Robert Schaeffler Joins DevaCurl as CEO

 DevaCurl, an industry leader in curly hair for nearly 25 years, today announced the appointment of Robert Schaeffler as CEO. DevaCurl is a portfolio company of the Private Equity Group of Ares Management, L.P.
In his new role, Schaeffler will focus on accelerating DevaCurl’s growth and continuing to build awareness among consumers and stylists.

“I am thrilled to join the team at DevaCurl. As a brand that has been able to achieve and maintain a high level of authenticity by attracting a broad, multi-cultural, and digitally-savvy curly community – we have a hugely exciting opportunity to build on that momentum,” said Schaeffler when asked about his appointment as CEO. “Now is the time to excite, inspire and build the business into the global leader of curly hair.”

“Robert is a beauty industry veteran with a proven track record for delivering growth. He comes to DevaCurl with extensive haircare  experience and possesses an energy and passion for our category and consumer base and we are thrilled to have him on board,” said Dennis Gies, Partner and Co-Head of Consumer Retail in the Private Equity Group at Ares Management.

Born in Germany with advanced degrees from Asian and North American markets, Schaeffler brings a diverse background with a keen understanding of the global haircare market. Most recently, Schaeffler served as General Manager of Henkel Professional North America, managing a mix of fast-growing brands including Sexy Hair and Kenra Professional while simultaneously launching Guy Tang’s #mydentity hair color line within the Henkel Professional portfolio. The #mydentity collaboration was an organic, social media-fueled partnership that successfully engaged stylists around the globe and has since rolled out to over fifty countries in under two years.

About DevaCurl

DevaCurl is a leading professional and prestige hair care brand dedicated to curly hair.
The company is committed to satisfying all their curly client needs and developing
innovative products and services including the DevaCurl curl care collection, Deva Cut
and Pintura highlighting technique to support a curly lifestyle. The DevaCurl collection
of curl care products originated with thousands of enthusiastic curly clients at the
Devachan Salons in New York City, and today, serves its customers and stylists through
professional salon distributors, prestige retail partners and online at The
innovative curl care collection of sulfate, silicone and paraben-free conditioning
cleansers, styling and finishing products address curly hair’s specific needs using healthy
oils and botanical extracts that cleanse, hydrate, define natural texture, and lock-in
moisture. Learn more at

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