With their Mist of Wonders spray, DevaCurl is cutting down on product usage
DevaCurl is continuing to innovate the way consumers care for their curly tresses. Fresh off the heels of its latest launch — the Mist of Wonders Leave-In Multi-Benefit Curl Spray — Drug Store News spoke to Alexis Ansley-Benjamin, director of communications at DevaCurl, about the new product’s origins.
Drug Store News: What was the inspiration behind the Mist of Wonders Leave-In Multi-Benefit Curl Spray?
Alexis Ansley-Benjamin: Our new Mist Of Wonders Leave-In is such an exciting launch for us because it was inspired directly by the curl community, 70% of which use a Leave-In in their hair care routines. Mist of Wonders has 12 instant curl-specific benefits that help to cut down on the number of products people with curly hair will need when prepping, styling or protecting their strands.
DSN: How long was this new product in development?
AAB: Mist of Wonders has been in development for over two years! As with any product we produce at DevaCurl, we take a generous amount of time to ensure we are developing top-notch innovations that the curly consumers truly need. Once developed, all of our products are rigorously tested for efficacy and safety to meet our Dermatologist Co-Developed and Stylist-Approved standards.
[Read more: DevaCurl unveils refreshed product line]
DSN: How important was it to create a product that caters to hair care needs of those with all curl types but also sustainable?
AAB: We know our curly consumers care about sustainable product options just as much as we do! Our motto at DevaCurl is ‘Live Your Curls,’ which encompasses our commitment to ensuring all coils, curls, and waves can find a home in our product family. That also means that we are always looking for ways for consumers to live their curls sustainably by way of refillable product options. Mist of Wonders Leave-In offers product refill pouches that allow consumers to lower their overall plastic waste.
DSN: Does the brand have future plans to expand its sustainability efforts with new or existing products?
AAB: Sustainability is a top consideration for DevaCurl as we continue to bring best-in-class, professional curl-care products to the curl community. Our new Mist of Wonders Leave-In refill pouches are an example of our commitment to sustainability, and we look forward to sharing more with future innovations.