Entrepreneur and creator who co-founded hair-wellness brand Divi with his wife Dani Austin; named EY Entrepreneur Of The Year 2025 Southwest.
Jordan Ramirez says Divi, the scalp/hair care brand he runs with Dani Austin, did roughly $40 million in its first full year and is on track for 30-35% growth the next year.
“We did about $40 million and then, um, you know, this year we're on track to do 30%, 35% growth.”
Jordan Ramirez says most people assume Divi sells to Dani Austin's followers, but her audience accounts for only about 15% of total revenue - the product itself carried it beyond her base.
“she's only made up about 15% of the overall revenue.”
Jordan Ramirez runs brand partnerships as a triangle with the audience at the top and the business and the paying brand at the two bottom corners. Keeping the audience prioritized keeps everyone happy; flip the brand to the top and trust crumbles.
“I always describe it as like a, like a, like a triangle. Like at the top is the audience and like, as long as we're prioritizing them first, everyone's happy. At the bottom left is like our business, which we have to take care of. We run a team and then on the right is like the brand we're serving. And we found that every time we try and flip the triangle a different way. So if we put the brand at the top, then the audience is like, you don't actually like this product and everything kind of just crumbles”
Steal thisWhen taking brand deals, keep the audience at the top of the triangle or trust collapses.
Jordan Ramirez says Stanley president Terence engineered the Quencher's rise by targeting the Utah Mormon mom market - and is the same marketer who put Post Malone in Crocs to revive that brand into a cultural icon.
“He was the one who put Post Malone in Crocs and like kind of like reversed Crocs trajectory to being like a cultural icon.”
Jordan Ramirez describes the UGC economy: brands pay non-famous creators about $2,000 for 4 videos a month and keep ~10 on standby. At Divi, this user-generated content outperforms any polished branded asset in ads.
“It's, it's called UGC now. So it's like, uh, user generated content. So there's like a whole, yeah, there's like a whole economy now of They're not getting paid like as a brand deal to promote it on their own stories. It's like, you know, hey, we'll pay you $2,000 for 4 videos with our brand a month. And so these brands will have 10 UGC creators on standby, on retainer, you know, and they use that content for ads. And so what is happening is like our, like our UGC content at Divi is performing the best over any type of like branded asset.”
Steal thisKeep a roster of paid UGC creators on retainer and run their raw videos as ads.