Personal care brand Henkel expands its portfolio into the curly hair market with the acquisition of DevaCurl.
A German beauty company has struck a deal to acquire Deva Parent Holdings, Inc., which owns a professional hair care brand that specializes in products for curly and wavy hair. Founded in 1994, the brand is known for its range of cleansers, conditioners, styling products, accessories and treatments, and boasts vegan and “free-for-formulas.”
“DevaCurl is one of the fastest growing ‘premium professional’ hair care brands in the United States. strengthen the growth momentum of
DevaCurl, which is expected to generate approximately US$100 million in sales in 2019, is the latest in a series of high-profile acquisitions by Henkel. The company that owns Schwarzkopf and Dial acquired his 51% stake in LA-based eSalon.com, which specializes in creating personalized hair dye formulas designed for at-home use, earlier this year. I got Also in January, we launched our vegan brand Nature Box, which focuses on cold-pressed oils, vegan formulas, and select sustainable ingredients.