Major congrats are in order for influencer and haircare entrepreneur Dani Austin! Her scalp and haircare brand, Divi, recently announced a major expansion into Ulta Beauty stores nationwide.
As of last week, Divi’s impressive lineup of clean hair and scalp products are now available at over 1,200 stores. From the brand’s beloved Hair Vitamins to its cult-favorite Scalp Serum (which sold out in just two hours after launching!), Ulta shoppers can finally snag all their Divi haircare favorites while still racking up those Ultamate Reward points. Oh and if you’re new to the brand, you’ll be happy to know that all of Divi’s offerings are certified under all five pillars of Conscious Beauty at Ulta.
Divi’s recent partnership with Ulta marks a significant milestone for the brand that not only reflects its exceptional growth trajectory but also highlights its commitment to delivering effective and consciously made haircare solutions to a wider audience.
“At Divi, our journey is rooted in authenticity and empathy. We recognize that hair health extends beyond aesthetics—it’s a fundamental element of self-confidence and well-being,” says Austin. “Our expansion into additional Ulta Beauty stores nationwide enables us to touch more lives and empower individuals to embrace a comprehensive approach to hair wellness. We are so grateful to have Ulta Beauty as integral partners supporting us on our mission to bring Divi’s innovative solutions to even more people.”
Inspired by her own experiences with hair loss, Austin first launched Divi in 2021 with her fan-favorite Scalp Serum, a lightweight serum designed to nourish the scalp and encourage hair growth. It became an instant bestseller and even went on to generate $40 million in revenue for the brand in its first year. Since then, Divi’s product lineup has expanded to include three other products: a Shampoo, Conditioner, and Hair Vitamins.
Divi first launched through Sparked at Ulta Beauty, which is the retailer’s curated assortment of emerging brands and rising beauty stars, in 2022. After experiencing great success with Ulta shoppers, just a year later, the brand has now been able to expand its presence in Ulta stores, tripling its footprint.
“Expanding our partnership with Ulta Beauty is a natural evolution for Divi,” says Caroline Scharton, Divi’s VP of Retail. “Their commitment to delivering exceptional beauty experiences aligns seamlessly with our brand ethos. We’re excited to collaborate with Ulta Beauty’s outstanding team members and showcase Divi’s hair care solutions to an even broader audience.”
If you’re ready to shop Divi’s collection of scalp and haircare products at Ulta, be sure to visit the Ulta website here. And for more exciting announcements from the brand, make sure to follow @diviofficial on Instagram and @official.divi on TikTok.
