Divi Enters Styling Category with Brittany Mahomes

Divi, the growth care brand founded by Dani Austin, has expanded into the styling category with the launch of Soft Finish and Strong Hold hairsprays.

Officials say the launch marks a “major evolution” of Divi’s growth care philosophy of women not having to choose between how their hair looks today and how healthy it is tomorrow. Brand officials say traditional hairsprays’ counterproductive designs focused on hold and finish, which leaves hair dry, stiff or coated to the touch, inspired its “soft” innovations. Moreover, Divi saw an opportunity to approach the nearly $1 billion US hairspray category differently, developing two clinically supported formulas that pair high-performance styling with ingredients selected to support the hair.

Campaign with Brittany Mahomes

The two new bond-building formulas are modeled by Brittany Mahomes who is returning to Divi as the face of the launch. Mahomes’ return follows her successful 2025 partnership with the brand, extending a relationship rooted in her genuine connection to the brand and belief in its mission.

“Divi changed my expectations for what hairspray could do,” said Mahomes, entrepreneur and cofounder 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 Sept. 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 WAGS for a morning of blowouts, giving the Chiefs’ biggest fans a first look at the two finishes before it’s on the shelves.

Divi Soft Finish Hairspray and Divi Strong Hold Hairspray will be available beginning Sept. 22 at diviofficial.com and Ulta Beauty for $26 each.