DevaCurl is an Example of What Not To Do When Your Customers Sue You for Losing Their Hair

Published February 13th, 2020 - 12:08 GMT
DevaCurl Products Causing Thousands of Consumers to Lose Their Hair, Lawsuit Alleges
Internet influencers who were paid by DevaCurl to promote its products also came forward denouncing the company. (Twitter)

DevaCurl, a company well-known for its hair care products designed specifically for people with curly hair has come under fire lately after thousands of women took to social media to share their unfortunate experiences, saying that the products have damaged their hair and is causing them baldness, scalp irritation, and hair loss. 

On Wednesday, a class-action lawsuit was filed against the maker of the popular brand in the Manhattan Federal court, stating that thousands of consumers have reported adverse effects since they started using the product.

The suit reportedly alleges that the product caused consumers "scalp irritation, excessive shedding, hair loss, thinning, breakage and/or balding."

Even though the product promises users they'll have more hydrated and stronger locks, consumers tweeted details of the problems they faced because of DevaCurl and shared photos showing the hair damage from which they have been suffering.

DevaCurl has a variety of products all dedicated to curly hair with a cost ranging between $20-$92.

Internet influencers who were paid by DevaCurl to promote its products also came forward denouncing the company and sharing their own accounts of hair issues they experienced because of DevaCurl.

In response to damage allegations flooding social media, DevaCurl, most-known for its "no-poo shampoos", released a statement on Tuesday promising further safety testing of its products in order to identify the problem.

Yet, DevaCurl's statement seemed to have only aggravated people further, with consumers describing the company's response as "irresponsible," while demanding more serious action to "fix the problem faced by thousands of users."

According to Women's Wear Daily website, the company founded in 1994 was acquired by Ares Management LP from Tengram Capital Partners in 2017, for a sum that ranged between $250 million and $300 million and its annual revenue is estimated at around $100 million.

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