Hair care brand Divi triples U.S. retail footprint with new Ulta Beauty deal

U.S. hair care brand Divi announced a new deal to expand its retail footprint in the U.S. by three-fold, which will see the brand available at Ulta Beauty stores nationwide.

After launching through Sparked, the beauty retailer’s curated assortment of emerging brands, in 2022, the holistic hair care brand said it now plans to expand to over 1,200 Ulta Beauty stores in the coming months.

“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,” said founder, Dani 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.”

​Launched in 2021 by influencer and entrepreneur Dani Austin after her own hair loss journey, Divi made its debut with a scalp serum, which earned the brand $40 million in revenue its first year. The company now boasts four products including shampoo, conditioner and vitamin.

“Expanding our partnership with Ulta Beauty is a natural evolution for Divi. Their commitment to delivering exceptional beauty experiences aligns seamlessly with our brand ethos,” ​added Caroline Scharton, Divi’s VP of retail.

“We’re excited to collaborate with Ulta Beauty’s outstanding team members and showcase Divi’s hair care solutions to an even broader audience.”