Henkel has just announced its acquisition of DevaCurl from Deva Parent Holdings, Inc.
Founded in 1994, DevaCurl is one of the leading brands in the textured hair care category and is well-known for their premium range of curly and wavy hair products.
DevaCurl is joining Henkel’s extensive professional beauty portfolio, which already includes Schwarzkopf Professional, Alterna Haircare, Joico, Sexy Hair, Kenra Professional and Pravana.
“This acquisition is part of our strategy to expand our position in attractive and fast-growing markets and categories,” says Hans Van Bylen, Henkel’s CEO. “It will complement and further strengthen our hair professional business.”