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Key people at DevaCurl.
Based in New York City, New York, DevaCurl develops and distributes professional haircare products, styling tools, and salon services specifically formulated for curly, wavy, and coily hair types. The company distributes its premium product portfolio through direct to consumer electronic commerce channels, professional salons, and major retail partners including Ulta and Sephora. Historically operating with approximately 25 corporate employees, the business generated an estimated $65 million in net sales during the 2017 fiscal year. Private equity firm Tengram Capital Partners initially acquired the business in 2013 before selling it to Ares Management in 2017 for an estimated valuation between $250 million and $300 million. The multinational consumer goods corporation Henkel subsequently acquired the haircare brand from Ares Management to expand its professional beauty care portfolio. DevaCurl was founded in 2002 by Lorraine Massey and Denis DaSilva.
Key people at DevaCurl.
DevaCurl is a premium haircare brand specializing in products for wavy, curly, and coily hair, offering cleansers, conditioners, styling products, tools, and services like the proprietary DevaCut.[1][4][5] It serves consumers, professional stylists, and salons seeking curl-specific solutions that address dehydration and harsh ingredient damage, solving the problem of inadequate mainstream haircare for textured hair through "free from" formulas like its iconic No-Poo cleanser.[2][3][5] Founded in 1994, the brand has shown strong growth, reaching about $100 million in sales by 2019, primarily in the US via salons, retailers like Ulta and Sephora, and D2C/eCommerce, with around 200 employees at that time.[4][8]
DevaCurl originated in 1994 when Lorraine Massey and Denis DaSilva, experienced hairstylists, opened the first Devachan salon in New York City to cater to curly hair needs, after meeting while Massey taught a hair color class.[2][3][5][6] The product line launched in 2002 with the groundbreaking No-Poo Cleanser—a sulfate-free, no-lather formula that challenged conventional shampoos by prioritizing moisture for curly hair, born from their salon observations of client struggles with dehydration.[1][3][6] Key milestones include establishing the DevaCurl Academy in 2007 for training stylists in the DevaCut technique, acquisition by Tengram Capital Partners in 2013, sale to Ares Management, and finally acquisition by Henkel in 2019, marking its evolution from a salon service to a global prestige brand.[1][3][4][8]
DevaCurl rides the wave of inclusive beauty and "clean" haircare trends, capitalizing on growing demand for textured hair solutions amid consumer health concerns and representation pushes in a market where curly hair segments were underserved.[2][3][5] Timing aligns with rising eCommerce and D2C models, enabling direct community engagement, while acquisitions by firms like Henkel amplify scale in the $100M+ premium professional segment.[4][8] It influences the ecosystem by educating stylists via its academy, inspiring competitors, and normalizing curl confidence, contributing to broader beauty industry shifts toward personalization and science-backed, inclusive formulations.[1][3][7]
DevaCurl is poised for continued expansion under Henkel, leveraging upgraded technologies like Curl Flexibility™ to capture evolving consumer habits such as heat styling and color treatments on curls.[5][7] Trends like personalized beauty tech, AI-driven hair diagnostics, and global curl markets will shape its path, potentially boosting international sales beyond the US core. Its influence may grow through deeper salon integrations and community tools, solidifying its role as the curl care pioneer—echoing its 1994 salon origins to empower every curl in an increasingly diverse beauty landscape.[4][8]
