If you’re with someone who thinks using “hell” as slang is cursing, then it is. There’s no agreed-upon rule for what is and isn’t cursing. I would assume it is in places like churches and other places of worship, daycares, schools, etc. But only when you use it as slang – if you’re using it as the place, opposite of heaven, then no.
The people at Heluva Good haven’t had any complaints. ;)
Personally, I think the phrase has taken on a separate meaning, and I don’t consider the use of it to be a curse. That said, I still wouldn’t say it in front of children or in a business setting.
I said ‘damn’ in front of some other parents at my daughter’s school, and they gave me the fish-eye.
Same day I’m in a crowded supermarket and overhear a twenty-something girl talking to her friend. Loud enough so everyone can hear, it was ‘fucking’, ‘dumb bitch’, ‘douchebag’. Everyone just blithely shopped on.