Q&A: Divi founder Dani Austin on what most people get wrong about hair health

Dani Austin is the founder and CEO of Divi, a clean hair care brand built around scalp health and long-term hair growth. Austin launched the brand in 2021 after her own experience with hair loss left her frustrated by products that over-promised results without addressing the root cause. What followed were years of working directly with chemists to understand how hair actually grows and what the scalp needs to support it.

In this Q&A, Austin breaks down what that process taught her and why most people are treating the wrong problem when it comes to hair health.

The gap between marketing and science

You’ve spent years working with chemists to develop clinically tested formulas. What did that process teach you about what actually works for scalp and hair health versus what’s just marketing?

DA: This brand started because I was that person — trying every product out there, spending real money, and seeing zero results. That frustration eventually turned into long conversations with chemists and a genuine education in how hair actually works. What I learned is that real hair health requires clinically backed ingredients that support your scalp and growth cycle, not cute marketing or buzzwords. That realization became the whole point of Divi.

Where most people start wrong

What’s one thing most people get wrong about scalp health or hair care?

DA: Most people think hair health starts with styling or shampoo, but real growth starts deeper, with the scalp. Healthy hair also grows from the inside out, meaning a supported body and healthy skin matter just as much as what you put on your strands. I didn’t understand that for years, and I think a lot of people are in the same place. When you care for both and really nurture your foundation, everything else works better.

What the hair growth cycle looks like

What’s something unique to the hair growth cycle that you’ve only learned through formulating and testing?

DA: One of the biggest things I’ve learned is how much timing matters in the growth cycle. Excessive hair loss often happens because hair exits the growth phase too early, not just because of damage or breakage. That completely changed how I thought about supplementation. We focused on nutrients that support the active growth phase, especially during the moments that disrupt it most like hormonal shifts and postpartum. Honestly it’s everything I wish I’d had when I was going through it myself.

The case for a minimal routine

How do you approach hair care when your schedule is packed?

DA: Chaos is my baseline. I’m pregnant with my fourth and have three kids under five, so a 12-step routine was never going to happen for me. What I’ve learned is that consistency matters more than complexity. A clean scalp, a few products you actually trust, and habits that fit into your real life will always beat an elaborate routine you can’t keep up with.

Her current routine

What does your current hair routine look like, and what are the non-negotiables?

DA: My routine right now is simple by necessity, and I’ve made my peace with that! Dry shampoo is a lifesaver on days I don’t have time to wash, and I’m particular about choosing one that doesn’t leave buildup that disrupts growth. I use a scalp serum daily, and about once a week, I do a full scalp reset to start fresh. I can’t take hair growth supplements during pregnancy, but postpartum is a season I’m already thinking about and planning for.

Wellness during different seasons of life

What are you prioritizing in your wellness routine during this season of life?

DA: Right now, it’s really about supporting my body through pregnancy and setting myself up well for what comes after. Sleeping when I can, eating balanced meals, and staying hydrated. I’ve had to let go of the idea of a perfect routine — with this many kids, that’s just not realistic. What I keep coming back to is showing up consistently in whatever way makes sense for where I am right now. That’s the standard I hold myself to.