DevaCurl is looking to become the global authority on curly hair by utilizing its innovative SoHo salon, innovating its product collection to reach more consumers and tapping knowledge coming out of its DevaCurl Academy. The firm’s three year goals include executing a three-prong, multi-channel expansion plan via retail, distributors and dotcom.

Their newest line, available now, has been developed specifically for textured hair—and comes on the heels of a big moment for the category. Most notably, textured hair took center stage during Prada’s fall 2015 presentation when model Lineisy Montero made headlines for being the only model with a cropped afro in a line of more than 40 tightly pulled-back ponytails. She then walked the runway at Balenciaga’s show, joined by fellow models Aamito Lagum, Mari Agory, Nykhor Paul, Ajak Deng and Grace Bol, all who wore their hair in a natural, textured style.

Products for textured hair have traditionally been marketed to multicultural consumers; however many brands, including Carol’s Daughter and Shea Moisture, have begun shifting their positioning to target a broader audience. The new DevaCurl products join the ranks of those that are beneficial to the multi-ethnic consumer while also being applicable to all curly-haired individuals who identify their hair type as kinky, regardless of ethnicity.

The firm’s flagship, NYC Devachan Salon, and the DevaCurl Academy and new Soho Headquarters at 75 Spring Street is internally referred to as the Curl Campus. Within one NYC block, the team can support both the curly client and the salon professional, while the new team of DevaCurl executives in Marketing, Sales, Creative, Communications, Digital, Customer Service, Education, Operations and Finance work to expand the brand to reach curly girls everywhere.

The birth of the DevaCurl brand in 2001 came out of conversations that took place at the first Devachan Salon, beginning with the first-ever sulfate-free shampoo, named No-Poo. The non-lathering conditioning cleanser was the first to market and aimed to revolutionize the way curly girls cleansed their hair.

DevaCurl’s new collection uses hydrating ingredients with the goal of creating the foundation for healthy hair. No-Poo Decadence, a non-lathering, conditioning cleanser, and One Condition Decadence, a moisturizing conditioner, are specialty formulated with chufa milk, quinoa, and DevaCurl’s Botanical Blend (balm mint, chamomile, hops, lemongrass, rosemary, and yarrow) to address key curly hair needs such as hydration, strength, and shine. The only styling product in the line, SuperCream Coconut Curl Styler, is enhanced with coconut oil, jojoba protein and corn starch and aims to define and shape curls by adding moisture, strengthening hair and protecting against frizz.

DevaCurl, which makes about 30 sku’s, has distribution in the US and Canada; in the salon channel it sells in Sally Beauty and Paramount, at retail outlets it’s available in Sephora and Ulta. Retail price points range from $8.95 to $159. It is also available on

To represent the new line, DevaCurl tapped Cameroonian-born singer-songwriter Andy Allo, who boasts a head of free-flowing fluffy coils, as the ambassador of the new line.

“As more women have started to celebrate and embrace their natural texture, DevaCurl wanted to ensure that it was able to meet the needs of a broader range of curl types,” said Vice President of Marketing, Megan Streeter, who joined the company in August 2014. “Our newest products, SuperCream and Decadence, offer versatile curl care and styling options for super curly girls, those with highly textured hair.” Prior to DevaCurl, Megan worked across multiple beauty categories in both the prestige and mass beauty world, most recently at Avon.

Social media is also playing a big role in DevaCurl’s marketing. In addition to a robust campaign across all social media platforms, DevaCurl launched a nationwide contest in August called the #SuperCreamChallenge, which is a chance for curly girls to celebrate their curls on Instagram from now until August 27. The grand prize winner receives a DevaTrip for two to New York City; five first prize winners receive a year’s supply of SuperCream; and an additional 20 winners will win a full size of SuperCream.The brand also hosts a weekly campaign on Facebook called “Ask the Curl Coach” where curly girls can chat live via Facebook with one of Devachan experts and ask questions about their own hair.