Founded by Donna Pohlad, dpHUE is bypassing its full portfolio to focus on a curated selection of three hero franchises: Camo+, Gloss+, and Glossy Glaze. These products aim to simplify at-home color upkeep by addressing specific consumer pain points such as gray coverage, color refreshment, and restorative shine. The products are priced at $22 for the 3oz Gloss+, and $29 for both the 4oz Glossy Glaze and 0.49oz Camo+.

This expansion aligns with the brand’s growth initiatives overseen by Chief Brand Officer Bethenny Frankel, who emphasizes accessible education for salon-level results. By entering the Target Beauty Studio, dpHUE joins a destination featuring over 90 prestige brands, positioning itself alongside elevated beauty offerings that cater to shoppers seeking convenience without sacrificing professional quality.