DevaCurl

What DevaCurl does

DevaCurl is a US-based hair care brand specializing in products formulated for curly, coily, kinky, and wavy hair textures. The company operates as a subsidiary of Henkel Corporation, a publicly traded multinational consumer goods conglomerate (NYSE: HENKY), with its e-commerce site and careers page integrated into Henkel's North American infrastructure. DevaCurl's product portfolio is organized into a multi-category regimen system spanning Cleansers (sulfate-free shampoos and co-washes), Conditioners, Treatments (including repair and bond-building products), Stylers (gels, creams, and mousses), Tools + Accessories, and Value Kits. The current hero offering is the Quench'n Stretch Cream™ and Quench'n Define Gel™ duo, designed to be layered for frizz management and curl elongation. All formulations are described as dermatologist co-developed and stylist-tested, free of sulfates (SLS/SLES), parabens, silicones, gluten, and phthalates, and marketed as vegan, cruelty-free, and color-safe. The company positions itself as a category authority through Curl 101 educational content, The Deva Blog, and its co-founding role in the Texture Education Collective, which advocates for inclusive textured-hair education legislation.

DevaCurl generates revenue through three primary streams: direct-to-consumer e-commerce sales on devacurl.com (the dominant channel), professional salon distribution via its DevaPro division serving certified stylists globally, and a Subscribe & Save recurring delivery program. The brand operates a multi-channel go-to-market that combines online direct sales with a network of certified salon stylists and retail partners, supported by a Find a Stylist locator tool. Its customer base is segmented into two groups: (1) end consumers with curly and textured hair seeking specialized regimens (the primary segment), served through e-commerce, social media, and content marketing across Instagram, Facebook, YouTube, Pinterest, LinkedIn, and Twitter, and (2) professional salon stylists served through DevaPro for in-salon use and client recommendations. Customer engagement is reinforced through the Deva Perks loyalty program, the Curl Quiz personalization tool (offering 15% off first orders), email capture with a 10% first-order discount, and AfterPay installment payments.

Name

DevaCurl

Legal name

DevaCurl (brand of Henkel Corporation)

Website

https://devacurl.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

DevaCurl is a dermatologist co-developed hair care brand specializing in regimens for curly, coily, kinky, and wavy hair, serving consumers via direct-to-consumer e-commerce and licensed salon stylists through its DevaPro professional division. It operates as a subsidiary of Henkel Corporation.

Ownership category

akta.pro rank

Product category

Curly Hair Care Products

NAICS

Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Curly hair care
• Sulfate-free shampoo
• Curl styling products
• Hair care treatments
• Professional salon products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce Sales: DevaCurl generates revenue through direct sales of its curly hair care products via its e-commerce platform, including cleansers, conditioners, treatments, stylers, tools, and value kits. The brand offers a loyalty program (Deva Perks) with points and rewards.
2. Professional Salon Distribution: Revenue is generated through the DevaPro professional division, which supplies salon-grade products to certified stylists and salons specializing in curl care.
3. Subscribe & Save Program: DevaCurl offers a subscription service allowing customers to receive regular shipments of products with potential savings, creating recurring revenue from loyal customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels12 records

Core offering

DevaCurl develops and sells dermatologist co-developed hair care products specifically formulated for curly, coily, kinky, and wavy hair. The product portfolio spans Cleansers (sulfate-free shampoos and co-washes), Conditioners, Treatments (repair and bond-building), and Stylers (gels, creams, mousses), sold directly through the devacurl.com e-commerce platform and distributed through salon stylists and retail partners. The brand also operates a DevaPro professional division supplying stylists and offering curl education.

Product overview

DevaCurl is a dermatologist co-developed hair care brand specializing in curly and textured hair products. The product portfolio centers on a multi-category system including Cleansers (sulfate-free shampoos and co-washes), Conditioners, Treatments (repair and bond products), and Stylers (gels, creams, mousses). Key products include the Quench'n Stretch Cream™ and Quench'n Define Gel™ which are designed to work together as a duo for frizz management and curl elongation. Additional offerings include Tools + Accessories and Value Kits for bundled purchasing. Beyond products, DevaCurl operates the Deva Perks rewards program, provides a Curl Quiz for personalized recommendations, and maintains educational content through Curl 101 and The Deva Blog. The company also runs DevaCurl Pro, a professional stylist network for curl education.

Differentiator

Problem solved

Functional benefit

Brands

• DevaCurl Pro: Professional division for stylists; DevaCurl Pro is the professional side of the brand focused on curl education for stylists.

Products and services

• Cleansers Shampoo and co-wash products formulated without SLS/SLES sulfates, designed for curly hair care across fine, medium, and coarse hair textures.
• Conditioners Moisturizing and detangling conditioners for curly hair, formulated free of silicones and parabens.
• Treatments Intensive repair and bond-building treatments for damaged or chemically treated curly hair.
• Stylers Styling products including gels, creams, and mousses providing curl definition, frizz control, and hold.
• Quench'n Stretch Cream™ Moisturizing cream that manages frizz and enhances hair elongation for curly textures, designed to layer with Quench'n Define Gel™ as a duo.
• Quench'n Define Gel™ Styling gel designed to layer with Quench'n Stretch Cream™ for frizz management and curl definition.
• Tools + Accessories Hair care tools and accessories for curly hair styling and maintenance.
• Value Kits Bundled product sets offering curated routines and value pricing, including the Quench'n Duo kit.
• DevaCurl Pro (Professional Division) Professional salon division serving certified stylists globally with professional-grade products and curl education, positioned as a global leader in curl education.

Quantifiable outcome

• Dermatologist-tested and stylist-tested formulations for safety and efficacy

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Texture Education CollectivecoreStrategic or Co-development PartnerDevaCurl co-founded the Texture Education Collective to advocate for inclusive legislation requiring all stylists to be trained to work with all hair types, addressing the gap in textured hair education in beauty schools. This partnership represents a core advocacy initiative for the brand.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cantu Beauty: Cantu is a mass-market hair care brand focused on curly, coily, and wavy hair, offering shampoos, conditioners, treatments, and styling products at accessible price points. It competes directly with DevaCurl for the same consumer segment through retail and DTC channels.
• SheaMoisture: SheaMoisture is a textured and curly hair care brand offering cleansers, conditioners, treatments, and stylers with a natural-ingredients positioning. It targets the same consumer demographic as DevaCurl and competes across mass retail, professional, and DTC channels.
• Pattern Beauty: Pattern Beauty is a curly and textured hair care brand that competes directly with DevaCurl in the same product categories (cleansers, conditioners, stylers, treatments) and targets the same curly, coily, and kinky hair consumer. Both brands emphasize domain specialization, stylist endorsement, and DTC-led distribution with salon partnerships.
• Mielle Organics: Mielle Organics is a textured hair care brand with a broad product range including cleansers, conditioners, treatments, and stylers targeted at the same curly and coily hair consumer as DevaCurl. Both compete for shelf placement at beauty retailers and salon distribution, with comparable ingredient-positioning strategies.
• Carol's Daughter: Carol's Daughter is a textured hair care brand offering hair and body products targeted at the same multicultural, curly-haired consumer as DevaCurl. It competes across retail (notably Target) and DTC, with overlapping product formats including cleansers, conditioners, and treatments.
• Ouidad: Ouidad is a curl-specific hair care brand offering cleansers, conditioners, and stylers, with a salon-curly cutting heritage analogous to DevaCurl's salon-born origin. Both brands emphasize professional stylist endorsement and curl pattern education as core differentiators.
• Kinky-Curly: Kinky-Curly is a curl-specialist hair care brand offering natural-ingredient cleansers, conditioners, and stylers targeting curly and kinky hair types. It competes directly with DevaCurl in the naturally-positioned curl category through DTC and select retail channels.

Broad incumbents

• L'Oréal Professionnel: L'Oréal is the global beauty conglomerate whose professional division serves salon stylists worldwide with broad hair care offerings that overlap with DevaCurl's professional channel. As a broad incumbent, it competes for stylist mindshare and salon shelf space across all hair types rather than specializing in curls.
• Moroccanoil: Moroccanoil is a premium hair care brand with a strong salon-professional distribution channel and styling/treatment products that overlap with DevaCurl's DevaPro division. It serves as a broad incumbent competing for premium salon stylist endorsement across hair types.

Emerging players

• Bread Beauty Supply: Bread Beauty Supply is a textured hair care brand focused on curly and coily hair with simplified, clean-ingredient products that overlap with DevaCurl's curl-specific positioning. It represents an emerging direct-to-consumer competitor in the same niche with a more streamlined product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DevaCurl
• YouTubeyoutube.com/user/DevaCurl
• Facebookfacebook.com/275912505754195
• LinkedInlinkedin.com/company/devacurl
• Instagraminstagram.com/devacurl
• Pinterestpinterest.com/devacurl

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DevaCurl