I once wrote about how triggering beauty marketing terms like "tame," "control frizz," and "fight flyaways" are blatantly insensitive and discriminatory toward those with naturally curly hair. I, along with every other human blessed with naturally curly hair, should not be taught to convert our curls because beauty brands say so. This is why it's so incredibly refreshing to see hair brands like DevaCurl always working to shift the narrative.
The brand is constantly launching new products based on customer needs and requests, such as DevaFresh ($24), a scalp and curl revitalizer infused with kombucha and prickly pear, and the cult-favorite Wash Day Wonder ($28), a hardworking detangler. Along with the initial launch of Wash Day Wonder came an inspiring campaign sharing the stories of women who have learned to own their curls overtime, and DevaCurl fans still can't stop thinking about it.В
Here are a few lines from the campaign that struck a deep chord:
вЂњThere's so many standards of beauty on how women of color are supposed to look.вЂќ
вЂњMy mom has blue eyes and blonde hair growing up. As a little girl, I so desperately wanted to have my mother's hair.вЂќ
вЂњI really didn't ever know what my actual hair texture was.вЂќ
вЂњEmbracing my natural hair has really allowed me to own my identity and own my self-confidence.вЂќ
вЂњMy curls that come from my body are not a disadvantage. It's my natural beauty.вЂќ
Thanks to forward-thinking brands like DevaCurl that prioritize inclusivity and diversity when it comes to celebrating all hair textures, the industry has come a long way. Progress has been made, but we cannot stop here. Let's continue to change the curl conversation and empower everyone to own their curls.
Check out the video below for more of DevaCurl's message!