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Henkel to Purchase DevaCurl

By Btc Lauren Rees·November 12, 2019

Henkel To Buy DevaCurl And Expand Its Pro Hair Portfolio

DevaCurl will be joining global consumer goods company Henkel, owner of eight professional beauty brands including Schwarzkopf Professional®, Joico and Kenra Professional®.

Henkel announced Nov. 11 it agreed to purchase DevaCurl, known for its vegan haircare and styling formulas specifically for curly and wavy hair. Henkel also owns Alterna®, PRAVANA®, #mydentity, Sexy Hair® and Zotos Professional, operating out of the brand’s Beauty Care Professional Headquarters in Culver City, Calif. DevaCurl will remain based in New York City, where the…

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