DevaCurl is an American brand of hair care products. The portfolio of DevaCurl is highly complementary to the existing portfolio of Henkel Beauty Care. The ‘Premium Professional’ products of DevaCurl are distributed in the US in leading salons. They are also available at selective retailers like Ulta and Sephora as well as through direct-to-consumer (D2C) and eCommerce platforms.
Who owns DevaCurl?
The first Devachan salon was founded by Lorraine Massey and Dennis Da Silva in 1994 in New York City. Massey, a hairstylist, developed the “Curly Girl Method” and authored the book “Curly Girl: The Handbook” as guidelines for naturally curly hair care.
In May 2017, the DevaCurl brand was purchased by Ares Management for an undisclosed amount, before being resold to Henkel. In December 2018, Robert Schaeffler was named CEO. He previously served as General Manager for Henkel Professional North America.
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. It is active in both the consumer and industrial sectors.