Risktory: The Story Of Risk

For those unfamiliar with DevaCurl, DevaCurl is the Mack Daddy of the modern curly hair movement. It was and is, arguably, the first mainstream brand to successfully target the curly hair market with products that allowed both men and women to embrace, indeed, celebrate their natural waves, curls and coils. And then something happened. Loyal customers began to complain that DevaCurl was no longer helping their hair. Worse, they alleged, DevaCurl had damaged their hair. Dandruff. Itching. Hairloss. Even allegations of chemical burns.Almost overnight, DevaCurl has gone from being the darling of the natural hair care world to, for many, the enemy. And at least 10 class action lawsuits have been filed against the brand by allegedly impacted consumers. On this week’s episode, I explore the DevaCurl Scandal, and I delve into what I think of DevaCurl’s response, from a crisis management perspective. The Risktory Podcast is created, written, produced and hosted by Jacinthe A Galpin. Soundtrack (sourced fro