SETTLEMENT UPDATE: Company Behind DevaCurl Agrees To Pay $5.2 Million As Settlement; Users May Receive Up To $19,000 Settlement Checks
The hair company Deva Concepts that makes DevaCurl products, has promised to pay $5.2 million as part of the class action settlement agreement between them and customers who have complained about DevaCurl products causing scalp irritation and hair loss to their users.
One of the Cases
Deva Concepts LLC faced a class action lawsuit that alleged DevaCurl products caused hair loss.
The company received widespread attention in 2002 when it developed a formula for a product named DevaCurl No-Poo Original.
As per the DevaCurl website, “No-Poo” signifies that the product does not lather because it is free of sodium lauryl sulfate.
DevaCurl developed a botanically-infused cleaner with a precise pH level that cleanses the scalp without damaging follicles. According to the DevaCurl FAQ, the result was the world’s first conditioning cleanser, or ‘No-Poo Original.’
Plaintiff Sara Himmiche of Montreal claimed that after purchasing and using DevaCurl products, she had scalp discomfort and hair loss. She asserted that the defendant made false or misleading representations concerning the products and failed to disclose their defects.
Sara seeks damages for:
- Heightened risk of hair loss
- Scalp irritation
- Anxiety and mental distress
- Unjust enrichment and restitution, and
- Punitive damages
Additionally, she requested reimbursement of the sum she spent on the products.
Sara declared that she was not the only one. Thousands of consumers have also reported having experienced hair loss while using or shortly after using DevaCurl products.
DevaCurl Agrees To Settlement Terms
According to online reports released to the public, Deva Concepts has agreed to accept the settlement terms and conditions to end the legal proceedings that come with the slew of class action lawsuits filed against them.
The DevaCurl Hair Loss And Scalp Irritation Class Action Lawsuit accused Deva Concepts of misrepresenting its hair care products. Complainants have argued that they chose to buy DevaCurl hair products due to how they are marketed by the company.
Deva Concepts reportedly made marketing claims that their DevaCurl hair products contained less harmful chemicals compared to others available in the market. This was the consumers’ primary consideration when they went with DevaCurl products.
However, users soon reported scalp irritation and hair loss incidents after they reportedly used DevaCurl on their hair. Deva Concepts was accused of hiding to their customers the harsh chemicals that are actually contained in their hair care products.
It is reported that Deva Concepts faced serious negative online publicity due to the allegations. There was even a call for a product recall that trended online that urged the public to continue asking for the removal of Deva Curl from the market due to their purported dangers.
DevaCurl Hair Loss And Scalp Irritation Settlement
Those who bought and used any of the goods on the list of covered products in the US between February 8, 2008, and August 29, 2021, are included in the Class. Besides paying the specified amount to serve as settlement, Deva Concepts also agreed to change their product labels to properly inform their customers of their offerings’ features.
DevaCurl denies all charges but has consented to the settlement.
After attorney’s fees and other settlement expenses are deducted from the $5.2M settlement fund, Class Members will be compensated according to the tier to which their claim falls.
Anyone who purchased, used, or had DevaCurl used on them during the Class Period may lodge a Tier 1 claim to receive up to $20 one-time cash payment as compensation for minor personal damage or alleged false statements concerning the product.
Payments will be reduced correspondingly if the Tier 1 claims exceed $750,000.
Those who bought one of the goods and had injuries as a result, along with the documents to prove it, can be compensated up to $19,000 each claimant for injuries as well as up to $1,000 for proved expenses.
Tier 2 claims and compensation can be subjected to lien subrogation payments.
In addition, Tier 2 claims include supporting documentation such as before and after images, medical records, statements (written or video recorded), test results, dated medical expenses, and dated receipts for out-of-pocket payments.
Additional information on appropriate documentation can be found on the settlement website’s FAQ page.
- The settlement’s final approval hearing is scheduled for December 28, 2021.
- October 22, 2021, is the deadline for opting out of or objecting to the settlement.
- By November 21, 2021, claims must be made online or postmarked.
Deva Products Covered In The Settlement
The Curl Maker
Deep Sea Repair
DevaCare One Condition
DevaCare Arc AnGEL
DevaCare Detangling Spray
Flexible Hold Hair Spray
Frizz Free Volumizing Foam
Heaven in Hair
Light Defining Gel
Low Poo Delight
Low Poo Original
Melt into Moisture
No Comb Detangling Spray
No Poo Original
No Poo Blue
No Poo Decadence
No-Poo Quick Cleanser Spray
One Condition Decadence
One Condition Delight
One Condition Original
Set it Free
Set Up and Above
Ultra Defining Gel
Wash Day Wonder
About Deva Concepts
Deva Concepts LLC, simply referred to as Deva Concepts in this article, is a New York-based company that offers hair care products. The company is mostly known for its DevaCurl hair product offerings that many of its users argue cause scalp irritation and eventually hair loss.
Editor’s Note on DevaCurl Settlement 2021 For $5.2 Million:
This settlement features the latest developments concerning DevaCurl’s hair products that allegedly irritated the scalp of consumers and caused hair loss.
Case Name(s) & No.(s): In Re: Deva Concepts Products Liability Litigation; Case No.: 1:20-cv-01234
Jurisdiction: United States District Court for the Southern District of New York
Products/Services Involved: DevaCurl hair care products
Allegation(s): DevaCurl haircare products allegedly irritates the scalp of consumers and caused hair and was falsely advertised
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