Anyone who understands fabric knows that you don’t cut and drape silk the same way you would work with a heavy brocade. And anyone who works with hair knows the cut, care and styling approaches for straight hair are completely different than for wavy hair, curly hair and coily hair. And since no two heads of hair are alike, hair pros serve themselves and their clients well by knowing how to handle every texture, from 1a to 4c.
DevaCurl pioneered the art and craft of textured hair by emerging as one of the first companies to support pros with textured hair education, including the groundbreaking DevaCut™. Now the company is striding forward, offering a robust new educational program designed to enhance stylists’ skills in all things textured hair.
DEVACURL THEN—PIONEERING HEALTHY, JUICY CURLS
Two-decades ago, curly hair remained largely misunderstood by many professional stylists. It was a common practice in salons to straighten curls rather than embrace and enhance their natural texture.
Then DevaCurl came along with a completely different point of view. “It started with the launch of DevaCurl’s iconic product, No-Poo® Original Cleanser,” says DevaCurl Director of Education Lindsay Perez-Solomon. “DevaCurl recognized that curls require a ton of moisture, and this sulfate-free cleanser was formulated to respect the integrity of textured hair by not stripping the hair while cleansing.”
The patented, first-of-its kind DevaFuser® is a hand-shaped diffuser that cradles the hair to help maintain and encourage optimum curl definition, while making it easier to dry hard to reach areas, such as the roots.
From there, the company was off and running. They created the patented DevaFuser®, a hand-shaped diffuser that cradles the hair to help maintain and encourage optimum curl definition, while making it easier to dry hard to reach areas, such as the roots.
They launched classes on the DevaCut™, a no-comb, dry-cutting technique that revolves around observing natural curl pattern and curl behavior in order to maintain length and ensure optimum shape. They devised DevaClipping—the use of two-prong metal clips and a hood dryer to create volume and eliminate unwanted part lines down the back of the head. And they showed stylists how to minimize the use of harsh heat styling methods, which, says Perez-Solomon, “makes it easier to maintain natural, healthy, juicy, bouncy curls.”
Erin Anderson, owner of Fringe Salon in Philadelphia, values the training, passion and support she has received from DevaCurl over the past 12 years.
Early adopters of the DevaCurl methods benefited. Erin Anderson, who owns Fringe Salon in Philadelphia, first checked out the company in 2013 on the advice of one of her stylists who told her, simply, “DevaCurl works!” In short order, the salon embraced the company’s products and education and have been devotees ever since. “At their academy in New York City, the educators were so passionate and inspiring!” she recalls. “The education gave me the confidence to try new techniques and go deep with the care I was able to give my guests.”
Another perk for Fringe Salon? The online DevaCurl Stylist Finder. “It’s everything!” says Anderson. “It's why we are so busy! The fact that a new guest shopping around for a stylist can see our certifications, read reviews and scope our website to make an informed decision is priceless. And our stylists have their credentials posted, which validates them and spotlights their dedication to the craft. It’s an invaluable resource.”
DEVACURL TODAY—RAISING THE BAR IN CURL EDUCATION
DevaCurl Director of Education Lindsay Perez-Solomon has created a new slate of classes designed to give stylists the tools and techniques to create and expand curl services for new and existing clients.
Fast forward to today—DevaCurl is now part of the Henkel family of professional haircare brands. With that alliance comes more resources to educate and serve stylists. Director of Education Perez-Solomon is leading the way with classes designed to give stylists the tools and techniques to create and expand curl services for new and existing clients. “We want to focus on catering to stylists without much curl experience,” she notes. “We’re committed to helping them identify curl pattern, curl behavior and texture and understand how those factors determine how to approach each client’s individual curl needs. We want them to understand the DevaCurl story—the strong roots of a company that was started in the salon by stylists.”
Kicking off the new DevaCurl education initiatives are two classes this Spring—Curl Discovery Workshop and Level 1: Intro to the DevaCut™, taking place at Henkel’s State of the Art #AcademyofHair in Culver City, CA.
“The Curl Discovery Workshop demonstrates the Transformation Service, which transforms dry or undefined curl patterns into defined, beautifully formed curls, coils and waves,” explains Perez-Solomon. “For many clients, this service can be life-changing. Sometimes it’s the first time they are seeing what their curls can really do. The class combines demo and a hands-on segment that allows attendees to put theory into practice.”
DEVACURL TO COME: ROLLING OUT MORE CLASSES FOR CURL LOVE
After the launch of the first new classes in May, the company will roll these sessions out at additional locations. “First we want to give stylists the foundation they need to work with textured hair,” says Solomon. “Then, later in the year, we’ll be partnering with well-known experts to offer elevated artistry and trend education.”
One of those curl experts is celebrity stylist Christin Brown, who first discovered DevaCurl when she was booked to do a photo shoot for their Wash Day Wonder campaign. “Through DevaCurl, I have been able to find inspiration as well as provide inspiration to other curl specialists,” she says. “It’s a symbiotic relationship between educator, stylist, consumer and back around again. Thanks to DevaCurl’s innovative curl care, I've been able to connect with pros and clients on a deeper level to push the needle in the industry.”
This fall, Brown will be pushing the curl education needle even further with curated masterclasses at the Henkel Academy in Culver City, CA. “The content will focus on some of my tried and true proven tips and techniques that I use behind the chair to provide best-in-class salon services for my curl clients,” she reveals.
WHAT IS THE TEXTURE EDUCATION COLLECTIVE?
DevaCurl’s leadership in all things curls doesn’t stop with one-on-one education. The company is also a proud founding member of Texture Education Collective™ (TEC). “DevaCurl and other professional hair care leaders alongside Pro Beauty Association (PBS) founded TEC with the shared goal of mandating state board licensing to be inclusive of all hair types,” explains Perez-Solomon. “It paves the way for salon clients to feel understood and welcomed by all stylists. We encourage people to sign the petition at probeauty.org/tec because every signature advances the cause to change cosmetology school standard to ensure textured hair education is part of every curriculum.”
Are you ready to take texture to the next level in your business?
Any licensed professional can participate in DevaCurl education. Go to Curly Hair Education for Professionals | DevaCurl Professional to learn about and sign up for upcoming classes.
DevaCurl also invites all pros to sign up for the DevaCurl Pro Club Loyalty Program.
DevaCurl is all about maintaining natural, healthy, juicy, bouncy curls.
The Introduction to DevaCut™ class covers the signature dry cutting method, and enables stylists to sharpen technical proficiency, elevate their artistry and adopt a consistent and repeatable method for cutting waves, curls and coils. “This is a hands-on workshop,” says Solomon, “attendees get certificates of completion, plus they are then listed on the DevaCurl Stylist Finder.”
Thanks to DevaCurl’s innovative curl care, I've been able to connect with pros and clients on a deeper level to push the needle in the industry.
Later this year, celebrity stylist Christin Brown will lead DevaCurl master classes.
Devacurl
Teaches You
How to Work
Those Waves,
Curls and Coils
Like a Boss
