Devacurl Logo

Hairstylist and salon owner Lorraine Massey and Denis Da Silva founded DevaCurl in New York in 1994. The company emerged after the founders saw a gap in the hair care market, with few specialized products for curly and wavy hair. From the start, the brand focused on textured hair, salon routines, and products made for people who wanted to work with natural curl patterns.

In 1995, DevaCurl launched No-Poo Original Zero Lather Conditioning Cleanser, its flagship product. The cleanser used a “no shampoo” format and offered gentle cleansing without harsh detergents that strip natural oils. After that launch, DevaCurl added styling products such as Angel Curl Defining Gel and Set It Free Moisture Lock Finishing Spray.

In the 2000s, DevaCurl became closely linked with the growing interest in natural hair texture. Lorraine Massey’s public advocacy for curly hair helped spread the “Curly Girl Method,” a routine centered on sulfate-free, gentle hair care. The DevaCurl line fits that method and became part of many curly-hair routines.

In 2007, DevaCurl was acquired by Wella, which gave the brand wider distribution and marketing support. New products followed, including Supercream Coconut Curl Styler in 2011 and Melt into Moisture in 2013. By the late 2010s, the brand was well known in curly and wavy hair care. In 2020, DevaCurl faced allegations linked to scalp irritation, hair loss, and hair damage. The company denied the claims but acknowledged the need to review some formulas. Its products remained available through salons, specialty beauty stores, and online platforms.