For those unfamiliar with DevaCurl, DevaCurl is the Mack Daddy of the modern curly hair movement. It was and is, arguably, the first mainstream brand to successfully target the curly hair market with products that allowed both men and women to embrace, indeed, celebrate their natural waves, curls and coils.

And then something happened. Loyal customers began to complain that DevaCurl was no longer helping their hair. Worse, they alleged, DevaCurl had damaged their hair. Dandruff. Itching. Hairloss. Even allegations of chemical burns.

Almost overnight, DevaCurl has gone from being the darling of the natural hair care world to, for many, the enemy. And at least 10 class action lawsuits have been filed against the brand by allegedly impacted consumers.

On this week’s episode, I explore the DevaCurl Scandal, and I delve into what I think of DevaCurl’s response, from a crisis management perspective.

The Risktory Podcast is created, written, produced and hosted by Jacinthe A Galpin.

Soundtrack (sourced from www.freemusicarchive.org)
Alan Spiljak – Clouds
Alan Spiljak – Forgotten
Alan Spiljak – Light blue
Alan Spiljak – Empty days
Alan Spiljak – Stars above
Alan Spiljak – Not the end
Alan Spiljak – Sun
Alan Spiljak – Flying away
Alan Spiljak – Time
Alan Spiljak – Fantasy in my mind

Bibliography
https://www.facebook.com/stephaniemlmero/posts/507458733501979
https://www.youtube.com/watch?v=nuo8UCcyDhg&t=207s
https://www.youtube.com/channel/UCLmvUvQYsrlDXzJ2KI6nZ1g
https://www.nytimes.com/2020/04/01/style/deva-curl-hair-loss.html
https://en.wikipedia.org/wiki/DevaCurl
https://en.wikipedia.org/wiki/Curly_Girl_Method