Yesterday, according to WWD, scalp care brand Divi, co-founded by influencer Dani Austin, has secured a minority investment from Norwest Venture Partners, marking a significant step in the brand’s rapid growth. Inspired by Austin’s personal journey with postpartum hair loss, Divi, founded in 2021, has gained attention with its range of scalp and hair care products designed to improve hair health and reduce shedding, with a focus on helping women.
The financial terms of Norwest’s investment were not disclosed, but Sonya Brown, general partner and co-head of Norwest’s growth equity team, emphasized that Divi’s scalp health focus aligns with Norwest’s strategy of early investment in emerging trends. Known for its success with founder-led beauty brands, Norwest has previously invested in notable names like Madison Reed, Face Reality Skincare, and Maëlys.
Divi’s flagship scalp serum generated $33 million in sales in its first year, and the brand has expanded its retail footprint, reaching Ulta Beauty locations and, more recently, 500 Ulta at Target shops. Divi’s newest product, a whipped treatment mask priced at $34, saw over 37,000 units sold within 24 hours of its September launch.
Austin, who has over 2.3 million followers on Instagram, noted that Norwest’s experience with founder-led brands is invaluable to Divi’s next growth phase. In addition to retail partnerships with Ulta and Amazon, Divi aims to expand into the salon market, targeting 1,200 hairstylists by year-end for its Scalp Specialist program. Austin sees the investment as a way to boost brand awareness domestically and eventually internationally, with a focus on storytelling, social media, packaging, and retail activations.
Over the coming years, Divi intends to highlight the importance of scalp care as an essential part of daily routines, akin to brushing teeth or washing the face.
