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DevaCurl was founded in New York in 1994 by hairstylist and salon owner Lorraine Massey and Denis Da Silva. The company appeared after both founders saw a gap in the hair care market, where curly and wavy hair had few specialized products. 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 was based on a “no shampoo” format and offered gentle cleansing without harsh detergents that remove 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 role as an advocate 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, while acknowledging the need to review some formulas. Its products remained available through salons, specialty beauty stores, and online platforms.