ENHANCED FORMULAS
We’ve renovated our products by upgrading our formulas to improve moisture, hold, toning, slip, detangling, protection, fragrance, and more. Get to know them to stand up to the needs of Curl Flexibility™.
The New Deva
For more than 25 years, we have been dedicated to helping our community care for their curls. As your clients’ needs have evolved, so have our products. Scientifically-rooted, dermatologist co-developed, and stylist-approved, many of our formulas now have upgraded technology with added benefits to support Curl Flexibility™.
WHAT'S CURL FLEXIBILITY™?
Your clients will be thrilled to know their curls can do whatever they want — and bounce back strong! Here’s what Curl Flexibility™ means to us: styling versatility so your curls can take on any shape and stand up to anything. Protect, revive or reset your waves, curls, or coils with confidence.
DERMATOLOGIST CO-DEVELOPED
Our formulas are Dermatologist Co-Developed & Stylist Approved. We are dedicated more than ever to being your clients' go-to expert on the care and style of their waves, curls, and coils.
ELEVATED FRAGRANCE
Aromas that are so good they’re the (scent)er of attention. Discover our core set of sensorial fragrances that reinforce the benefit of every one of our Curl Flexibility™ products. From a nature-inspired green oasis to warm, tropical aromas, sweet, enticing scents and beyond — we’ve expanded our scent portfolio to include lush, intoxicating aromas. Plus, we’ve worked with top perfumers to perfect our existing signature heritage scents, including Fresh Rose, Soft Lemongrass, Citrus Zest and Warm Coconut.
SUSTAINABILITY
Enhance your retail opportunity with DevaCurl’s brand new packaging. We’re committed to being kind to the environment, by integrating more recycled materials into new packaging. The majority of our new bottles are made from 50% recycled ocean-bound plastic to reduce our eco-footprint. In addition, we have some bottles made from 50% as well as 35% recycled plastic. All tubes are made from 30% recycled post-consumer resin (PCR). All of our bottles, tubes and aluminum cans are recyclable. We will continue to explore opportunities to reduce the negative environmental impact of our packaging.
NEW COMPLEXES
Our upgraded technologies include proven complexes and blends — each of which delivers a benefit targeted to the needs of your clients’ waves, curls, and coils. These include products that help re-coil curls, repair bonds, and protect hair from future damage, as well as products that are focused on the scalp to help set the foundation for healthy-looking waves, curls, and coils.
NEW DEVA FAQS
DevaCurl® was born in the salon 25 years ago and our commitment to the curl community has been unwavering. However, we knew it was time to evolve and harness the power of new technology and innovations to meet consumers’ changing needs.
For the past 25 years, our main focus has been on providing a moisture foundation to dry waves, curls and coils. But we know that consumers are expressing themselves in many different ways — color, braids, twists, blowouts and straightening. We call it Curl Flexibility™. And as a result, we’ve enhanced our existing products and added new categories that can do more to meet their needs for healthy-looking waves, curls and coils.
All of our products, including these new main launches, are Dermatologist Co-Developed and Stylist Approved.
Our new Scalp and Hair Reset collection is Dermatologist and Trichologist Co-Developed and formulated at a pH level for a healthy scalp. It contains:
- Scalp Detoxifying Complex that gently removes scalp buildup in the SCALP PURI(pH)Y™ Easy-Rinse Exfoliating Spray.
- Scalp Re-Balancing Complex that moisturizes dry scalp in our SCALP D(pH)ENSE™ Daily Nourishing & Protecting Serum.
Our new CurlBond™ line, designed to repair and prevent damage contains:
- Patented CurlBond™ Complex re-coils damaged curls and works from the inside out to help re-link broken bonds, improve strength and protect from future damage. Maintains shine and leaves curls healthy-looking with enhanced definition.
Our new FlexFactor™ Curl Protection & Retention Primer, a part of our Prep & Protect collection, contains:
- Curl Memory Complex helps all curl types spring back to life and helps prevent damage from brushing, friction, manipulation, and heat up to 450 degrees.
Yes! We have upgraded many of our formulas. These changes vary throughout our collections and depend on the particular product. However, overall, your clients' curls will receive the same benefits they love, but even better! Here’s how we’ve improved:
- Removed artificial dyes except for in No Poo Blue®, which is for color toning.
- Removed ingredients not necessary for formula performance, stability, or aesthetic purposes.
- Streamlined our fragrance portfolio to a core set of sensorial fragrances.
- The entire portfolio is vegan and cruelty-free.
- All of our products are always made without SLS/SLES sulfates, silicones and parabens and gluten.
For cleanse, condition and treatment products specifically:·
- Our cleansers have been updated with more generous slip for easier spreadability and to ensure its rinses clean from your clients' curls.
- Our conditioners and conditioning treatments make detangling easier and improves the manageability of your clients' curls.
- We added chelating agents to our cleansers so that they have increased cleansing power, as well as a richer, denser foam.
Great question! You can find them here.
We want the best for your waves, curls and coils while providing you with ultimate Curl Flexibility™ — get more details about what our new products are formulated without here.
No, but we encourage you to try many of your DevaCurl faves with their upgraded formulas. Overall, the performance of every product is the same as before — but even better.