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In 2007, DevaCurl established an academy to teach curly hair care stylists the signature Deva cut used in all of its salons. In 2013, the DevaCurl brand was purchased by Tengram Capital Partners. In May 2017, the DevaCurl brand was purchased by Ares Management for an undisclosed amount, before being resold to Henkel .
The method is also used by men; the name "curly girl" reflects the relative importance of hair care to women and girls due to societal expectations. [11] The method can also be used on kinky, coily, and wavy hair, which are often treated as curly hair types or "curl patterns" on hair care websites and in hair typing systems.
A permanent wave, commonly called a perm or permanent (sometimes called a "curly perm" to distinguish it from a "straight perm"), [1] is a hairstyle consisting of waves or curls set into the hair. The curls may last a number of months, hence the name. Perms may be applied using thermal or chemical means.
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Its founder and president, Lisa Price, established the brand in May 1993 in Brooklyn, New York City. The brand was named after Lisa Price's mother, Carol. The beauty brand offers a range of hair, body, and skincare products. [2] In October 2014, the brand was acquired by L'Oréal USA. [1] [2]