DevaCurl and SheaMoisture are two of the most talked-about curly hair brands - but for very different reasons. DevaCurl is the salon-origin brand that helped pioneer the Curly Girl Method, while SheaMoisture is the drugstore staple that became a community staple for naturals and curly girls everywhere. They sit at opposite ends of the price spectrum, carry very different reputations, and serve different curl types best. Here is an honest breakdown of both so you can decide which one belongs in your shower.
In This Guide
Brand Overview
| DevaCurl | SheaMoisture | |
|---|---|---|
| Founded | 1994 | 1912 (modern brand relaunched 1991) |
| Origin | Salon brand, NYC | Community brand, now owned by Unilever |
| Current Owner | Henkel (acquired 2020) | Unilever (acquired 2017) |
| Price Range | ~$20-44 | ~$8-14 |
| Best For | Type 2C-3C | Type 3A-4C |
| Controversy | 2020 lawsuit over hair loss claims, $5.2M settlement | None |
| Available At | Ulta, DevaCurl.com, some salons | Target, Walgreens, CVS, Amazon, everywhere |
DevaCurl: The Highlights
DevaCurl was one of the first brands built entirely around the idea that curly hair needs to be treated differently - not straightened, not tamed, but celebrated. It helped popularize the Curly Girl Method alongside Lorraine Massey's book, and for years it was the gold-standard recommendation in curl communities. Then came 2020.
A class-action lawsuit was filed alleging DevaCurl products caused hair loss, scalp irritation, and even permanent damage. The brand settled for $5.2 million in 2021 while denying wrongdoing. Shortly after, Henkel acquired the company and the formulas were reformulated. If you want the full breakdown of the safety concerns, read our post Is DevaCurl Safe to Use?
Where does that leave DevaCurl today? It still has a loyal fanbase who swear by the results, and the reformulated products have received mostly positive feedback. But trust takes time to rebuild, and for many people, the lawsuit was enough to make them look elsewhere permanently.
SuperCream Coconut Curl Styler (~$28)
DevaCurl SuperCream Coconut Curl Styler
DevaCurl's most popular styler. A coconut-infused cream that defines curls, controls frizz, and adds moisture without heaviness. Works well for type 2C-3C curls that need definition without crunch. Best applied to soaking wet hair using the "praying hands" technique.
Get It Here →One Condition Original Daily Cream Conditioner (~$20)
DevaCurl One Condition Original Daily Cream Conditioner
The classic DevaCurl conditioner that built its reputation. Lightweight enough to use as a co-wash, rinse-out conditioner, or even a leave-in. Slippery enough for good detangling, moisturizing enough to soften coarser curl textures. A staple in many routines for over a decade.
Get It Here →DevaCurl Strengths
- Pioneer of curl-specific formulations - products are built around how curls actually behave
- Salon-quality results with professional-grade ingredient lists
- Strong lineup for type 2C-3C curls that need definition without heavy moisture
- Reformulated products post-2020 have received positive reviews from returning users
DevaCurl Weaknesses
- The 2020 lawsuit created lasting trust issues that a reformulation cannot fully undo
- Expensive - most products run $20-44, which is 2-3x what SheaMoisture costs
- Less widely available - not at most drugstores or big-box stores
- Not ideal for type 4 hair - the product range skews toward looser curl patterns
SheaMoisture: The Highlights
SheaMoisture started as a Harlem street market brand in 1991, built on the West African tradition of using shea butter for skin and hair care. It grew into one of the most-trusted names in the natural hair community before being acquired by Unilever in 2017. The acquisition caused controversy at the time - many community members worried the brand would change - but the core formulas have remained largely intact.
The brand's biggest strength is its range. SheaMoisture has product lines for virtually every hair concern: the Coconut & Hibiscus range for curl definition, the Jamaican Black Castor Oil line for strengthening, the Raw Shea line for intense moisture, and more. Most of these products land between $8-14, making them some of the best-value curly hair products on the market.
If you want a full breakdown of the hero product, we have a dedicated SheaMoisture Curl Enhancing Smoothie review. We also compared SheaMoisture vs Cantu if you are choosing between drugstore options. And for a deeper look at how it stacks up within its own brand family, see our Mielle vs SheaMoisture comparison.
Coconut & Hibiscus Curl Enhancing Smoothie (~$12)
SheaMoisture Coconut & Hibiscus Curl Enhancing Smoothie
The product that put SheaMoisture on the map. A rich, whipped curl cream that defines, moisturizes, and fights frizz. Shea butter base plus coconut oil and silk protein. Best for type 3A-4C curls - the richness can be too heavy for waves. A full 12 oz jar for around $12 is genuinely one of the best values in curl care.
Get It Here →Jamaican Black Castor Oil Strengthen & Restore Shampoo (~$11)
SheaMoisture Jamaican Black Castor Oil Strengthen & Restore Shampoo
A strengthening shampoo that cleanses without stripping. Jamaican black castor oil and shea butter work together to reinforce weak or damaged strands. Sulfate-free and gentle enough for color-treated curls. If your hair is breaking or feels fragile, this is a solid place to start.
Get It Here →SheaMoisture Strengths
- No controversies - a clean track record with the curl community
- Excellent value - large sizes at drugstore prices
- Wide range of lines covering every curl concern and hair type
- Truly available everywhere - Target, Walgreens, CVS, Walmart, Amazon
- Natural and organic ingredient focus with shea butter as the hero
- Best results on type 3A-4C hair - the richness matches what denser curl patterns need
SheaMoisture Weaknesses
- Too heavy for 2A-2B wavy hair - can weigh waves down and cause buildup
- Fragrance-heavy formulas may bother sensitive scalps
- Inconsistent formula results across the many product lines - some work better than others
- Since the Unilever acquisition, some long-term users report subtle formula changes
Head-to-Head Comparison
| Category | DevaCurl | SheaMoisture | Winner |
|---|---|---|---|
| Price | ~$20-44 per product | ~$8-14 per product | SheaMoisture |
| Trust & Track Record | Lawsuit history, reformulated | No controversies | SheaMoisture |
| Best for 2C-3B Curls | Yes | Some products | DevaCurl |
| Best for 3C-4C Curls | Limited | Yes | SheaMoisture |
| Ingredient Quality | Good (salon-grade) | Good (natural/organic focus) | Tie |
| Availability | Ulta, DevaCurl.com | Everywhere | SheaMoisture |
| Product Range | Focused, curl-specific | Very wide, multiple lines | SheaMoisture |
| Value for Money | Poor-to-fair | Excellent | SheaMoisture |
| Curl Definition | Excellent (2C-3C range) | Excellent (3A-4C range) | Depends on curl type |
The Verdict
Choose SheaMoisture if: you want proven results without the price tag or the baggage. For most curl types - especially 3A through 4C - SheaMoisture delivers excellent moisture, definition, and frizz control for a fraction of what DevaCurl costs. No controversy, wide availability, and a track record the community actually trusts. For the majority of people reading this, SheaMoisture is the right choice.
Choose DevaCurl if: you have already used it before the reformulation, loved the results, and are comfortable with the brand's history. The reformulated products have received genuinely positive reviews and the brand still excels at defining type 2C-3C curls. If you are new to curly hair care, however, there is little reason to start here when SheaMoisture exists at half the price with a cleaner record.
The honest bottom line: DevaCurl pioneered curl care, and that matters. But SheaMoisture wins this comparison for most people on every practical metric - price, trust, availability, and range. If you are on a budget or just getting started, SheaMoisture is where to begin. Our beginner's curl routine guide is a good next read if you are building your routine from scratch.
Frequently Asked Questions
Is DevaCurl safe to use now?
DevaCurl reformulated after a 2020 class-action lawsuit alleging hair loss and scalp damage. The brand settled for $5.2 million while denying wrongdoing. The current formulas are different from those named in the lawsuit. If you have a sensitive scalp or are cautious about the brand's history, SheaMoisture is a safe, controversy-free alternative. Read our full breakdown in Is DevaCurl Safe to Use?
Is SheaMoisture good for all curl types?
SheaMoisture works best for type 3A-4C curls and coils. The rich, shea butter-based formulas provide deep moisture that tighter curl patterns need. For loose wavy hair (2A-2B), the heavy formulas can weigh waves down and cause buildup. Lighter SheaMoisture products like the Curl Enhancing Smoothie are more versatile for 2C-3B hair.
Why is DevaCurl so much more expensive than SheaMoisture?
DevaCurl is a salon-origin brand sold primarily through professional channels and specialty retailers. That distribution model, combined with smaller batch sizes and salon-grade ingredient costs, drives the price up to $20-44 per product. SheaMoisture is formulated for mass retail at drugstores and big-box stores, which keeps prices at $8-14. For most curl types, SheaMoisture delivers comparable results at a fraction of the cost.
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