Consumers of hair brand DevaCurl file class-action suit

Women claim the brand’s hair products have damaged their hair and even made it fall out.
3:16 | 02/14/20

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Transcript for Consumers of hair brand DevaCurl file class-action suit
All right, guy, we turn to our "Gma" cover story. The brand devacurl is under fire and some claim it has damaged their hair and caused balding. Now some users are suing. Janai, you have more. So this one has a lot of people, a lot of beauty influencers and curl enthusiasts talking online much the products meant to help their hair was actually damaging it and in some cases making their hair fall out. It's the brand that championed the natural curly hair movement. Curls. Reporter: Devacurl opening salons and certifying hundreds of stylists all around the country with their first of its kind line of products made specifically for curly hair types and textures but this morning, the popular hair care brand is facing major backlash. A group of consumers filing a proposed class action lawsuit in New York Wednesday against the manufacturer deva concepts claiming regular use of the products causes scalp irritation, excessive shedding, hair loss, thinning, breakage and/or balding. This suit follows two others filed earlier this week making similar allegations. One of the plaintiffs, Christina Napolitano says she's a long time devacurl user. I was on it in 2015 and by 2018 I started noticing a big change. I almost felt as if I had sores on my scalp. I would, you know, say I feel like my scalp is on fire. Reporter: The lawsuit alleges devacurl is knowledgeable of adverse effects of their products referencing the hundreds of complaints posted on social media. Customers and influencers posting pictures and videos to spread the word about the hair loss and scalp irritation. Thanks to online social media, consumers have been able to gather together and voice their concerns. Almost like an army, the whole community has gathered together to voice their complaints. Reporter: According to the lawsuit devacurl has received multiple fda complaints beginning in February 2018. The fda telling ABC news there have been 121 adverse event or product complaint reports where the product was listed as suspect. Devacurl telling ABC news we are aware that a lawsuit has been filed. We stand behind the quality and safe use of our devacurl products. But according to former devacurl fan, the adverse effects on their hair have been devastating. I couldn't even look into the mirror. This is one of my sources of income and I -- I thought I was a fraud. Reporter: Devacurl addressing customer concerns on their site writing, all our products have gone through rigorous testing that as confirmed they are safe and adhere to both quality assurance and regulatory standards. Because many factors determine curl and scalp health, the situation is complex. And we ask for your patience as we work together to provide more and the and address your concerns. And there's a Facebook group devoted to air Hage and loss that organizers attribute to devacurl. More than 40,000 members sharing those pictures. Videos and their concerns so definitely concerning for anyone who is watching. No question about that. Thank you, janai.

This transcript has been automatically generated and may not be 100% accurate.

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