Everything you need to know about the DevaCurl scandal

DevaCurl, a curly hair product line, fell under fire for allegedly creating products that cause users to suffer from scalp irritation, hair loss, and damaged hair. And for many this news was devasting, as the brand had provided curly-haired girls with a new sense of empowerment and appreciation for their hair. Many, who had for years,  flat-ironed or styled their locks to conform to society’s idea of professional hair.

The New York-based company faced a class-action lawsuit after widespread complaints from women who reportedly experienced hair thinning, shedding, and “strange bumps” on their scalps. In July 2021, prelimary approval for a $5.2 million settlement was received and eventually finalized the following Janaury. This scandal left everybody wondering, “Does Devacurl cause hair loss?“ Here’s everything we know about the DevaCurl scandal.

DevaCurl scandal began when users on social media started voicing their concerns about the brand’s products after former DevaCurl ambassador Ayesha Malik posted a YouTube video called “Why I Stopped Using DevaCurl” on January 31, 2020. And two year later the video has garnered nearly over 3 million views and over 10k comments.

The video sparked an online conversation from DevaCurl users who came out in droves denouncing the brand’s products as damaging and harmful. Devacurl users felt that their beauty needs were finally being seen and that the brand had been addressing the lack of represention within the hair community. So when the DevaCurl scandal began to take off, many loyal users felt betrayed and frustrated.

DevaCurl released a statement on its website where it recognized the negative shift in its online conversations. The statement reads, “[DevaCurl] worked with an independent third-party toxicologist to verify the safety of these formulas. All these tests verified there are no safety issues with our products.” The statement continues with, “we don’t speculate on why some people are attributing the challenges with their curls to our products.”

The online complaints about DevaCurl had become so widespread that a call for participants in a class-action lawsuit was made against the brand’s products.

DevaCurl’s “No-Poo” hair care line was launched in 2002 and is a series of curly hair products that don’t contain sulfates, parabens, or silicones. The products include a No-Poo and Low-Poo cleansers, conditioners, leave-in conditioners, curl creams, hair oils, and styling products.

The Facebook support group featured countless stories of Devacurl users whose beautiful, full curls had been transformed into dry, lifeless strands – some even reporting irreversible hair loss and damage. The approved settlement allowed these users to file a claim (with full proof and documentation) by November 2021 in order for them to receive compensation.

However, as of 2022, Devacurl is still up and running.  But are Devacurl products safe to use? Their website claims, “Dermatologist tested – non irritating, SLS/SLES sulfates free, silicone free, paraben free, gluten free”. Their Instagram also has over 500K followers, with their feed featuring user videos and content.