DevaCurl Products Hair and Scalp Effects Misrepresentation Class Action

Deva Concepts, LLC does business as Deva Curl, making products intended for curly hair. The company promotes its products as natural and healthy for hair, but the complaint for this class action claims that, on the contrary, they contain substances that can cause allergic reactions and damage hair.

The class for this action is all persons in the US who bought one or more Deva Curl products between March 12, 2016 and March 12, 2020. The products include the following:

• DevaCurl No-Poo Original non-lathering conditioning cleanser
• DevaCurl One Condition® Original hair conditioner
• 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
• High Shine
• Heaven in Hair
• Leave-In Decadence conditioner
• Super Stretch Coconut Curl Elongator
• Wavemaker
• DevaCurl Ultra Defining Gel

The complaint quotes Deva Curl’s marketing claims for the products:

• They are “formulated with a moisture foundation that helps curls look and feel healthy, conditioned, soft, defined, shiny and frizz-free.”
• “We literally take the products out of the lab and into curls” to “validate every product for quality, safety and performance.”
• The company has “strict safety testing protocols” and it is “committed to the safety of our products and our curl community.”
• The products are “free of harsh ingredients…”
• The products contain only “natural and functional ingredients” and “ingredients with a conscience.”

The complaint says, “Despite these wholesome claims, [Deva Curl’s] products contain several ingredients that are known allergens, irritants, or otherwise harmful to humans.” Also, the company “failed to disclose that its Products had safety risks associated with ordinary use, including increased hair loss, hair damage, excessive shedding, balding, and scalp injury.”

Plaintiff Holianna Andriamaniraka bought the No-Poo Original conditioning cleanser, One Condition original, and Styling Cream. After using these for several months, she also bought High Shine, Light Defining Gel, and Heaven in Hair. However, the complaint alleges that her hair did not get healthier; she began losing unusual amounts of hair, her scalp began to feel extremely irritated and her hair became dried out and frizzy.”

According to the complaint, Deva Curl knew users were complaining about the products, saying that the products were causing scalp irritation, extreme shedding, and hair thinning. Yet DevaCurl continued to sell them without giving customers warnings. Complaints about them were made to the Better Business Bureau and posted on a Facebook group with the name “Hair Damage & Hair Loss from DevaCurl” that has more than 58,000 members.

Furthermore, the complaint claims that the healthy product verification application ThinkDirty claims that the products have potentially serious negative and long-term healthy effects because of the chemicals they contain.

The complaint alleges violations of state consumer laws and negligent and intentional misrepresentation.

Article Type: Lawsuit
Topic: Consumer
Tags: Causing damage, Deceptive Advertising, Made or Constructed with Harmful Chemicals