Founded in 1994, the company offers high-growth, premium and category-leading hair care and styling products for all types of curly and wavy hair with a comprehensive portfolio of vegan and “free from” formulas. The product range includes cleansers, conditioners, styling products, styling accessories, and treatments. Henkel says the portfolio of DevaCurl is highly complementary to their existing portfolio. The ‘Premium Professional’ products of DevaCurl are distributed in the U.S. in leading salons. They are also available at selective retailers like Ulta and Sephora as well as through direct-to-consumer (D2C) and eCommerce platforms. In 2019, the business is expected to generate sales of around 100 million U.S. dollars, mainly in the U.S. market. The company employs around 200 people.
“This acquisition is part of our strategy to expand our position in attractive and fast-growing markets and categories. It will complement and further strengthen our Hair Professional business,” said Henkel CEO Hans Van Bylen.
Henkel came in at No. 13 on Beauty Packaging’s list of Top 20 Global Beauty Companies. See the entire list here.