7/9/2023 0 Comments Deva curl productsInformation about our commitment to quality and ingredients is available here,” linking to a page on the company’s “product philosophy.” VICE has reached out to the company and will update if and when we get a response. We take them seriously and want to provide reassurance about the quality and safety of our products. DevaCurl told the Dot then, “We want everyone to have positive experiences with DevaCurl and we’re really sorry to hear these concerns. In early January, a law firm also posted an advertisement soliciting participants for a “DevaCurl hair loss class action investigation.” (To be clear, no lawsuit has been filed and the ad doesn’t mean that one necessarily will be.)ĭevaCurl-which was acquired by the German company Henkel in November-hadn’t addressed the controversy until just a few days ago, when the Daily Dot wrote about Ayesha Malik’s video. DevaCurl’s comments on Instagram and Twitter are full of angry people saying they also experienced hair damage, and a four-year-old thread on Sephora’s community forum about DevaCurl has, in recent months, begun to fill with new responses from people alleging the product was causing breakage and hair loss. In addition, Mero created a Facebook group for people who think their hair has been damaged by DevaCurl products-on January 31, when Ayesha Malik uploaded her video, it had 4,000 members. She’s also encouraged her viewers to file complaints with the FDA if they feel their hair has been damaged by the product. ![]() I have been calling influencers in the curly hair community trying to get to the bottom of this, reaching out to Devacurl personally and researching online to understand what is at the root cause.") Batson added that she has "asked the DevaCurl team to remove my images from their website," and said she would be "redoing my Amazon recommendations for my future videos on my channel," implying she'd no longer recommend DevaCurl products.Īmong the most persistent critics is a hairstylist in Florida named Stephanie Mero, who goes by the name CurlNinja and who began making videos over the summer alleging that DevaCurl harmed her hair and that of her clients Mero has to date made at least 13 videos criticizing the products and showing what she says is damage caused by them. "I have seen your questions and messages of sheer panic. ("I have not been taking this situation surrounding DevaCurl lightly," Batson wrote on Instagram. She put up a video expressing shock at the DevaCurl controversy on Tuesday afternoon that almost immediately garnered thousands of views, despite not having much new light to shed on the situation. YouTube’s algorithm helpfully leads from Malik’s video to dozens more, including one by India Batson, an even more prominent beauty YouTuber who's issued glowing DevaCurl recommendations in the past, including on the company's website. ![]() “I used to recommend DevaCurl, but not anymore.” The video has garnered over 500,000 views and counting in it, Malik fights back tears as she describes changes to her hair, including hair loss, dandruff and a changed, much more limp curl pattern.ĭo you work at or know anything we should know about DevaCurl? Contact Anna Merlan at or via VICE's SecureDrop. “I am suffering from severe hair and scalp issues,” Malik said in the video description. One of the most high-profile is Ayesha Malik, a curly hair YouTuber with 197,000 subscribers who made a video at the end of January alleging that her hair became seriously damaged after years of exclusively using DevaCurl products, which she’d often recommended on her channel, sometimes in paid partnerships with the company. In the past five months, a small legion of influencers, primarily on YouTube, have begun alleging that DevaCurl is damaging their hair, causing dandruff, frizz, and changes to their curl patterns.
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