Recently a number of clients have asked me if I’m aware of the Deva Curl Class Action Lawsuit alleging hair loss? The short answer is yes. However, I do not use Deva Curl products (owned by Henkel) because they have never met my personal standards for clean beauty products. Deva Curl has been acquired twice since it launched "No-Poo” in 2002. Every time a company goes through an acquisition the entire product line goes though a systematic and organized cost reduction process that affects ingredients, manufacturing, and distribution. This means that every ingredient is evaluated for its effectiveness against a less expensive alternative, without sacrificing performance. In the beauty world this means substituting cheaper, synthetic, and chemical ingredients (like parabens and silicones) to replace more natural ingredients. It is therefore no wonder that the cheapest beauty products, sold by the largest companies, are the least expensive and most harmful to our health.

Henkel Beauty Brands

Henkel also owns Deva Curl.

So what’s the big deal?
The short term cost savings you might find yourself attracted to in the drug store beauty aisle is most likely being offset by long term costs to your health. Please be aware that almost all drug store brands are masters of deception - they tell you a marketing story while finding every possible way to reduce their manufacturing costs and streamline their ingredients to the cheapest possible sources. Then they mask the stink of their synthetic and chemical ingredients with perfumes, hoping that your nose will override your critical thinking skills.

How can I do better?
Support small businesses who are trying to make the beauty world a safer place. Let me help you make better hair care choices by visiting my Recommended Products page, and use the Think Dirty App to scan your products and learn more about ingredients you don’t understand.

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