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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

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.
 
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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.

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QUALITY INGREDIENTS

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.

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backed by science

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

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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.

 
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Sustainability

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 literally take the products out of the lab and into your curls with a lot of testing in between. 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.

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The New Deva

For more than 25 years, we have been dedicated to helping our community care for their curls. As their needs evolved, so have our products. Scientifically-rooted, Dermatologist Co-Developed, and stylist approved, many of our formulas now have upgraded technology with added benefits to support Curl Flexibility™.

 

Deva Product 101