The company maintains that its products are safe, but plaintiffs in proposed class actions allege it has knowingly put consumers at risk of hair loss and other injuries. DevaCurl’s troubles escalated quickly after a former brand ambassador went viral with a 31 January video urging consumers to stop using DevaCurl products and adopt safer alternatives.
Complaints linking DevaCurl to hair loss and other injuries have been driving a storm of media attention in recent weeks, making it just a matter of time before lawsuits would begin to file in federal courts.
Sure enough, three class actions were filed against Deva Concepts, LLC, within days of each other – on 10 February...