Divi

What Divi does

Divi (legal entity Divi Official Inc.) is a Dallas-based scalp and hair health brand founded in 2021 by entrepreneur Dani Austin. The company develops clinically tested, clean-beauty hair care formulations built by an in-house team of female scientists, anchored by proprietary technologies including a Copper Tripeptide-1 Complex in its flagship Scalp Serum, Slow-Release Beadlet Technology in its Hair Growth Vitamins, a scalp microbiome–balancing system using sarcosine and prebiotic algae extracts, and a plant-based starch absorption system in its talc- and aerosol-propellant-free Dry Shampoo. Its portfolio spans the full Growth Care™ routine—cleansers, serums, treatment masks, leave-in and styling products, color root touch-up, ingestible supplements, bundles, travel sizes, and branded apparel—targeting women experiencing hair thinning, shedding, hormonal or postpartum hair loss, and scalp concerns (dryness, oiliness, buildup, hard-water damage).

Divi operates a direct-to-consumer e-commerce model through diviofficial.com, supported by Subscribe & Save recurring subscriptions (10% discount, monthly to 6-month cadences), a $10 customer referral program, and the Club Divi loyalty program. Distribution has expanded to Ulta Beauty and Ulta Beauty at Target shop-in-shops, Amazon, and direct international shipping to more than 40 countries across North America, Europe, Asia Pacific, and the Middle East. The Divi Specialist Program extends the brand into salons through partnered hair stylists. The company is venture-backed, having secured a minority investment from Norwest in November 2024 (specific terms undisclosed) to fund international expansion and domestic scaling; Norwest General Partner Sonya Brown joined the Board of Directors. Reported first-year revenue was approximately $40 million in 2021 following the Scalp Serum launch, and the company has publicly targeted a $100 million hair-care business.

Name

Divi

Legal name

Divi Official Inc.

Website

https://diviofficial.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Divi is a Dallas-based scalp and hair health brand founded by Dani Austin in 2021, selling clinically tested, clean-beauty hair care products—anchored by its Scalp Serum and Hair Growth Vitamins—directly to women via e-commerce, Ulta Beauty, Amazon, and international shipping to 40+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: One-time purchases through diviofficial.com and major retailers including Ulta Beauty, Ulta Beauty at Target, and Amazon
2. Subscription (Subscribe & Save): Recurring subscription model offering 10% discount on regular delivery schedules (monthly, 2-month, 3-month, 6-month options) with free shipping and ability to pause/skip/cancel
3. Referral Program: Customer referral program offering $10 credit for both referrer and referee on successful referrals

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Divi is a hair care brand selling scalp and hair-health products, anchored by a flagship Scalp Serum and complemented by Hair Growth Vitamins, Dry Shampoo, Scalp Reset Shampoo, Volumizing/Hydrating Shampoo & Conditioner, and a Whipped Repair Treatment. Founded by Dani Austin in 2021 and headquartered in Dallas, Texas, the company sells to individual consumers through its own DTC website and through retail partners Ulta Beauty, Ulta Beauty at Target, and Amazon.

Product overview

Divi is a scalp and hair health brand founded by Dani Austin, offering a comprehensive portfolio of hair care products organized under its Growth Care™ system. The product line centers on two core offerings: the award-winning Scalp Serum (available in 30ml and 100ml sizes) and the newer Hair Growth Vitamins supplement launched in January 2026. These are complemented by a full range of supporting products including cleansers (Dry Shampoo, Scalp Reset Shampoo, Volumizing Shampoo & Conditioner, Hydrating Shampoo & Conditioner), treatments (Whipped Repair Treatment Mask, 3-in-1 Leave-In Conditioner, Air Dry Cream, Strand Plumping Styling Cream), and color cosmetics (Root Touch Up in five shades). Divi packages products into curated bundles such as the Daily Growth Care™ System, Best Sellers Bundle, Get Started Kit, and various lifestyle-specific bundles (Volumizing Essentials, Hydrating Essentials, Frizz-Fighting Trio, Volume Rescue Trio, Hydration Heroes, Root Reset Duo, Wash Day Essentials, Weekly Reset Duo). Travel-sized variants and discovery sets serve on-the-go consumers, while the Merch Shop offers branded apparel and accessories including crewnecks and a Kitsch collaboration.

Differentiator

Problem solved

Functional benefit

Brands

• Growth Care™: A complete hair wellness system offering both internal and external hair wellness solutions, including the Daily Growth Care System.
• Club Divi

Products and services

• Scalp Serum Divi's flagship product, a topical scalp serum positioned for consumers experiencing hair thinning or seeking scalp-health support. Sold via diviofficial.com, Ulta Beauty, Ulta Beauty at Target, and Amazon.
• Hair Growth Vitamins Nutritional supplement formulated to support hair growth from within, targeting consumers with thinning or weakened hair. Sold across Divi's DTC site and major retail partners.
• Dry Shampoo A dry shampoo for refreshing hair between washes without stripping, intended for daily-use consumers within Divi's scalp-care regimen.
• Scalp Reset Shampoo A clarifying shampoo designed to reset and detoxify the scalp, complementing Divi's scalp serum regimen for consumers with buildup or scalp irritation.
• Volumizing/Hydrating Shampoo & Conditioner A paired shampoo and conditioner offering volumizing and hydrating benefits for consumers with fine, thinning, or dry hair, sold across Divi's retail and DTC channels.
• Whipped Repair Treatment A whipped-format hair repair treatment for damaged or weakened strands, intended as a restorative complement within Divi's hair-health system.

Quantifiable outcome

• 90% of users noticed improvement in hair fullness after 12 weeks of daily Scalp Serum use
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Brittany MahomesflagshipGTM or Marketing Partner · 1 September 2025High-profile brand partnership with Brittany Mahomes (wife of NFL quarterback Patrick Mahomes) for scalp health awareness and hair care promotion during 2025 NFL season, leveraging her social media presence and sports/entertainment audience.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 18 July 2024Major retail partnership for in-store distribution of Divi products at Ulta Beauty locations nationwide, expanding brand accessibility beyond direct-to-consumer channels.
• Ulta Beauty at TargetcoreChannel Partner/ Reseller/ Distributor · 18 July 2024Strategic retail partnership placing Divi products in Target stores with Ulta Beauty shop-in-shop locations for enhanced visibility and consumer access.
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace distribution partnership for Divi products available through Amazon's e-commerce platform, complementing direct-to-consumer and retail channels.
• O'MelvenyminorImplementation/ SI/ Consulting PartnerLegal advisory firm serving as legal advisor to Divi on the Norwest investment transaction, with deal led by partners Chrissy Metcalf, Kristin Cope, Wenting Yu, and Will Becker.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kérastase: Premium professional hair care brand owned by L'Oréal, distributed through salons and luxury retail. Indirect competitor for clinical/scalp care positioning at the higher end of the price spectrum, with vastly larger R&D and global distribution.
• Moroccanoil: Premium hair care brand built on signature argan-oil treatments and full-range styling/maintenance products. Comparable as a prestige multi-category hair care brand stocked in salons and major beauty retailers like Ulta, competing for similar prestige positioning.
• The Ordinary: Deciem-owned science-led, ingredient-focused beauty brand with broad product portfolio including scalp and hair care. Comparable as a clinical, ingredient-driven brand operating in DTC and prestige retail, though much broader in scope than Divi.

Direct peers

• Olaplex: Science-backed hair care brand built around proprietary bond-building chemistry with broad salon, retail and DTC distribution. Closely comparable as a science-led, clinically validated brand operating across the same hair health category with overlapping product formats (serums, shampoos, treatments).
• Prose: Custom-formulated, clean-ingredient hair care brand with a personalized hair consultation quiz sold DTC and increasingly in salons. Direct overlap with Divi's personalization and clean-formulation messaging and similar consumer acquisition lever (the Hair Quiz).
• Function of Beauty: Personalized DTC hair care brand offering custom-formulated shampoo, conditioner and treatments sold direct online. Comparable as a venture-backed DTC-first hair care brand targeting women via digital marketing, subscription, and quiz-driven merchandising.
• Vegamour: Venture-backed DTC hair care brand focused on plant-based, science-led formulas targeting hair thinning and scalp health. Directly comparable positioning to Divi's Growth Care system, sharing the same consumer persona (women with thinning/concerned about hair density) and similar premium DTC + retail distribution model.
• Nutrafol: Hair growth supplement brand with clinical positioning targeting thinning, postpartum, and age-related hair concerns. Direct overlap with Divi's newly launched Hair Growth Vitamins in the ingestibles + hair-growth claim category, and shared demographic of women with thinning/concerns.
• Living Proof: Science-driven hair care brand (owned by Unilever) built on proprietary ingredient technology for styling, volume, and scalp benefits. Comparable as a clinically positioned, technology-forward hair care competitor operating across both DTC and salon-retail channels.

Emerging players

• Hims & Hers Health: Direct-to-consumer health and wellness platform that has expanded into hair-growth supplements and consultations. Comparable as a digitally native brand selling ingestibles + topicals for hair thinning with similar consumer acquisition model, but broader offering beyond just hair.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/diviofficial
• YouTubeyoutube.com/@diviofficial
• Facebookfacebook.com/diviofficialllc
• LinkedInlinkedin.com/company/divi-official
• Instagraminstagram.com/diviofficial
• TikToktiktok.com/@diviofficial

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Divi