“I like her products because they are all natural,” says Michele Greenberg, a three-year client of Massey’s who now lives in Madison, Wis., but still won’t let anyone else touch her raven curls. It took a year for her to make it back to Manhattan for a haircut. But she didn’t mind waiting. “My hair has never been healthier.” (This trip, Greenberg’s timing was impeccable; she happened to be in town the day of the photo shoot and was selected as one of the models)

“Our products have been so well received and the demand of the dehydrated and curly clients is so great that we needed to take it to the next level and bring this information to them at a faster pace [through this ad campaign],” Harbinger says.

And it’s not just the products that clients rave about; Massey’s styling technique is also a key element of her success. Devachan assistant Analis Hobal (also a curly girl) showed me first-hand how it’s done: After cleansing my frizz-prone hair with No-Poo (a zero-lathering cleanser), she added One Condition and then rinsed it, leaving some in to hydrate the hair. Instead of towel drying, she leaned my head forward and scrunched my locks with paper towels, to blot the excess water. Analis then evenly sprayed on Set it Free (a new moisture-lock product launched in March to battle frizz), scrunched in AnGell (a conditioning gel), and strategically placed clips at the crown of my head to add lift.

Never picking up a comb or a brush (she says she doesn’t even own one!), she set me under the dryer and minutes later, voila! My wavy curls never had so much definition. No crunchy locks either, just lots of curl in a soft style.

“[Massey] has put an incredible philosophy to work,” says Reina Platt, a 13-year client of Massey’s and a film and television production coordinator in New York City, who became one of the models for a day.

“My hair is so healthy. I’ve learned how to take care of it for life. I feel lucky to have found her. I really don’t have bad hair days – but I used to.”

Jo Newman, an aspiring actress, used to battle bad hair days too — and she says it was affecting her career. But she’s now Massey’s client and even joined in as a model for the Curl-volution campaign. “My acting life got better when I figured out how to deal with my curls,” Newman says with a smile.