![]() ![]() Seeing the company's fall from grace felt like a loss of identity. ![]() Despite the high cost, it always felt worth it, an investment into the best ingredients that nurture your curls that need to recover from years of trying every damaging fix under the sun. The DevaCurl cult-following went beyond products, too, with a whole oeuvre of essentials like the famed Curly Girl Method (Opens in a new tab) and pricey Devachan salons with special Devacuts and Pintura highlights. Whether that identification takes the form of self-loathing or defiant pride all depends on finding the right products and styling techniques. For better or for worse, curls become inextricably tied to your identity. Despite knowing it's all bogus (no one recommends actually using Dove curl products), I still cry every time I watch this old commercial (Opens in a new tab).įor curly women and girls, your hair is the first thing people notice about you. The insecurities of growing up with curly hair are so real that Dove saw a business opportunity in exploiting them in the way they did body image insecurities. From Mia in the (Opens in a new tab) Princess Diaries (Opens in a new tab) to country music-era Taylor Swift (whose curls allegedly miraculously straightened due to natural causes (Opens in a new tab) right as she became more mainstream pop), at an early age we're fed the clear message that curls are something to be fixed, eradicated, straightened out. For Black girls and women especially, natural afro-textured curls are politicized (Opens in a new tab), discriminated against (Opens in a new tab), and almost completely excluded from mainstream beauty standards (Opens in a new tab), media (Opens in a new tab) representation (Opens in a new tab) of all kinds (Opens in a new tab), and literal curly hair ad campaigns (Opens in a new tab). While curly hair stigma is pretty universal (Opens in a new tab), as a white Latina myself I've had the privilege of not being subjected to the worst of it. But fellow curly-haired sisters know the struggle and sacred journey of learning how to care for, embrace, and hopefully even love your curls. Straight-haired readers might eye-roll at the idea of mourning a brand like this. After years of happily spending thousands of dollars on DevaCurl products and services, I threw away gallons of the stuff in the trash, doubtful that I could ever trust again. Watching this chaos unfold, it felt like the ground fell from beneath me as I realized DevaCurl - the products I once heralded as the divine savior of my hair and beauty - might be the culprit for the damage I'd been literally losing hair over. Influencers who hadn't experienced these negative effects weighed in, too, most with support and belief in the allegations (Opens in a new tab) but others to challenge the accusations (Opens in a new tab). The lawsuit names (Opens in a new tab) some of the most popular products, including their entire shampoo cleanser and conditioner line, leave-ins, styling gels, and repair treatments. Other influencers (Opens in a new tab) and even DevaCurl stylists (Opens in a new tab) came forward, culminating in a Facebook support group (Opens in a new tab) of 60,000 echoing similar experiences that led to a class-action lawsuit (Opens in a new tab). ![]()
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