DevaCurl introduces dry no-poo dedicated to curly hair

US – NYC-born brand DevaCurl has announced the launch of its first dry shampoo imagined for curly-haired individuals who don't have the time to shampoo their hair every day. Until now, mainstream dry shampoos were not designed with curly hair in mind, as the amount of benzene and talc powder in their formula isn't adapted to curls (especially for consumers with dark curly hair).

DevaCurl's alternative formula absorbs excess oil, impurities and sweat while providing the essential hydration and nourishment that curls require. The nozzle features two spraying options: one will refresh roots, absorb oil, and add volume, while the other is designed to revive the mid-lengths to ends of the curls and enhance their shape, texture and body.

'With Dry No-Poo, we've filled a white space that the curly community has been looking for since dry shampoos came onto the market,' said Siddeeqah Ra'oof, director of brand education at DevaCurl. The product officially launched in June 2023 and retails for £26.50 ($34, €31).

In our previous analysis of the Haircare Market, we hinted at opportunities for brands to invest in functional personal care. Haircare is the top category for US Black consumers, with approximately £1.78bn ($2.29bn, €2bn) in annual sales (source: NielsenIQ), this demand represents swathes of revenues for brands developing formulas designed for Black hair.