Over the last few weeks, Deva Curl customers have been coming out and addressing their concerns with Deva Curl ’s product. Claims of hair and scalp loss, damage and even psoriasis have come to the surface. Here is what we know.Ayesha Mailk's viral YouTube video on why she stopped using DevaCurl inspired thousands of other ... [+] women to come forward with their story of how DevaCurl ruined their hair. Ayesha Malik via YouTube addressing their concerns with DevaCurl’s product. Claims of hair loss, damage to the curl type/texture, scalp damage and even triggering of psoriasis have been made. DevaCurl started in New York City in 1994 as a salon specializing in curly hair. The salon became so popular that they launched a product line that claims to be free of harsh ingredients and specifically designed for curly hair. Curly girls all over the world have sworn by their products, but unfortunately many of these curly girls woke up in a what many of them claim to be a “nightmare.” Ayesha Malik is a curly hair influencer who has been longtime DevaCurl user and even partnered with the brand on multiple occasions. Her YouTube and Instagram were filled with DevaCurl tips, tricks and how to’s. Women of all ethnicities with curly hair flocked to Malik for her expertise on keeping up with curly hair. That quickly changed for Malik and about two weeks ago Malik took to her YouTube channel to share why she stopped using Deva Curl . That video went viral over night garnering 1.7 million views. When I reached out to Malik for an exclusive statement on how she explained how she discovered the products and how she began a relationship with DevaCurl. “One day in 2017, I posted a selfie and it went viral. Thousands of women were accusing me of wearing a wig or that I used a curling iron. I hated having my integrity questioned like that so I made a YouTube video to prove my innocence. I show my hair from wet to dry, styling it with DevaCurl products,” said Malik. “Their PR team fell in love with me. They added me to their list of influencers - even though I didn’t have any followers at the time. A few months later, they flew me out to NYC for an influencer event. I was a fish out of water. I never felt so out of place in my life.” Malik had always promoted the products, but only got paid to do it twice along with one meet and greet. “But even if they didn’t pay me or had any association at me, I still would have been talking about the products because it was all I used from my college days. I assumed I was going to use them for the rest of my life,” shared Malik. In July 2018 Malik saw the fist signs of damage and by January 2019 she didn’t even recognize her hair whens he photos of herself from behind. Thinking that the problem was not attributed to DevaCurl- she added more DevaCurl to her routine. Malik officially stopped using the products in August 2019. Most influencers who have worked with a brand and no longer care to use their products or services stay quite and move on. However, Malik took to her platforms to share her story regardless of what the consequences may be. She explains why she did so, “The majority of my audience is international. I saw that DevaCurl was expanding into the European markets. That terrified me. At the time, our Facebook group had 4K+ members. That number was going to exponentially grow if I didn’t say anything. I couldn’t let that happen.” Malik only heard from Deva Curl after the video went viral. “I’ve only had negative feedback from DevaCurl employees and DevaStylists. Which is a very small number compared to the love and support that I have received nationwide,” said Malik. “Deva Curl asked if I wanted to get on a phone call with them. The damage has been done. There is nothing they can do to fix this. Unless they have some magic potion that will magically heal my scalp, instantly regrow ten years worth of length, stopped my headaches, get the ringing out of my ears, and give me back my original hair color - then I’m not talking to them.” Malik advises other influencers to be transparent with their following on why they stopped using DevaCurl and to immediately That video sparked thousands of other women to come forward with their “DevaDamage” story. There are now several Facebook support groups that have been formed to support those women who are trying to recover their curls back after using DevaCurl. One of the groups titled Read more: ForbesWomen
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