our product philosophy

Our key ingredient is you! Every product is rooted in 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.


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 free of sulfates, parabens, and silicones to gently cleanse curls without stripping the natural oils they need to look healthy, bouncy and simply gorgeous. No-Poo changed the industry and the lives of countless curlfriends. Have you tried it yet?

Shop No-Poo Original
bottle of devacurl no-poo original surrounded by flower petals
raw ingredients

ingredients with a conscience

What’s important to you is important to us—which is why we were SLS/SLES sulfate, silicone, paraben, phthalate, mineral oil, gluten and cruelty free from our beginning 25 years ago.


rooted in curl science

All of our products are formulated with a moisture foundation that helps curls look and feel healthy, conditioned, soft, defined, shiny, and frizz-free. We travel the world and partner with talented chemists researching natural and functional ingredients, technologies, product textures, and innovative ways to give your curls what they need to look and feel their very best every day.

See Ingredient Glossary
jar of super stretch surrounded by ingredients aloe and coconut and olive oil
tubes of super stretch leaning against a coconut

addictive fragrances

From lush notes of rose to bright peppermint and fresh citrus, our products feature an invigorating array of scents to fall in love with. Our products contain IFRA compliant fragrances at safe levels (<1%) which align to global safety standards.

stylist washes woman's curly hair at a sink

extensive product testing

We literally take the products out of the lab and into curls! 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.


ingredient 101