At DevaCurl, our community and our people have always been at the heart of our brand, and we have made every effort to protect and support them through the challenges of the pandemic. Unfortunately, the impact of COVID-19 continues to have a major impact on the salon professional, and we have not been immune from the significant downturn. In a world of continuing uncertainty, managing a large salon has become increasingly difficult financially, so we must adapt our business to the new environment. It is with great sadness that we have to close the Devachan Soho salon.
Founded over 25 years ago, Devachan salon has always understood that no two curls are alike, and we have been purely dedicated to the education and celebration of curls. The curl-expert stylists created a welcoming place where curly-haired clients could not only experience expert curl-specific services like the Devacut but also be part of a supportive community where all curls were showcased and admired. For many clients, a visit to the Devachan salon was the first step to fully embracing the beauty of their curls. The impact Devachan salon and its team have on the curl community is immeasurable, and we intend to continue to honor both the team and the space through our closure on June 30th.
While it is painful to end this chapter, these changes will allow us to better align our vision for the future with the needs of our DevaCurl pros, consumers, and partners, while actively championing the effort to provide safe spaces for the curl community.
We will continue with the stylist at the core in our approach to education and product innovation while also looking at opportunities to bring advanced pro-education to the field in exciting new ways. We sincerely thank the Devachan team for the passion, dedication, and skills that they’ve brought to DevaCurl, helping create a legacy that will forever be a part of the curl community they touched.