Innovative. Dermatologist Co-Developed. Stylist Approved. This Is DevaCurl®

NEW YORK, June 15, 2021 /PRNewswire/ -- Commemorating over 25 years of curly haircare expertise, DevaCurl^® undergoes a scientifically-rooted refresh that redefines the curl category with breakthrough products formulated for Curl Flexibility™. The groundbreaking curl care brand has evolved to address how curly consumers are caring for and styling their strands. The brand's Curl Flex campaign is bringing this evolution to life.

With a strong legacy exclusively catering to curl care, DevaCurl is unveiling a fresh new look and feel for the modern-day curl community. Having undergone a full brand revitalization, DevaCurl is redefining what it means to maintain healthy-looking curls with products that meet consumers' expectations for Curl Flexibility beyond the Wash N' Go. All of the products in the DevaCurl line have been dermatologist co-developed. In fact, DevaCurl partnered with Board Certified Research Dermatologist, Dr. Zoe Draelos for an expert clinical evaluation of the safety and efficacy of ingredients for scalp and hair. So, whether you choose to color, straighten or braid your curls, the new DevaCurl line provides dermatologist co-developed and stylist-approved products to meet all curl needs. 

"DevaCurl has been a staple within the curl community for decades. Consumers have trusted our products to be the center of their haircare routines no matter where they were in their curl journey. 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," said Sukiana Chancy, VP of Marketing at DevaCurl. 

Honoring its rich salon heritage, new and enhanced DevaCurl products represent the transformations DevaCurl stylists help create with their clients every day. 

"When I think of the phrase 'Curl Flexibility' – I think of all the amazing ways that curls shape-shift," states Dominique LyVar, Devachan Stylist, "When clients sit in my chair at Devachan Salon my goal is to help them get to know the power and versatility of healthy-looking curls. Once clients know that their curls are powered with products that are formulated for every aspect of their curl experience, they feel like anything is possible."

From natural texture to braids, highlights, twists, knots, blowouts, or extensions - DevaCurl now offers products that speak to Curl Flexibility™ allowing curly consumers to live their curls, their way. Consumers will find enhancements to popular cleanse and condition lines, No-Poo® cleanser and One Condition® conditioner, along with category-changing innovations like the DevaCurl CurlBond™ collection. 

The CurlBond™ collection features a patented CurlBond ™ Complex that repairs broken bonds and re-coils curls from the inside-out for stronger curls that flex through heat, color, detangling, and everything in between.

Throughout the brand's evolution, DevaCurl's commitment to product safety has remained consistent. All products are Dermatologist Co-developed and formulated with everything curls love and nothing they don't! They are Vegan, Cruelty-Free, and made without SLS/SLES Sulfates, Silicone, and Gluten.

"People of all hair types want to know that what they use works and sourcing sustainable, and safe ingredients requires a commitment to quality, which DevaCurl is determined to achieve with their curly consumer." says Dr. Shani Francis, Board-Certified Dermatologist and Member of DevaCurl's Expert Curl Council.

To kick-off the refresh introduction, DevaCurl is encouraging the curly community to showcase the endless ways in which their curls can flex between styles with its Flaunt Your Flex social media campaign. After all, there is nothing that curls can't do.

All new and enhanced DevaCurl products are available for purchase at DevaCurl.com and ULTA online and in-store, and Sephora.com.

ABOUT DEVACURL^®
Since opening the doors to its first salon in NYC in 1994, DevaCurl has been dedicated to one thing--curls! Whether perfecting a new technique, training stylists at its academy or developing a breakthrough product, DevaCurl is obsessed with bringing out the best in every curl type. DevaCurl continues to unveil breakthrough product innovations for all curls. For more information, visit www.devacurl.com

SOURCE DevaCurl