Consumers blame hair care brand DevaCurl for hair loss

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INDIANAPOLIS (WTHR) — Social media influencers and bloggers are speaking out against a popular hair care brand they say is the cause of issues like hair loss, scalp itchiness, dandruff and curl relaxation.

Last year, Florida hairstylist Stephanie Mero created a Facebook group to speak out against DevaCurl, NBC News reports. Mero said the group was created to support people who believe they've suffered hair issues due to DevaCurl products. She said she's a personal victim of the brand.

The group has more than 40,000 members. It recently grew tenfold, thanks in part to social media influencers like Ayesha Malik, who have been speaking out against the products.

Malik posted a YouTube video titled "Why I Stopped Using DevaCurl" Jan. 31, 2020. In the video, Malik details how she had been using DevaCurl products exclusively on her hair for years, but recently realized the damage they have caused.

"These products are really expensive, so when you pay the money, you're expecting high-quality and that's why I feel like I've been lied to," Malik said.

She said her hair no longer has the ringlet curls she learned to love and instead looks dry, frizzy and like her curls have been brushed out. She also showed examples of how much hair she loses when she washes it.

Malik's video had 1.6 million views as of Thursday morning.

One DevaCurl user told NBC News she had used the products for nearly 10 years, but only recently realized they could be the cause of her hair loss. She had visited multiple doctors, and none could definitively explain her hair loss, blaming everything from stress to a possible thyroid issue.

Now, an attorney has filed a complaint against the hair care company, saying it had knowledge of hair loss and irritation and didn't do anything about it. Some DevaCurl users are hoping to become a part of a class-action lawsuit. Another law firm, Christiansen Davis LLC is investigating the products.

"We believe these products, particularly the no poo products, may lead to hair loss and damage as well as other injuries to the hair and scalp."

The firm has a questionairre for people who believe they may have been affected by the products.

Consumers are also asking the FDA to launch an investigation into the company. A DevaCurl spokesperson told NBC News there would be additional testing with independent parties.

Some consumers think the company has changed formulas for products in recent years. A German company called Henkel bought DevaCurl in November, but any changes to the chemical makeup of products have not been announced.