Nonetheless many manufacturers invoice themselves because the “best-kept secret in magnificence,” few can declare $33 million in gross sales of a single inventory conserving unit throughout their debut yr — plus triple-digit development annually since.
Such is the case of Divi, the quietly exploding hair care model launched in late 2021 by Texas-based life-style influencer Dani Austin, whose first product — a $48 peptide and caffeine-infused scalp serum meant to advertise hair development — was designed to supply a extra pure various to chemical hair loss therapies akin to Rogaine.
“I had been going by means of my very own hair loss expertise since 2019, which as everyone knows will be very emotional,” mentioned Austin, who dabbled with wigs and myriad home made topical concoctions earlier than enlisting a chemist to assist develop Divi’s hero serum. “I wished to give you an answer that was clear, but in addition efficient and that I might use long-term.”
The serum was an instantaneous hit, recalled the founder, who promoted the product to her tens of millions of social media followers and shortly realized “this epidemic of ladies that had been going by means of one thing related — it turned this neighborhood of individuals simply serving to one another, posting their before-and-after footage, and eager to be taught extra,” she mentioned.
Divi founder Dani Austin with the model’s hero scalp serum.
courtesy of divi
One yr after launching, Divi started promoting at Ulta Magnificence, and inside its first week was producing “Olaplex[-like sales] quantity on-line,” the retailer’s vice chairman of merchandising Jessica Phillips beforehand informed WWD.
Because the model’s assortment has expanded to characteristic a leave-in conditioner, hair development capsules and a deliberate eight new merchandise in 2024 alone, together with a contemporary dry shampoo launch, Ulta is doubling down on Divi, bringing the model to greater than 500 Ulta Magnificence at Goal doorways and on-line at goal.com/ultabeauty.
“We’re thrilled to proceed to assist the model’s development…a lot of Divi’s success is rooted in Dani’s private journey with hair loss and real mission to offer efficient hair and scalp care options,” mentioned Monica Arnaudo, chief merchandising officer at Ulta, in an announcement.
“My largest factor has at all times been wanting my merchandise to be accessible for everybody; [entering] Ulta Magnificence at Goal is a pinch-me second,” mentioned Austin, for whom the enlargement comes shortly after appointing JP McCary as Divi’s first chief govt officer.
Most lately, the wonder veteran served as group president at Sophia Bai’s biotech incubator B.a.i. Biosciences, and earlier than that, McCary held senior management roles at Peace Out Skincare, Milk Make-up and Shiseido.
“Divi’s stability of coronary heart and science, in addition to its neighborhood, give this model the runway to have the ability to thrive for the subsequent 20, 30 years,” mentioned McCary, including that the model has cultivated a near-equal break up of customers who’re in search of hair development options resulting from postpartum-, COVID-19- or chemotherapy-induced hair loss, versus those that are merely seeking to enhance their scalp well being. “Addressing hair loss is the place Divi started; creating the setting on your scalp and hair well being to be at their finest is the place we’re thriving.”
The model’s dry shampoo, as an illustration, is marketed for all hair sorts — no matter density — and upon launching in April offered one unit each second throughout its first 24 hours. Within the three months since its debut, the $26 rice starch-powered product has grow to be Divi’s number-two sku.
“That was our most requested product from the neighborhood, each by means of communication to Dani straight and thru our post-purchase survey,” mentioned McCary, including that simply as customers who buy the scalp serum are sometimes making their approach to different Divi choices, the alternative is true.
“We all know factually that just about 50 p.c of recent customers who purchased the volumizing shampoo and conditioner we launched in January, inside three months, have come again to purchase the scalp serum,” he mentioned.
This retention is a key component in Austin and McCary’s purpose to succeed in $100 million in annual gross sales by 2025. Increasing Divi’s retail presence is one other means towards that purpose.
“Direct-to-consumer is our cathedral — it’s our [biggest channel] and one thing we’re extremely centered on — however we perceive that the buyer is way more than that, and so we’re constructing out a whole journey to understand how Ulta matches into that, to grasp how Ulta at Goal matches into that, and the identical for Amazon,” mentioned McCary.
The model has additionally begun planting its toes within the salon, enlisting greater than 700 hairstylists at current — 1,200 by year-end — who comprise the model’s Scalp Specialist program to teach and suggest product to purchasers who’re enduring hair loss or different issues.
“We see a really clear pathway to hitting $100 million in income in 2025 — we’re on the best path to have an extremely significant enterprise,” mentioned McCary.
