THE WHAT Hair care brand DevaCurl has undergone a brand revamp and has also unveiled new products and formulas.
THE DETAILS Having updated its existing range while adding three new ones, the range is focused on bond technology and scalp care; there are 30 SKUS either being reintroduced or are new.
The new DevaCurl Repair & Bond range includes a shampoo, conditioner and mask to help curls after heat treatment, while also offering a professional treatment for salons.
Citing the ‘skinification of hair’, the company has reformulated products with ingredients such as glycolic acid, normally found in skin care.
THE WHY The brand is looking to target a wider audience and consumers with a range of curl textures, and is hoping that the universal appeal of scalp care will prove successful.
Sukiana Chancy, VP of Marketing at DevaCurl, says, “DevaCurl has been a staple within the curl community for decades. Consumers have trusted our products to be the center of their haircare routines no matter where they were in their curl journey. As a brand, we recognized that our consumer was evolving into flexing their curls with styles that go beyond the Wash N’ Go. So, we knew it was time to evolve along with them.”