Consumer goods company, Henkel, has signed an agreement to acquire DevaCurl, a professional hair care brand.
Founded in 1944, DevaCurl, offers premium hair care and styling products for all types of curly and wavy hair with a comprehensive portfolio of vegan and “free from” formulas. Shampoos and conditioners are offered alongside styling products, accessories, and treatments.
DevaCurl's ‘Premium Professional’ products are distributed in the US in leading salons. They are also available at selective retailers like Ulta and Sephora as well as through direct-to-consumer and eCommerce platforms.
“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.
In 2019, the business is expected to generate sales of around $US100 million US dollars, mainly in the US market. The company employs around 200 people.