Haircare Brand Divi Teams with Brittany Mahomes To Spotlight Scalp Health

A cultural moment is redefining the role of NFL WAGs (wives and girlfriends of athletes).

With viewership among women ages 18–49 surging by 63% during last year’s Chiefs-Bears game, the spotlight on women connected to the sport is brighter than ever, making now the appropos time to bring scalp care to the forefront, Divi officials say.

The haircare brand is teaming up with Brittany Mahomes who will serve as the brand’s official partner during the 2025 NFL season. Together, they’re putting scalp and hair wellness in the bright gridiron light.

“When you feel your best, you lead with power and that’s what Divi is here for,” said Dani Austin, Divi’s founder and CEO. “Brittany embodies the strength, style and authenticity we champion as a brand. She’s a leader in her space, a hands-on mom, and a powerful businesswoman who already loved and used our products. This partnership couldn’t be a more natural fit.”

From game day glam to her self-care routine at home, Mahomes will spotlight her favorite Divi essentials throughout football season. This includes the brand’s hero Scalp Serum, clinically formulated to promote a healthy scalp environment, and the Divi Dry Shampoo, which creates a bouncy blowout and enhances natural texture.

“At Divi, scalp care isn’t just a beauty trend, it’s the foundation for every great hair day,” added Austin. “Our goal is to make Divi the product women can’t stop talking about, the one that feels like an investment in long-term hair health. Partnering with Brittany lets us share that message with women who admire her strength, style, and self-care ethos.”

Social Activations

As part of the collaboration, hair care and football fans alike can look forward to exclusive content, social activations and the chance to score the “game day experience” — complete with a giveaway featuring some of Mahomes’ must-have haircare picks. A limited-edition Brittany Mahomes x Divi Game Day bundle will also be available.