Ulta Beauty is expanding its partnership with Divi, a hair care brand founded by lifestyle influencer Dani Austin, bringing the product line to over 500 Ulta Beauty at Target locations and target.com/ultabeauty. WWD reports that this move follows Divi’s strong performance since its 2021 launch, with the brand reporting $33 million in sales from a single product during its debut year.

Divi’s initial offering, a $48 peptide, and caffeine-infused scalp serum, was developed as a natural alternative to chemical hair loss treatments. The brand has since expanded its product range to include a leave-in conditioner, hair growth capsules, and a recently launched dry shampoo.

JP McCary, recently appointed Divi’s first CEO, outlines plans to reach $100 million in annual sales by 2025. McCary, who previously held senior roles at Peace Out Skincare, Milk Makeup, and Shiseido, cites the brand’s balance of “heart and science” as key to its potential longevity.

The brand reports a near-equal split of consumers seeking solutions for postpartum, COVID-19, or chemotherapy-induced hair loss and those looking to improve general scalp health. Divi’s newest product, a $26 rice starch-based dry shampoo, sold one unit per second during its first 24 hours on the market and has become the brand’s second-best-selling item within three months.

While direct-to-consumer remains Divi’s primary sales channel, the company is expanding its retail presence. In addition to the Ulta Beauty partnership, WWD reports that Divi is developing a Scalp Specialist program to enlist 1,200 hairstylists by year-end to educate clients and recommend products.

Monica Arnaudo, chief merchandising officer at Ulta, attributes much of Divi’s success to Austin’s personal experience with hair loss and her mission to provide effective hair and scalp care solutions. The brand’s growth aligns with Ulta’s previous comparison of Divi’s online sales volume to that of Olaplex during its first week at the retailer.