism efforts and our mission to eradicate racism in the hair industry.



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