A Hairy Situation for Well-Known Hair-Care Brand: DevaCurl

Photo from Ayesha Malik

Anyone with curly hair knows that using the right haircare products can be the difference between a good hair day and a bad hair day. Ordinary drug store products often do not cut it because they can contain harsh chemicals that dry out the hair and damage curls.1 As such, those concerned with providing the upmost care for their precious ringlets look for products specifically advertised to contain just the right ingredients, optimal for their unique curl type.2 Many are even willing to pay top dollar for products that promise to deliver luscious frizz free locks.3 However, when these products do not work as advertised things can get well – a bit hairy. 

Such was the case in January 2020 when YouTube influencer, Ayesha Malik, posted a now viral video titled, “Why I Stopped Using DevaCurl.”4 In the video Malik described the excessive dandruff, hair loss, hair dryness and the straightening out of her curls that she experienced while using DevaCurl products, a leading line of hair care products designed for curly hair, which she was formerly paid to promote.5

Soon after Malik’s video, thousands of others took to social media to come forward with their “DevaDamage” stories.6 Victims even came forward with personal accounts and pictures on various Facebook support groups like, “Hair Damage & Hair Loss from DevaCurl – You’re not CRAZY or ALONE!” which now has close to 60,000 members.7 The Facebook account details DevaCurl users horror stories from using the products sharing side effects ranging from itchy scalps to misshapen curls to balding.8 Some members even discuss chopping off their hair in hopes of one day recovering their curls.9

In addition to taking to social media, some victims decided to pursue legal action. Several class action lawsuits were filed against Deva Concepts, LLC,10 in New York, California, and Florida.11 The lead plaintiffs allege that DevaCurl’s product advertisements are misleading.12 Specifically that their “No-Poo” and “Low-Poo” cleansers which are advertised to be free of  “sulfates, parabens, and silicones,” ideal for maintaining healthy curls, are not as gentle on hair as the products labels claim.13 The plaintiffs further allege that the packaging of the products lists no warning label to alert purchasers of the potential side effects that many of its users experienced.14 Moreover, aside from the physical damage to their hair, some of the class members claim they have faced severe emotional damage and embarrassment from the hair loss they experienced as a result of using DevaCurl products.15

In response, DevaCurl has assured customers that their products “meet the requirements of the Independent Cosmetic Ingredient Review and are proven to be safe.”16 The company added that after an investigation by outside experts that they can confirm that their products are not to blame for these complaints.17 The company went so far as to say that giving birth, stress, losing weight, or dandruff may explain why some customers are experiencing these side effects.18

Unfortunately, this is not the only class action lawsuit of its kind. A similar class action lawsuit was filed in December 2015 against another hair-care brand, WEN, created by celebrity stylist Chaz Dean, with users similarly claimed caused hair loss and scalp irritation.19 Like the claims against DevaCurl, the WEN plaintiffs alleged that they experienced these side-effects after using the brands sulfate free hair cleanser and that the product labels failed to warn consumers of these possible side effects.20 In 2016, the WEN lawsuit was settled out of court for $26 million and could result in the payment of up to $20,000 for some affected class members depending on the number and types of hair products used.21

Therefore, given the similarity of the claims we can probably expect a similar outcome for members of the DevaCurl class actions. As of now, the parties agreed to mediate the case prior to DevaCurl’s January 2021 deadline to file a motion to dismiss.22 While the legal battle moves forward hopefully the only other thing getting straightened out for the victims is the amount they will be awarded in damages!

Jannah Eichenbaum Neumark is a third-year law student at the Benjamin N. Cardozo School of
Law and a staff editor on the Cardozo Arts & Entertainment Law Journal. Jannah hopes to
pursue a career in litigation upon her graduation. As a former DevaCurl user Jannah is open to
suggestions for new products!

  1. Lexi Novak, 10 Commandments of Curl Hair, allure (Jan. 14, 2013), https://www.allure.com/gallery/the-ten-commandments-of-curly-hair.
  2. Madge Maril, The 22 Best Products for Curly Hair, bazar (Jul. 20, 2020), https://www.harpersbazaar.com/beauty/hair/g32917760/best-products-for-curly-hair/.
  3. Katie Dingwall, Curly-haired women spend big on product, fashion network (Mar. 3, 2017),  https://us.fashionnetwork.com/news/Curly-haired-women-spend-big-on-product,799075.html.
  4. Ayesha Malik, Why I Stopped Using DevaCurl, YouTube (Jan. 31, 2020), https://www.youtube.com/watch?v=nuo8UCcyDhg.
  5. Id.
  6. Yola Robert, DevaCurl Is Under Fire From Their Loyal Customers For Alleged Hair Loss Damage- Here’s What We Know, Forbes, https://www.forbes.com/sites/yolarobert1/2020/02/14/devacurl-is-under-fire-from-their-loyal-customers-for-alleged-hair-loss-and-damageheres-what-we-know/?sh=4e685c6c5e0f (last visited Apr. 11, 2020).
  7. Hair Damage & Hair Loss from DevaCurl – You’re not CRAZY or ALONE!, facebook (Apr. 14, 2020), https://www.facebook.com/groups/486634018576633.
  8. Courtney Rubin, Did a Cult Hair-Care Line Cause Thousands of Women to Lose Their Hair?, ny times (Apr. 1, 2020), https://www.nytimes.com/2020/04/01/style/deva-curl-hair-loss.html.
  9. Id.
  10. DevaCurl’s parent company. See Christen A. Johnson, DevaCurl customers are quitting the brand, alleging products cause hair loss, skin reactions and health issues: ‘I could feel balls of hair just falling out,’ Chicago tribune (Mar. 6, 2020, 5:00 A.M.), https://www.chicagotribune.com/lifestyles/ct-life-devacurl-scandal-0306-20200306-2yxsvhaw4fgnzergqsiqbv4u7y-story.html
  11. Corrado Rizzi, Multiple Class Action Lawsuits Allege DevaCurl Products Cause Scalp Irritation, Hair Loss, Balding [UPDATE], ClassAction.org, https://www.classaction.org/blog/multiple-class-action-lawsuits-allege-devacurl-products-cause-scalp-irritation-hair-loss-balding (last updated Jan. 7, 2021).
  12. Id.
  13. Id. See also Priscilla DeGregory, DevaCurl products are causing hair loss, lawsuit claims, ny post (Oct. 27, 2020, 7:41 PM), https://nypost.com/2020/10/27/devacurl-hair-care-products-causing-hair-loss-suit-claims/.
  14. Rizzi, supra note 11.
  15. Id.
  16. See also Priscilla DeGregory, DevaCurl products are causing hair loss, lawsuit claims, ny post (Oct. 27, 2020, 7:41 PM), https://nypost.com/2020/10/27/devacurl-hair-care-products-causing-hair-loss-suit-claims/.
  17. Id.
  18. Rizzi, supra note 11.
  19. Wen Hair Care Side Effects – FDA Investigation & Lawsuit, consumer safety guide, https://www.consumersafetyguide.com/wen-hair-care/ (last visited Apr. 11, 2021); WEN CLASS ACTION, James h. Brown & Associates, https://www.jameshbrown.com/class-action-lawyers/wen-class-action/ (last visited Apr. 11, 2021).
  20. Thatiana Diaz, DevaCurl Creates “Curl Care Council” Following Hair-Loss Allegations, refinery 29, https://www.refinery29.com/en-us/2020/02/9363703/devacurl-hair-loss-damage-controversy (last updated Feb 11, 2020 3:50 PM); Anne Bucher, WEN Hair Care Products Class Action Settlement, top class actions (Nov. 9, 2016), https://topclassactions.com/lawsuit-settlements/closed-settlements/348988-wen-hair-care-products-class-action-settlement/.
  21. Wen Hair Care Side Effects – FDA Investigation & Lawsuit, consumer safety guide, https://www.consumersafetyguide.com/wen-hair-care/ (last visited Apr. 11, 2021).
  22. Rizzi, supra note 11.

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