In 1994, Lorraine Massey and Denis Da Silva started the American hair care brand DevaCurl in New York City. It grew out of the Devachan salon, which was known for its curl-focused treatments. It was the first company to make products that were specifically designed for curls, like the sulfate-free No-Poo® Zero-Lather Cleanser, which changed the way people clean, condition, and style wavy, curly, and coily hair. The brand makes products for curly hair, including cleansers, conditioners, stylers, and tools. These products are made without harsh sulfates, silicones, or parabens and are designed with dermatologists to keep hair hydrated and define curls. Today, DevaCurl still supports "curl confidence and flexibility" by combining salon experience with modern science to work with all kinds of curls.