This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Dani Austin started out on YouTube in 2012, but she’s best known today for her presence on Instagram, where she has millions of followers. In 2021, she launched Divi, a hair-care and scalp-care brand inspired by her own experiences with hair loss. In 2022, Forbes named Austin to its Top Creators list and reported that Divi had brought in $23 million in sales.
Platform: Instagram
Why did you decide to bring a brand into this crowded marketplace?
Divi was born out of my own personal experience with hair loss. While there are dozens of hair loss companies on the market, I couldn’t find one that really got to the root of the issue—the scalp. There hasn’t historically been a lot of good education on scalp health out there, and so many people reach for bottles filled with ingredients that not only don’t solve the problem, but can actually make it worse. The scalp is super sensitive, and we wanted Divi to help anyone with dandruff, itchy scalp, redness, hair thinning, or just wanting to develop a healthy scalp care routine!
What makes the brand different?
Of course, we are so proud of our clean and effective formulas—and especially how far we’ve come in only a year, while still being incredibly intentional along the way. But what we’re even more proud of is Divi’s heart to always help others. Everything we do is about making someone’s day better, whether they’re a Club Divi member we take to Cabo, or a new mom who’s experiencing postpartum hair thinning. It’s not enough to just make a better product – we want to make a better world.
Fun fact to know?
People often ask us what Divi’s name means! Divi is an alternative spelling to the word “divvy”, as in, to “divvy” things up. We believe in balance and holistic self care—not just a magical product to fix every problem. We always encourage people to look at their self care resources and to “divi” them up to make sure they are taking care of every part of themselves—mind, body and spirit.
Best seller:
30ml Scalp Serum
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