The three-year-old brand, founded by influencer and entrepreneur Dani Austin (pictured), was inspired by a trip to Target.
A trip to Target inspired the creation of Divi Scalp & Hair Health; now comes news that the brand has entered more than 500 Ulta Beauty at Target stores and online at Target.com/ultabeauty.
Divi was named Ulta’s 2022 emerging brand launch of the year and, in September 2023, expanded into more than 1,200 Ulta shops.
The store expansion continues Divi’s omnichannel positioning and “ensures broader consumer access to its products than ever before,” per an official announcement.
Divi’s Ulta Beauty at Target Product Array
The three-year-old brand, founded by influencer and entrepreneur Dani Austin, will feature the following SKUs in its latest expansion:
- Scalp Serum
- Volumizing Shampoo
- Volumizing Conditioner
- 3-in-1 Leave-in Conditioner
- Dry Shampoo
Divi Taps Into the Hair Wellness Boom
The expansion comes amid a general uptick in hair wellness. According to Circana data, prestige hair product sales grew in the double-digits in Q1 2024, led by products offering solutions for hair thinning and loss, as well as wellness-oriented SKUs such as hair oils and serums, scalp care, and heat protectants.
All of those categories grew sales between 13% and 25% in Q1, per Circana.
Target Expansion is a Full-circle Moment
“I am absolutely thrilled to bring Divi to Ulta Beauty at Target,” says Austin. “This is a real full circle moment for me–I was inspired to create Divi while shopping in the hair care aisle of Target with my daughter Stella. That seemingly run-of-the-mill Target trip actually inspired me to start my own business, which has grown beyond my wildest imagination. Expanding into Ulta Beauty at Target enables Divi to support so many more individuals on their hair health journeys, and for me, that is a real dream come true.”
“Since Divi’s retail debut through Ulta Beauty’s emerging brand platform, Sparked, we’re thrilled to continue to support the brand’s growth as they enter this exciting next chapter,” says Monica Arnaudo, chief merchandising officer at Ulta Beauty. “Much of Divi’s success is rooted in Dani’s personal journey with hair loss and her genuine mission to provide effective hair and scalp care solutions for so many individuals–wherever they may be on their hair care journeys. Beyond the products, Dani also uses her platform to advocate for those who are facing similar challenges, fostering a community centered around discussion, feedback and authentic connections. As Divi expands their retail footprint to Ulta Beauty at Target, we’re thrilled to introduce even more guests to the brand’s holistic hair care solutions.”