Representation

Ensure that we are reflective of our diverse DevaCurl community both internally and externally. You will see more representation in our leadership, brand imagery, content creators and business partners.

 
view from behind  - curly women embracing one another

Internally

Make certain we have the people that can affect change from the inside, so it comes through in all we do for you.

GUARANTEE HIRING AND MOBILITY FOR RACIALIZED AND MARGINALIZED COMMUNITY WITHIN OUR WALLS

  • Increase overall BIPOC representation in management positions by 2021 by committing to internal promotions first and revamping our hiring processes.
  • Overhaul recruitment process to ensure diverse candidates are included in the consideration set.


PROMOTE INTERNAL UNDERSTANDING OF CURL DIVERSITY AND ITS INTERSECTION WITH RACE

  • Introduce new language to describe hair in terms of science and facts; understand breadth of curly types regardless of ethnicity.
  • Drop the use of coded language like wavy, curly, and super curly.
 
curly women outside

Externally

Advocate for equality and representation outside of our company walls.

REPRESENT REAL CURL DIVERSITY AND VERSATILITY IN BRAND IMAGERY

  • Use brand imagery that is reflective of all consumers.
  • Stop using wavy, curly and super curly as code words within our marketing materials and educate on the breadth of curl types.
  • Increase global diversity in advertising.
  • Work with Black content creators in the development of our marketing materials.


PUSH TO BE WHERE BIPOC CONSUMERS SHOP AND ENSURE THE ENVIRONMENTS EMBODY OUR VALUES

  • Increase diversity in our direct accounts/channels to include more Black-owned/supportive partners.
  • Verify that new and existing accounts (and their shopping environments) align with our antiracism values, and continually hold them to our standards.
  • Implement scorecard system for existing suppliers and accounts.