DevaCurl Launches $1M Effort To Support Stylists & Healthcare Workers


DevaCurl has joined the growing list of beauty brands stepping up to help communities in need of help in the wake of the coronavirus epidemic. The brand has launched a #ConnectedByCurls campaign to give up to $1M in support of its stylists, nonprofits and healthcare workers.

[SEE ALSO: SheaMoisture Is Giving $1M To Support Small Businesses Impacted By Coronavirus]

While not giving out cash handouts, the campaign kicked off earlier this week with a series of initiatives to provide education and tools to support its stylists and free meals for NYC hospitals along with free haircuts once outside opens back up.

#ConnectedByPros: Stylist Content Creation Program

DevaCurl stylists who have completed any product or educational training with the brand can access a free webinar on how to create engaging social media content. Stylists will also have the opportunity to be compensated following their completion of the training. Use your DevaCurl Pro account to log in and get started. Salon Voucher Program

This online tool makes it easy for stylists to create digital vouchers and promote them to clients who can use the vouchers when their salons reopen. Visit to get started.

DevaDelivers: Hospital Delivery Program

DevaCurl will be sending catered meals to three hospitals located in NYC zip codes that have been hit the hardest with COVID-19 related cases. “By fueling our healthcare workers on the front lines, we’re also able to support local restaurants/small businesses impacted by the pandemic,” the brand said in a statement.

DevaCares: Employee Donation-Matching Program

DevaCurl has committed to an employee match program to support three nonprofit organizations: Professional Beauty Association COVID-19 Relief Fund, Feeding America, and Direct Relief. For each employee donation, they will match the contribution 2-to-1.

5,000 Free Haircuts For Healthcare Workers

Once salons reopen, DevaCurl has announced it will donate free 5,000 DevaCut and DevaTransformation services to local NYC healthcare workers. There will be a dedicated concierge service to book their appointments, allowing for priority access to salon services.

About The Author

Stephenetta (isis) Harmon

Stephenetta (isis) Harmon is founder/Black beauty directory for Sadiaa Black Beauty guide, the premier directory Black-owned beauty brands, and former digital media director for Hype Hair.