Breaking Strands and Connections

What makes you stop using a hair care product? Brand messaging, bad experience with a product, or change in formulation? Deva Curl received backlash in 2020 due to the negative results of their products. This completely affected the brand's image and community for the worse and has yet to bounce back

Root Value

Deva Curl is a curly

hair brand that stood at the front of the pack in the curly hair care market. They were known to be the brand that every textured hair person used and pioneered salon techniques for hair stylists in salons. This allowed them to build a community and credibility in the market⁠; however, this did not last long. 

During the pandemic, the narrative of Deva Curl being “that girl” shifted drastically. Their consumers shared testimonials of hair loss, scalp irritation, and damaged hair due to the usage of their line of products. These claims were all over social platforms, which led to a wave of consumers to stop using their brand. Deva Curl’s clap back lacked empathy and was not backed up with a change in their formula. Many articles were shared in known publications such as Forbes, calling out the company for losing their customers' loyalty. 

Hair Growth

Since the spread of negativity on the brand, Deva Curl has yet to get back on their rise to

fame journey. Other brands such as Not Your Mother's, PATTERN Beauty, Rizos Curls, and even Shea Moisture have taken the spotlight in the curly hair world. There was an article published on Allure that shared the top curly hair products, and Deva Curl was nowhere to be found.  They have attempted a rebrand and failed. From reformulating products and new branding, they have not been able to come back from what chopped their repertoire. Not only do they need to step up their overall brand, but now they need to rebuild their identity, grow on social platforms, and, of course, regain the loyalty of their customers. In the market where authenticity is everything, maintaining consistency is the key to success and drives the brand's future.