DevaCurl Hair Products Cause Damage to Hair Missouri Class Action

Deva Concepts, LLC, which does business as DevaCurl, created its original product in 2002. The DevaCurl No-Poo Original (the No-Poo Product) was marketed as an “innovative new haircare category and a “gamechanging alternative to traditional shampoo,” and as containing no sulfate. However, the complaint for this class action alleges that DevaCurl products, including the No-Poo product, are “harmful to consumers and detrimental to the quality and appearance of their hair.”

The class for this action is all persons and other entities who bought the products in Missouri at any point in time from May 27, 2015 to the present, excluding any persons or entities who bought them for resale.

The products at issue include DevaCurl No-Poo Original non-lathering conditioning cleanser (the “No-Poo Product”), DevaCurl One Condition® Original hairconditioner, DevaCurl Light Defining Gel, DevaCurl Low-Poo Original cleanser, DevaCurl Low-Poo Delight cleanser, DevaCurl No-Poo Decadence cleanser, DevaCurl One Condition® Delight hair-conditioner, DevaCurl One Condition® Decadence hair-conditioner, Melt into Moisture Mask, Styling Cream, DevaCurl Leave-In Decadence conditioner, Super Stretch Coconut Curl Elongator, Wavemaker, DevaCurl Ultra Defining Gel, DevaCurl Buildup Buster, DevaCurl High Shine, and DevaCurl B’Leave-In.

DevaCurl advertised its No-Poo product as a “first-of-its-kind, no suds conditioning cleanser” that is “free of sulfates, parabens, and silicones,” intended for the care of curly hair. It has also claimed that the product can “gently cleanse curls without stripping the natural oils they need to look healthy, bouncy and simply gorgeous.”

According to the complaint, DevaCurl “does not warn consumers that use of the Products may result in … adverse outcomes, and instead make numerous assertions about the [gentle] and beneficial nature of the Products…” The complaint says that these assertions are false, deceptive, and misleading.

In actual fact, the complaint alleges, the products “cause hair loss, hair thinning, breakage, excessive shedding, scalp irritation, skin burning and other issues during normal use by consumers.”

The complaint claims that the company is aware of the problems. “For example, [DevaCurl] has received multiple FDA complaints of hair loss and scalp irritation beginning in February 2018. There have been hundreds of complaints poste don social media sites like Facebook. Social media influencers have spread the word… Major media outlets including the ABC television affiliate in New York City have exposed the products’ flaws.” Despite this, the complaint says, DevaCural attempts to convince users that the hair loss and shedding are “normal” and “common.”

The counts include breaches of warranties, negligence, and negligent misrepresentation, among other things.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

DevaCurl Hair Products Cause Damage to Hair Missouri Complaint

July 8, 2020

Deva Concepts, LLC, which does business as DevaCurl, created its original product in 2002. The DevaCurl No-Poo Original (the No-Poo Product) was marketed as an “innovative new haircare category and a “gamechanging alternative to traditional shampoo,” and as containing no sulfate. However, the complaint for this class action alleges that DevaCurl products, including the No-Poo product, are “harmful to consumers and detrimental to the quality and appearance of their hair.”

DevaCurl Hair Products Cause Damage to Hair Missouri Complaint

Case Event History

DevaCurl Hair Products Cause Damage to Hair Missouri Complaint

July 8, 2020

Deva Concepts, LLC, which does business as DevaCurl, created its original product in 2002. The DevaCurl No-Poo Original (the No-Poo Product) was marketed as an “innovative new haircare category and a “gamechanging alternative to traditional shampoo,” and as containing no sulfate. However, the complaint for this class action alleges that DevaCurl products, including the No-Poo product, are “harmful to consumers and detrimental to the quality and appearance of their hair.”

DevaCurl Hair Products Cause Damage to Hair Missouri Complaint
Tags: Causing damage, Deceptive Advertising, Deceptive Labels, Hair products