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

OUR MISSION

Our mission is to empower waves, curls, and coils and celebrate their glory!

 

Our Values

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

 
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Inclusive

Embracing all curl types, ethnicity, gender, age, ability, and religion.

 
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COMMUNITY DRIVEN

The key ingredient is YOU. We connect with all curls — and beyond. We love learning with you + for you.

 
4 DevaCurl product bottles

Excellence

Curl experts in innovative products, ingredients, mastering techniques, setting trends, and eye-catching visuals.

 
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CELEBRATORY

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

 

OUR PROMISE TO OUR COMMUNITY

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