Divi is expanding into more than 1,200 Ulta Beauty stores in the United States after launching at the retailer through Sparked—Ulta's curated assortment of emerging brands and rising beauty stars—in 2022.
Divi's debut product, Scalp Serum, sold out in two hours upon its launch and reportedly earned the brand $40 million in revenue its first year.
The brand's product lineup now includes a shampoo, conditioner and vitamins.
Founder Dani Austin said, "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. 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."
Caroline Scharton, Divi's VP of retail, added, "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. We're excited to collaborate with Ulta Beauty's outstanding team members and showcase Divi's hair care solutions to an even broader audience."