your curls. your story. our passion.

2 | devacurl .com

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Ask a curly girl about her hairShe’ll tell you about her childhood, her family, her friends, and the way she sees herself in the mirror. We’ve spent two decades at the center of this conversation. It’s curly, it’s complicated, it’s fun, and we get it.

That’s why our products are inspired by conversations with real people. And our stylists won’t just give you amazing curls, they’ll teach you how to create them on your own. We believe in the very simple idea of loving curls in your own way. It’s not dogma, it’s Deva.

Curly hair is bold, natural, beautiful, and it’s our mission to celebrate your unique curls.

IT DRIVES EVERYTHING WE DO.

AND SHE’LL TELL YOU ABOUT HER LIFE.

6 | ask a curly girl

jenniferFashon Sales Associate

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My name is Jennifer and these are my curls:

See more of Jennifer’s story at DevaCurl.com

8 | ask a curly girl

katySpecial Education Teacher

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My name is Katy and these are my curls:

See more of Katy’s story at DevaCurl.com

10 | ask a curly girl

moiraGraphic Designer

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My name is Moira and these are my curls:

See more of Moira’s story at DevaCurl.com

12 | ask a curly girl

arionaFashion Merchandising Student

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My name is Ariona and these are my curls:

See more of Ariona’s story at DevaCurl.com

14 | ask a curly girl

vanessaDancer, Actor & Choreographer

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My name is Vanessa and these are my curls:

See more of Vanessa’s story at DevaCurl.com

16 | ask a curly girl

shireenPR & Marketing Consultant

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My name is Shireen and these are my curls:

See more of Shireen’s story at DevaCurl.com

18 | what did we use?

What did we use?

Because our goal at DevaCurl is to listen, support and celebrate the curly girl, the first question our stylists ask is “how do you style your hair?” From there we can determine the right product for their lifestyle and even throw in a few helpful tips.

Amazing curls start in the shower. The first and original no lather NO-POO™ and ultra creamy daily conditioner ONE CONDITION are the foundation for restoring moisture, giving you healthy, beautiful curls. Like all of our products, they’re formulated with an exclusive botanical blend full of good-for-you (and good-for-your-curls) ingredients, and are 100% Sulfate, Paraben, and Silicone free.

First things first!

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For bold, show-stopping curls, lightly apply ULTRA DEFINING GEL to control flyaways and add a spritz of SPRAY GEL for a boost of definition and hold.

With loose curls you only need a small amount of STYLING CREAM. Also what’s great about this style is that it can easily be extended on 2nd and 3rd day hair. Just spritz MIST-ER RIGHT to refresh the curl,. Then apply Styling Cream again to redefine where needed.

Katy wanted an easy, bouncy go-to curl style that she could create in the morning before rushing off to teach school.

Jennifer loves to experiment with her hair. Her vibe is eye-catching, on-trend, and easy. She wants another option for those days when she’s trying to switch up her style.

irst things first!

20 | what did we use?

Moira loves how her hair looks after swimming in the ocean, but hasn’t been able to replicate the wavy look without a curling iron…or taking a flight somewhere.

Ariona wants defined, frizz-free curls right from the shower, and doesn’t want to apply a million products to get it that way.

The look starts with FRIZZ-FREE VOLUMIZING FOAM to pump up the volume. STYLING CREAM and SPRAY GEL are the perfect additions to give the soft texture plus flexible hold this style needs.

ONE CONDITION makes it easy to create a great wash-and-go hairstyle. It’s amazing that one product can be used in the shower to condition and detangle, AND out of the shower for styling!

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Vanessa wants to go from work to play without her hair looking flat and dull. She doesn’t always have time to cleanse in the shower every morning – she needs a look that can extend her style.

Easily go from a day to night look, especially on 2nd or 3rd day hair with more options than just a ponytail or bun. NO POO QUICK CLEANSER is a great way to refresh your look. Then use SPRAY GEL to redefine curls, and finish with FLEXIBLE HOLD HAIRSPRAY to finish the look

Shireen wants curls that match her eclectic, unique personality. Perfectly positioned curls have never been on her wish list; she washes her hair every 3rd day and wants an effortlessly cool curl style.

Apply just a little bit of FRIZZ-FREE VOLUMIZING FOAM to hair, working through the mid-lengths and the ends. To play with volume and texture, use FLEXIBLE HOLD HAIRSPRAY. Flip your head forward and spray hair liberally while working through with hands to texturize.

22 | DevaChan Salon

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Our products were born from conversations nearly 20 years ago in the original New York Devachan Salon. They were the same conversations that helped us develop the DevaCut and Pintura Highlighting. These revolutionary cutting and color techniques were designed to shape curls in their natural state as well as adding gorgeous, light reflecting highlights to curls.

The centerpiece of the Devachan salon is the No-Poo Curl Transformation, a luxurious service customized for those who want to embrace their curls and learn the basics of daily curl care. Visit our Flagship Salon in Soho, NYC or in sunny Culver City, California.

Devachan Salonthe

24 | DevaCurl Academy

DevaCurl Academy Our Academies in New York and Los Angeles function as the center of innovation for our DevaCurl products and services. These Academies annually welcome hundreds of salon professional from around the world expertly training them as curl specialists dedicated to caring for your unique curls.

Academy Courses: Level 1: Deva Inspired

Our introductory level, one day course where stylists will learn the DevaCurl signature waterfall cut, highliting techniques, shape and finish in addition to product workshops.

Level 2: Deva Advanced

Our two-day performance based status course includes DevaCurl advanced cutting, highlighting applications, shape and finish in addition to product workshops.

Level 3: Deva Certification

Our three-day performance based status course includes live models, the Waterfal Cut, the Bob Cut, high/lowlights, shape and finish in addition to product workshops and business boosting.

the

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26 | product

Never Shampoo Your Curls AgainShower your curls with moisture and replace harsh, damaging detergents with gentle, botanical ingredients. Our best-selling pair, No-Poo and One Condition gently cleanse and hydrate, creating curl shapes that are naturally gorgeous and frizz-free.

Cleanse & Condition

No-Poo™No-Poo™ Zero Lather Conditioning Cleanser is the original, bestselling, non-lathering cleanser. Our sulfate-free, highly moisturizing conditioning cleanser stimulates, hydrates, and cleans the scalp and hair to reveal the healthiest, bounciest natural curls.

How to use it: Wet curls thoroughly. Apply a liberal amount of cleanser between palms, and work vigorously throughout your scalp and gently through the ends of your hair. Rinse well. Continue with vigorous motion on your scalp to rinse thoroughly.

Key Ingredients: Hops, Peppermint, Grape-seed Oil, Wheat Amino Acids

Low-Poo™Our mild lathering daily cleanser stimulates the scalp and gently hydrates for shiny, healthy curls.

How to use it: Wet curls thoroughly. Apply a liberal amount of cleanser between palms, and work vigorously throughout your scalp and gently through the ends of your hair. Rinse well. Continue with vigorous motion on your scalp to rinse thoroughly.

Key Ingredients: Hops, Rosemary, Chamomile

One ConditionThis rich, creamy daily conditioner delivers maximum hydration to all curl types.

How to use it: Apply a generous amount to wet hair and use fingertips to gently glide through curls. Rinse.

Key Ingredients: Rosemary, Lemongrass, Olive Oil, Hops

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Cleanse & Condition

Heaven In HairA rich and creamy, deep conditioning treatment that provides maximum hydration that makes curls easier to style and manage.

How to use it: Using fingertips, glide a liberal amount through wet hair and let it sit for 15 to 30 minutes. For more intense conditioning, place hair under a plastic cap. Rinse well. For extremely dehydrated hair, use twice weekly or as needed.

Key Ingredients: Cupuaçu Butter, Murumuru Butter, Cacao Butter

DevaCare No-Poo™This zero lathering conditioning cleanser is great for restoring moisture to dehydrated, chemically-treated curls. The gentle, citrus-scented formula also delivers UV protection to help slow color fading.

How to use it: Wet curls thoroughly. Apply a liberal amount of cleanser between palms, and work vigorously throughout your scalp and gently through the ends of your hair. Rinse well. Continue with vigorous motion on your scalp to rinse thoroughly. Key Ingredients: Orange Peel, Grapeseed Oil, Wheat Amino Acids, Vitamin C, Vitamin E

DevaCare One ConditionThis daily conditioner is great for restoring moisture to dehydrated, chemically-treated curls. The gentle, citrus-scented formula delivers maximum hydration and UV protection to help slow color fading.

How to use it: Apply a generous amount to wet hair and use fingertips to gently glide through curls. Rinse.

Key Ingredients: Orange Peel, Vitamin C, Olive Oil

DevaCare Low-Poo™This mild-lathering daily cleanser is great for restoring moisture to dehydrated, chemically-treated curls. The citrus-scented formula also delivers UV protection to help slow color fading.

How to use it: Wet curls thoroughly. Massage the cleanser into your scalp first then vigorously work it through your hair. Rinse well. . Continue with vigorous motion on your scalp to rinse thoroughly.

Key Ingredients: Orange Peel, Vitamin C

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Shape Your Curl StoryShape is the texture, the bounce, the spiral and the feel of your curls on any given day. You shape when you’re building volume to be noticed or when you’re taking second day curls to the next level. Discover the possibilities and find out what your curls can do.

Style & Shape

Styling CreamAn award winning, rich and creamy botanically-infused styler that nourishes curls while providing hold, definition and protection from frizz.

How to use it: Scrunch throughout damp hair, concentrating on the densest areas of your curls for ultimate conditioning. Give individual curls more definition by applying to dry hair where needed.

Key Ingredients: Jojoba and Wheat Proteins, Hops, Tapioca Starch

Light Defining GelThis light-hold, alcohol-free, moisturizing gel molds to the hair creating a moisture-protective barrier that sets your curls’ shape while preventing frizz.

How to use it: Apply gel between palms and glide evenly over hair, tilting head forward and scrunching upward to define curls. Once applied and scrunched, it’s better not to touch or play with your hair to allow the moisture-protective Curl Cast to form while drying. For added volume, dry with the DevaFuser. Once dry, shake at the root and gently scrunch upward to soften the firm cast to reveal bouncy, soft, crunch-free curls.

Key Ingredients: Chamomile, Wheat and Soy Proteins

Ultra Defining GelThis ultra-hold, alcohol-free, moisturizing gel molds to the hair creating a moisture-protective barrier that sets your curls’ shape while preventing frizz.

How to use it: Apply gel between palms and glide evenly over hair, tilting head forward and scrunching upward to define curls. Once applied and scrunched, it’s better not to touch or play with your hair to allow the moisture-protective Curl Cast to form while drying. For added volume, dry with the DevaFuser. Once dry, shake at the root and gently scrunch upward to soften the firm cast to reveal bouncy, soft, crunch-free curls.

Key Ingredients: Chamomile, Wheat and Soy Proteins

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Style & Shape

B’Leave-InA leave-in curl volumizer that enhances fullness. This lightweight formula is great for light hold or cocktailing with any of our gels.

How to use it: Rub B’Leave-In between your palms and apply to wet or damp hair by either gliding downward to elongate curls, or scrunch upward to enhance and boost your natural waves or curls.

Key Ingredients: Lemongrass, Chamomile, Wheat Protein

Frizz-Free Volumizing FoamAn alcohol-free, lightweight foam that delivers weightless volume from the roots to the ends. The result is soft, touchable curls with fullness, definition and shine.

How to use it: Use on wet hair. Dispense foam into hands, scrunch upward towards the scalp, hold and release. Focus on the root for added lift.

Key Ingredients: Sunflower Glycerides, Hops, Lemongrass

Set Up & AboveA versatile gel-pomade styler that provides hold, texture, volume, shine, and curl definition.

How to use it: With or dry wet curls, tilt head forward, apply to palms then scrunch curls in an upward motion. For short hair, apply product directly to scalp, massage with fingertips, and style as desired. A little goes a long way - start with a pea sized amount and add more as needed. Key Ingredients: Jojoba, Olive Oil, Cupuaçu Butter

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Style & Shape

Shine SprayA silicone-free shine-enhancer that delivers natural radiance to curls. It moisturizes, strengthens and protects without weighing down or drying out curls.

How to use it: Apply as a protective finisher after use of your DevaCurl stylers. Reapply as desired.

Key Ingredients: Abyssinian Oil, Vitamin E, Green Tea Extract

Spray GelA volumizing, texturizing, spray that provides light hold and definition.

How to use it: Spray onto wet or dry hair. Scrunch hair in an upward motion toward the scalp to enhance curls. For added lift, secure DevaClips at the crown and spray roots. For added frizz control, spritz gel directly onto the crown and smooth onto the hair.

Key Ingredients: Sunflower Glycerides, Lem-ongrass, Wheat and Soy Proteins

Flexible Hold Hair SprayA lavender-scented flexible-hold hair-spray that delivers soft, touchable curls while providing shine and long-lasting definition.

How to use it: Hold can 8 to 10 inches away from hair and spray evenly onto curls. For added texture and definition spray Flexible-Hold Hair Spray to damp hair while scrunching.

Key Ingredients: Wheat Protein, Hops Extract

Set It FreeA moisturizing, frizz-fighting, spray that adds shine and bounce to thirsty curls. Locks in moisture for up to 48-hours.

How to use it: Gently mist all over wet or dry hair whenever you need maximum protection from frizz. Can also be used as a great finishing step to seal in moisture. Spray a little in your palm, rub together and gently pat on your roots and throughout hair.

Key Ingredients: Olive Oil, Soybean Oil, Lemon-grass, Beeswax

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Style & Shape

No-Comb Detangling SprayA lightweight, conditioning leave-in spray that gently detangles hair. A few spritzes will leave your curls shiny, soft and frizz-free. How to use it: Spray throughout wet curls, using fingers to comb through the hair. For targeted detangling, lightly mist onto dry curls and style hair as usual.

Key Ingredients: Lemongrass, Chamomile, Balm Mint, Rosemary

Mirror CurlsA silicone-free moisturizing serum that instantly delivers shiny, beautiful curls. MirrorCurls is fun to cocktail and adds shine any of your favorite DevaCurl stylers.

How to use it: A little goes a long way—press the pump gently to dispense a pea-sized amount. If applying to dry hair, use even less. Rub serum between palms and work evenly throughout wet or dry hair with a light touch.

Key Ingredients: Sunflower Seed Extract, Sunflower Glycerides, Rosemary

Arc AngelA firm-hold moisturizing and defining gel that’s great for chemically-treated curls. As it dries, the gel molds to the hair, creating a moisture-protective barrier that sets your curls’ shape while preventing frizz during the drying process.

How to use it: Apply gel between palms and glide evenly over hair, tilting head forward and scrunching upward to define curls. Once applied and scrunched, it’s better not to touch or play with your hair to allow the moisture-protective Curl Cast to form while drying. For added volume, dry with the DevaFuser. Once dry, shake at the root and gently scrunch up-ward to soften the firm cast to reveal bouncy, soft, crunch-free curls.

Key Ingredients: Orange Peel, Lemongrass, Chamomile

Curl Refreshers

No-Poo™ Quick CleanserA botanically-infused conditioning spray that cleanses without water to instantly refresh hair while adding texture to curls and invigorate the scalp.

How to use it: Shake well. Lift curls in sections and spray onto the scalp in short, quick bursts. Massage scalp to distribute product evenly.

Key Ingredients: Peppermint Oil, Hops, Lemongrass

Mist-er RightThis curl and scalp refresher infused with a soothing, lavender scent helps to revive curls and calm frizz in between wash-days. Mist-er Right will also reactivate your DevaCurl stylers previously applied to curls – great secret weapon when you’re not in the mood to get your hair wet. How to use it: Spray onto dry hair. Tilt head forward and scrunch curls in an upward motion to boost body and reactivate curl definition. Gently mist onto crown to refresh your style.

Key Ingredients: Lavender Oil, Hops, Balm Mint

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Tools & Accessories

DevaGlovesAnother option for frizz-free drying, in the palm of your hand. The Deva-Gloves’ gentle microfiber material absorbs just enough water to set up your style.

DevaFuserIf you already have a dryer that you love, the universal DevaFuser adapts to fit on most com-mercial hair dryers. The first diffuser created spe-cifically for curly and wavy hair delivers 360-de-gree airflow to completely dry your curls, while its ergonomic design provides comfortable use and easy positioning at the root.

DevaCurl Dryer & DevaFuserThe first dryer and diffuser duo created specifically for curly and wavy hair. The DevaCurl Dryer’s ionic technology guarantees softer, shinier, frizz free curls. The innovative hand-shaped DevaFuser fits perfectly on the dryer, and delivers 360-degree airflow to com-pletely dry your curls. With its patented ergonomic design, it’s so comfortable to use and position at the root.

DevaTowelA remarkably soft, microfiber towel that provides the smooth surface that curly hair needs from the shower to shaping and styling, frizz-free. The DevaTowel’s gentle material absorbs just enough excess water, unlike the rough surface of typical terrycloth.

DevaClipsSpecially designed for curly hair, DevaClips provide maximum root lift when applied at the crown during the drying process. They are easy to handle and provide maximum hold for all curl types and textures.

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You.

That’s why our conversations about curls always start with your story and what you want. We’re here to help figure out what works for your curls and your everyday. Because these conversations are about more than hair. They’re about who you are, who you want to be, and how you live your life.

You make us laugh, you make us cheer, and there’s no hair story we haven’t heard. We’re proud of the relationships we’ve built under the common bond of curls. Wherever you are on your curl journey, DevaCurl is there.

What’s so special about DevaCurl?

?JOIN THE CURLY CONVERSATION

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