collage of devacurl product, goop, sciencecollage of devacurl product, goop, science

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™.



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 seal


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.
close up goop


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™.

foam coming out of product bottle


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.

close up of product bottles and caps


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.

blue science bubbles


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.