DevaCurl has appointed Robert Schaeffler as its new chief executive officer, effective Dec. 1.
Schaeffler comes to the hair-care brand from Henkel Professional North America, where he worked on brands such as Sexy Hair, Kenra Professional and helped launch hairstylist Guy Tang’s hair-color line.
“The thing with DevaCurl is there are few brands in the industry that are focused on one key target group,” Schaeffler said. “DevaCurl is amazing at doing one thing, and that’s the curly hair community. They’ve created a loyal following and you can’t replicate that in a new environment, which makes the brand special.”
An assortment of DevaCurl products.
Schaeffler replaces Colin Walsh, who left the company in September to take on the role of ceo at Ouai Haircare. In his new role, Schaeffler has three main goals for the brand: continue global expansion, spotlight the brand’s professional heritage and expand digital efforts.
“[DevaCurl] has an inclusive and emotional message that reaches across age, race and culture,” he continued. “It’s so broad that every man or woman with curly hair can relate. It hits a powerful and emotional message that you can embrace natural hair. Before it was the opposite with getting rid of natural waves. The powerful message of the