Overview:

Sustainability 4.0/10
Non-toxicity 7.0/10

Divi is a U.S.-based haircare brand offering shampoos, serums, and scalp treatments.

Highlights

• Leaping Bunny

• Made in USA

• Paraben & sulfate-free

Sustainability

score : 4.0/10

Packaging

Many Divi products are packaged in recyclable materials, and the brand even qualifies under Ulta Beauty's “Sustainable Packaging” criteria. However, Divi has not eliminated single-use plastics. Most bottles and caps are plastic, and there is no refill or reuse program in place. There is also no indication that the plastics used contain post-consumer recycled content.

Ingredient Sustainability

Divi uses a mix of naturally derived and synthetic ingredients. Many of the key ingredients in Divi's products are plant-based extracts or compounds (e.g. tea tree oil, peppermint oil, green tea extract, amino acids), which are renewable resources.

Some functional ingredients are synthetic. For example, Divi's shampoo contains an acrylates copolymer (a synthetic polymer) and conditioning agents like polyquaterniums. These are petroleum-derived and not biodegradable, which detracts from ingredient sustainability.

On the positive side, Divi avoids petrochemical-based additives like petrolatum, microplastics (no plastic microbeads), or mineral oils that carry higher environmental risks. There's also no evidence of problematic palm-oil based surfactants in the formulas (the cleansers are coconut-derived).

Energy Use and Footprint

There is no evidence that Divi measures or actively manages its carbon footprint. The brand does not publicly report greenhouse gas emissions or discuss energy use in manufacturing and distribution.

Waste Management

Divi has not announced any specific waste reduction or recycling initiatives in its operations. We found no programs for taking back used packaging or partnerships with recycling organizations (e.g. TerraCycle) that some beauty brands use to ensure product packaging is recycled.

Business Model

Divi's business model is that of a modern direct-to-consumer (D2C) brand (combined with retail partnerships), focusing on a curated line of haircare products rather than rapid turnover of trends. It offers seasonal sales and promotions like most brands, and it benefits from customers using the products continually.

Non-toxicity

score : 7.0/10

All Divi products are free from many chemicals of concern commonly found in cosmetics. This means Divi avoids known harmful preservatives (parabens), harsh sulfates (like SLS/SLES detergents), and other controversial additives. They also do not use synthetic dyes or formaldehyde-releasing agents in their haircare formulas as far as ingredient lists indicate. Notably, Divi formulates without synthetic fragrance in at least some products.

In practice, many ingredients across Divi's line are plant-derived or gentle synthetics that score well (1-2 low hazard) in EWG's system.

Social Responsibility

score : 7.0/10

All of Divi's manufacturing is done in the United States, which means production workers are protected by U.S. labor laws. Divi's mention of “ethically sourced ingredients” suggests that the brand is mindful of labor conditions in its supply chain as well, though this claim is not backed up by additional transparency or evidence.

The brand is completely cruelty-free: no products or ingredients are tested on animals. Divi has obtained third-party verification from Leaping Bunny.

Divi demonstrates community engagement through charitable giving and community-building initiatives. A standout program is Divi's 1% donation policy.

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