California Lawsuit Alleges DevaCurl Misrepresented Sale Prices

DevaCurl is facing a new class action lawsuit in California, with accusations that the brand misled shoppers through fake discounts and inflated reference prices.

Silvia Garcia has filed a class action lawsuit against Henkel Corp., doing business as DevaCurl.com, in California state court. Garcia alleges that Henkel advertised fictitious regular prices and phantom markdowns on its website, creating the illusion of significant savings.

“The result is a sham price disparity that is per se illegal under California law,”
— DevaCurl class action.

Garcia seeks to represent all California consumers who bought DevaCurl products at a supposed discount within the statute of limitations.

Claims of Deceptive Pricing

The lawsuit claims Henkel intentionally created inflated reference prices, making the actual selling price appear as a discounted deal—even though the higher price was never real.

“The reference price is, therefore, an artificially inflated price. In turn, the advertised discounts are nothing more than phantom markdowns,”
— DevaCurl class action.

Garcia alleges Henkel knowingly used this “deceptive pricing scheme” to increase sales and profits by misleading customers.

Legal Action and Previous Controversies

The lawsuit accuses Henkel of violating California’s False Advertising Law and Consumers Legal Remedies Act. Garcia is seeking a jury trial, injunctive relief, and statutory damages for herself and all class members.

DevaCurl previously settled lawsuits in 2021 over claims that its products caused hair loss and scalp irritation, offering rebates and awards to affected customers (details).

What’s Next?

The case could impact how brands advertise online discounts in California, where consumer protection laws are strict. California buyers of DevaCurl products may want to follow the case for updates.