#Devacurl wavemaker how to#

For better or for worse, curls become inextricably tied to your identity. Despite knowing it's all bogus (no one recommends actually using Dove curl products), I still cry every time I watch this old commercial.ДЇor curly women and girls, your hair is the first thing people notice about you. The insecurities of growing up with curly hair are so real that Dove saw a business opportunity in exploiting them in the way they did body image insecurities. From Mia in the Princess Diaries to country music-era Taylor Swift (whose curls allegedly miraculously straightened due to natural causes right as she became more mainstream pop), at an early age we're fed the clear message that curls are something to be fixed, eradicated, straightened out.

For Black girls and women especially, natural afro-textured curls are politicized, discriminated against, and almost completely excluded from mainstream beauty standards, media representation of all kinds, and literal curly hair ad campaigns. While curly hair stigma is pretty universal, as a white Latina myself I've had the privilege of not being subjected to the worst of it.

#Devacurl wavemaker how to#

But fellow curly-haired sisters know the struggle and sacred journey of learning how to care for, embrace, and hopefully even love your curls. Straight-haired readers might eye-roll at the idea of mourning a brand like this. After years of happily spending thousands of dollars on DevaCurl products and services, I threw away gallons of the stuff in the trash, doubtful that I could ever trust again. Watching this chaos unfold, it felt like the ground fell from beneath me as I realized DevaCurl - the products I once heralded as the divine savior of my hair and beauty - might be the culprit for the damage I'd been literally losing hair over. Influencers who hadn't experienced these negative effects weighed in, too, most with support and belief in the allegations but others to challenge the accusations. The lawsuit names some of the most popular products, including their entire shampoo cleanser and conditioner line, leave-ins, styling gels, and repair treatments.

Other influencers and even DevaCurl stylists came forward, culminating in a Facebook support group of 60,000 echoing similar experiences that led to a class-action lawsuit.