Divi Enters the Styling Category with New Growth Care™ Hairsprays, with Brittany Mahomes as the Face of the Campaign
DALLAS--( BUSINESS WIRE)-- Divi, the Growth Care™ brand founded by Dani Austin, today announced its expansion into the styling category with the launch of Soft Finish Hairspray and Strong Hold Hairspray. The two new bond-building formulas will be available beginning September 22 at diviofficial.com and Ulta Beauty, with entrepreneur and mom Brittany Mahomes returning to Divi as the face of the launch.
The launch marks a major evolution of Divi’s Growth Care™ philosophy: the belief that women shouldn’t have to choose between how their hair looks today and how healthy it is tomorrow. After building a routine focused on supporting fuller-looking hair from the scalp through the lengths, Divi is bringing that same approach to the final step with its first-ever styling products—for hold that builds, not hold that breaks.
“I’ve always believed hair care should work with your hair, not against it,” said Dani Austin, Founder of Divi. “So many women put time and effort into caring for their hair, only to reach for styling products that can leave it feeling dry, stiff or compromised. We saw an opportunity to rethink hairspray through the lens of Growth Care™ and create formulas that give women the performance they expect from styling without asking them to compromise on hair health.”
Traditional hairsprays have largely been designed around hold and finish, often leaving hair feeling dry, stiff or coated. Divi saw an opportunity to approach the nearly $1 billion U.S. hairspray category differently, developing two clinically supported formulas that pair high-performance styling with ingredients selected to support the hair.
Soft Finish Hairspray provides 24-hour flexible, touchable hold for styles that still look and feel like hair, while Strong Hold Hairspray delivers 72-hour maximum-control hold for styles that need to stay in place. Both formulas are powered by StrandBond™ Bond-Building Proteins to help reinforce hair and fiber integrity, alongside targeted ingredients including Yerba Mate Leaf Extract, Panthenol and Oat Repair Peptides. The result is long-lasting style without stickiness, flaking or residue.
Mahomes returns following her successful 2025 partnership with Divi, extending a relationship rooted in her genuine connection to the brand and belief in its mission. Her return comes at a pivotal moment for Divi as the brand expands Growth Care™ beyond traditional haircare and into styling for the first time.
"Divi changed my expectations for what hairspray could do," said Brittany Mahomes, Entrepreneur and Co-Founder of the Kansas City Current. "I love that I can get the hold and finish I want without sacrificing the health of my hair. After working with Divi last year, I was excited to continue the partnership. I’m selective about the brands I work with, and Divi is one I truly believe in."
The launch celebration begins September 20 with an intimate Divi Glam Suite in Kansas City ahead of the Kansas City Chiefs’ Sunday Night Football matchup against the Indianapolis Colts. Mahomes will host a room of NFL wives and girlfriends for a morning of blowouts and gorgeous hair, giving the Chiefs' biggest fans a first look at the two finishes before it's on the shelves.
With the launch of Soft Finish and Strong Hold Hairsprays, Divi is extending Growth Care™ across more of a woman’s routine—from the scalp and shower to styling and finishing. Built for women who have long felt they simply weren’t born with “great hair,” Divi is challenging the idea that they have to settle for it, creating products designed to help women get more from the hair they have at every step of their routine.
Divi Soft Finish Hairspray and Divi Strong Hold Hairspray will be available beginning September 22, 2026 at diviofficial.com and Ulta Beauty for $26 each.
About Divi
Founded in 2021 by creator and entrepreneur Dani Austin, Divi is a hair health and wellness brand pioneering Growth Care™—Complete care for growing hair™. Inspired by Dani’s personal hair loss journey, Divi was created for women experiencing thinning, shedding, and changing hair at every stage of life. The brand develops science-backed formulas designed to promote healthier-looking hair by addressing both internal and external factors that impact hair over time. Divi’s lineup includes its new Hair Growth Vitamins, award-winning Scalp Serum, Dry Shampoo, and Shampoo and Conditioner collections—each formulated to support stronger, fuller-looking hair as part of a consistent daily routine. Beyond products, Divi cultivates a supportive community rooted in transparency, education, and real results. For more information about Divi and Growth Care™, visit www.diviofficial.com or follow Divi on Instagram @diviofficial and TikTok @official.divi. To get to know our founder, follow @daniaustin.