A group of consumers has filed a lawsuit against US hair care brand DevaCurl with complaints that its products cause hair loss, scalp irritation and changes in hair texture.
Founded in 1994 by Lorraine Massey, author of Curly Girl: The Handbook, the professional brand launched into the UK in January via Feelunique.
The allegations against the brand have spread online in recent weeks, with a Facebook account created by former DevaCurl stylist Stephanie Mero dedicated to the issue that has amassed nearly 50,000 members.
Meanwhile, an ex-ambassador for DevaCurl and influencer, Ayesha Malik, has released a YouTube video entitled ‘Why I Stopped Using DevaCurl’, which has been viewed 1.8 million times.
Malik told viewers that despite using the Henkel-owned brand for “years”, in recent months she has noticed excessive hair fallout and unusual frizziness.
DevaCurl has announced that the company will be working with medical professionals, dermatologists, stylists and “members of our curl community” to address consumer concerns as well as a newly-formed Professional Curl Care Council.
“We’ve heard you and recognise that any changes to your hair – for whatever reason – demand a special type of attention that safety tests alone can’t address,” said the brand in an online statement.
As well as the council, DevaCurl has said that it will develop an educational platform Curl Care Resources and a FAQ section dedicated to safety and ingredients.
“From the beginning, all of our formulas are subject to rigorous and thorough testing such as stability, microbiological testing and repeat patch testing before DevaCurl allows any product to be manufactured,” DevaCurl continued.
“During manufacturing, a variety of testing is conducted on each batch of a DevaCurl product before it is sent out to salons and customers.
“This includes testing for pH, viscosity, fragrance, appearance and microbiological testing to ensure our products meet strict internal quality assurance standards and regulatory requirements before they reach the market.”
