DevaCurl Hair Products Cause Hair Loss, Suit Alleges (1)

Deva Concepts LLC’s popular “DevaCurl” products for curly hair cause scalp irritation and hair loss, a proposed class suit alleges.

The company touts its “DevaCurl No-Poo Original” product as “our game-changing alternative to traditional shampoo,” plaintiffs Jennifer Schwartz and Mia Rosenberg allege in a suit in the Southern District of New York.

The shampoo replacement product is marketed as being “free of harsh ingredients,” the suit says.

The “DevaCurl phenomenon” has caused many curly haired consumers across the United States to pay a premium for the company’s cleaning and conditioning products, the suit alleges.

But they can cause scalp irritation, ...