white goopwhite goop

our product philosophy

Our key ingredient is you! Every product scientifically-rooted and inspired by what we call the “curl conversation”. This conversation started 25 years ago at Devachan Salon. We listen to your story, your needs, your lifestyle and develop products that will not only enhance your curls but also enhance your life.

dermatologist co-developed


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.
no-poo original bottle on goop

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 formulated without SLS/SLES sulfates, parabens, or silicones to gently cleanse curls without stripping the natural oils they need to look healthy, bouncy, and simply gorgeous.

Shop No-Poo Original
hands in coily hair


We only formulate with ingredients that contribute to product performance and work in the best interest of your curls. We know how important ingredients are to you, so the label reiterates that our products are formulated without SLS/SLES sulfates, silicones, parabens, and gluten. They're also always cruelty-free and vegan.

Learn More

backed by science

We’re scientifically-rooted, dermatologist co-developed, and stylist approved, to stand up to the needs of Curl Flexibility™. Our formulas have upgraded technology with added benefits for improved moisture, hold, toning, slip, detangling, protection, and more.

See Complexes
pumping foam bottle

Elevated Fragrances

Discover our core set of sensorial fragrances from refreshing, clean scents with nature-inspired notes to crisp, uplifting aromas or something sweet. We’ve refined our fragrances to captivate you with lush, mesmerizing aromas. Plus, we’ve worked with top perfumers to perfect our existing signature heritage scents — including Fresh Rose, Soft Lemongrass, Citrus Zest, and Warm Coconut.

bottles and caps


DevaCurl® is committed to being kind to the environment, by integrating more recycled materials into new packaging. The majority of our new bottles are made from 50% recycled ocean-bound plastic to reduce our eco-footprint. In addition, we have some bottles made from 50% as well as 35% recycled plastic. All tubes are made from 30% recycled post-consumer resin (PCR). All of our bottles, tubes and aluminum cans are recyclable. We will continue to explore opportunities to reduce the negative environmental impact of our packaging.


our commitment to testing & safety

We take the products out of the lab and into your curls with a lot of rigorous testing in between. We validate Every.Single.Formula for quality, safety, and performance before it reaches the market.

Learn More
collage of devacurl product, goop and science

The Deva Way

Styling versatility so your curls can take on any shape and stand up to anything. Protect, revive or reset your waves, curls, or coils with confidence.

Learn More

Deva Product 101