Deva Concepts, LLC is the defendant in at least three proposed class action lawsuits that allege the company’s line of DevaCurl products have caused many curly-haired users to experience scalp irritation, excessive shedding, hair loss, thinning, breakage and/or balding.
Filed in New York, California and Florida, the lawsuits allege that although Deva Concepts has for years touted the benefits of its “No-Poo” or “Low-Poo” cleansers and conditioners, the premium-priced products are nowhere near as gentle as the company claims. In truth, the cases say, Deva Concepts has failed to disclose the dangers of its products while going so far as to intentionally blame other factors, such as giving birth and stress, for abnormal hair and scalp damage.
The lead plaintiffs in each suit claim they and thousands of other consumers would not have bought DevaCurl products had they known of the troubling side effects associated with their use.
“Users have hair fall out in varying degrees during and immediately after use,” the lawsuits allege. “The hair loss, scalp irritation and balding suffered by Plaintiffs and Class Members is embarrassing and can be extreme in certain instances.”
The “DevaCurl Phenomenon”
Each lawsuit marks 2002 as the beginning of the “DevaCurl Phenomenon.” It was during this year, the suits explain, that Deva Concepts created and developed the formula for DevaCurl No-Poo Original, which the company touted as a “first-of-its-kind, no suds conditioning cleanser” that was “free of sulfates, parabens, and silicones” and could gently clean curly hair without removing natural oils and with little damage to color. One of DevaCurl’s founders, the lawsuits say, claimed the product allowed the scalp to “regulate” so that a user’s hair could “become more of what nature intended.”
In the time since its launch, DevaCurl’s No-Poo cleanser was purchased by thousands thanks in no small part to the product being positioned as the answer to the age-old question of whether those with curly hair should use traditional shampoo, which many have debated can dry out the hair and cause color to fade. Deva Concepts’ products have served as a complete alternative to traditional shampoos, the case says, with consumers willing to pay a “premium price” based in part on the defendant’s representations of what DevaCurl products can achieve.
As the plaintiffs tell it, however, Deva Concepts has pulled the wool over the eyes of users in that the packaging and advertising for DevaCurl is devoid of any warning about the harmful side effects alleged in the litigation.
“Unambiguous knowledge” of DevaCurl’s alleged dangers
According to the lawsuits, curly-haired consumers across the United States have experienced scalp irritation, excessive shedding, balding and other ill effects after using DevaConcepts’ DevaCurl products despite the defendant relaying to consumers that its No-Poo product is as beneficial and as safe as advertised.
Disturbingly, the cases say, Deva Concepts “appears to be aware of the issues”—thanks in part to the countless number of consumer complaints and more than one less-than-rosy news story—yet “conceals and fails to disclose” any dangers with the following products:
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; DevaCurl Melt into Moisture mask Deva Curl styling cream; DevaCurl Leave-In Decadence conditioner; DevaCurl Super Stretch Coconut Curl Elongator DevaCurl Wavemaker; and DevaCurl Ultra Defining Gel.
Further, Deva Concepts, the suits claim, assures users on its website that hair loss and excessive shedding after use of the products is normal and common while chalking hair damage or scalp irritation up to factors such as giving birth, stress, dandruff, weight loss and certain illnesses.
While Deva Concepts has acknowledged on its website the “conversations online” concerning its cleansers and conditioners, the company has not recalled any DevaCurl products or provided warnings to users of their risks, the plaintiffs say. The lawsuits add that although Deva Concepts has put together what it calls the “Curl Council” to deal with emerging consumer backlash, the group is “nothing more than ‘window dressing’ to address the fallout from bad ‘PR.’” Further still, the DevaCurl maker has done nothing to compensate customers who’ve suffered damages from using the above-listed products.
Every consumer who purchased the Products without the true facts about the Products and disclosure of the inherent health risks prior to purchase was injured at the point of sale when, instead of obtaining safe, natural, proven, guaranteed to promote hair growth, strengthening, and conditioning cleanser, consumers obtained Defendant’s unreasonably dangerous and defective Products. Consumers have been further injured by way of requiring expensive professional hair treatment and medical treatment as a result of injuries caused by the Products.”
According to the suits, Deva Concepts has misled consumers into thinking they bought a premium product with greater “health benefits” than cheaper alternatives. Failing to include any mention of hair loss, scalp irritation, thinning, breakage and balding on product packaging and in advertisements, as well as claiming that excessive hair shedding is “normal,” “common” and “non-preventable,” constitutes a material misrepresentation of the DevaCurl products, the complaints allege.
How do I get in on these lawsuits?
Contrary to popular belief, there generally is nothing you need to do to “join” a class action lawsuit. You can always contact an attorney if you want to start a suit of your own, but for now all most consumers will end up doing is waiting for the legal process to play out.
The complaints are embedded below.