DevaCurl is commemorating 25 years of caring for curly hair with a complete product refresh.
The hair care brand is not only unveiling a new look, but scientifically rooted formulations designed for curl flexibility, the company said.
Products have been dermatologist co-developed and clinically evaluated for safety and efficacy for both the scalp and hair.
“DevaCurl has been a staple within the curl community for decades. Consumers have trusted our products to be the center of their hair care routines no matter where they were in their curl journey,” said Sukiana Chancy, vice president of marketing at DevaCurl. "As a brand, we recognized that our consumer was evolving into flexing their curls with styles that go beyond the wash n’ go. So, we knew it was time to evolve along with them.
Enhancements have also been made to its cleanse and condition lines, including No-Poo cleanser and On Condition, as well as its CurlBond collection, which features a patented CurlBond complex that repairs broken bonds and recoils curls from the inside out, the company said.
DevaCurl products are vegan, cruelty-free and made without the use of SLS/SLES sulfates, silicones and gluten.
Consumers can find DevaCurl’s refreshed products online at DevaCurl.com, Ulta.com and Sephora.com, and in-store at Ulta Beauty.