Prepare for a stampede, curly-haired ladies. One of the US’ most-loved prestigious curly hair brands is coming to the UK – but you’ll have to join the waiting list.
DevaCurl is launching in the UK with Feelunique in January 2020 and has already broken records with the biggest waiting list the beauty e-tailer has experienced for a haircare brand.
So what’s all the fuss about?
Pioneers of the curly hair movement, DevaCurl is one of the most prestigious curly hair brands in the States, known for revolutionising the category by taking the ‘poo’ out of traditional shampoo with its iconic No-Poo Zero Lathering Cleanser.
The brand was born in 1994 out of conversations with the curl community in its Devachan Salon – the first natural hair salon in New York City’s Soho. Since then, DevaCurl has transformed millions of customers’ curls with its innovative products and empowering message which has seen the brand achieve cult status, as well as a loyal and celebrity following.
With 55% of the European population embracing their textured hair and sales of curl-enhancing products increasing by 40% in the UK this year alone, DevaCurl is on a mission to lead the curl positive movement and enable everyone with textured hair to love their unique curls in their own way. Yaaaas.
Speaking about their decision to bring the brand to the UK, Megan Streeter, DevaCurl CMO, said: “Our curl community is at the heart of everything we do. We’ve received thousands of messages from our curlfriends abroad asking us to bring DevaCurl to Europe and we felt that now was the perfect time to launch internationally and help lead the natural hair movement.
“Your DNA may dictate what hair you have but society shouldn’t dictate how you wear it – so we’re ready to lead the charge to help all curl types look and feel their very best. We believe that your hair is an expression of who you are — and it’s time to champion this.”
Inspired by its curl community and perfected in its salons, DevaCurl products are free of harsh ingredients such as sulfates, silicones, phthalates, and gluten, and are always made with nourishing, hydrating ingredients designed to meet the unique needs of wavy, curly and super curly hair textures. The full range will be available to buy in the UK from mid-January 2020 at Feelunique.com. See you there?
