Malik publicly denounced the brand in a video that racked up 3.2 million views. On the page, former users of the brand, mostly women, offer advice and commiserate. Stephanie Mero, a hairstylist, started a private Facebook group called “Hair Damage and Hair Loss from DevaCurl - You're not CRAZY or ALONE,” which currently has 58,000 members. These consumers now faced the possibility that DevaCurl could be the cause of their hair troubles. Others had visited doctors in search of a diagnosis. Many had noticed long-term hair loss but attributed it to personal difficulties. Facebook, Twitter, and Instagram erupted with photographs of brittle, dead hair and frenzied discussions on how to offset the damage. The more serious allegations included health issues like migraines. On the internet, one-time DevaCurl devotees alleged en masse that they had suffered chronic hair damage, including bald spots and excessive hair loss (or alopecia), scalp irritation, loosening of curl pattern, fading of shine and color, and dry, broken strands after using the company’s products. Fried like we got hit by lightning, completely damaged.” “ Everyone in that Facebook group, their hair looks exactly like mine. The brand became so well-recognized that it even appeared in a 2019 episode of Broad City, in which Ilana is recruited as a model after someone from the company spots her sprightly bob.Īnd yet, in late 2019 and early 2020, many of the same people who had recommended DevaCurl with an almost cult-like fervor took it all back. The company had a flagship salon in Soho, New York and its own stylist academy. Shampoos sold by DevaCurl were generally ‘no-poo’ or ‘low-poo’, creating either a light lather or no lather at all, with the aim of retaining moisture that infuses curls with shape, form, and gravity-defying bounce. The company’s founder, Lorraine Massey, who stepped down in 2013, pioneered the Curly Girl Method, which encourages its followers to not shampoo their hair - as the harsh sulfates deprive curls of their natural oils and moisture - instead relying mostly on conditioners and gels for styling. Malik’s love for DevaCurl was reciprocated: The multimillion-dollar company featured Malik and her gorgeous tresses on its website and social media as a testament to its unrivaled excellence in the curly hair world.ĭevaCurl was not just seen as a product, but as a way of life. From 2017 to 2019, she promoted the company’s products as an influencer and posted hair care videos on her YouTube channel, which currently counts 248,000 followers. “A Black woman with saw me, and she’s like, ‘I love your hair.’ And I was like, ‘I love your hair!’ And she told me to try DevaCurl, and I tried it. “I spent an hour and a half in the hair care aisle, and this was before even had an ethnic section,” says Malik, who immigrated from Pakistan to Alaska when she was a child. Malik had always loathed her hair, but she finally wanted to care for her curls without changing their bouncy, spiraling texture. It was 2013, and the then-23-year-old student couldn’t find the right products for her dark brown ringlets, which had wilted after years of dyeing and straightening. Ayesha Malik paced the hair care aisle at the Spokane, Wash.
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