DpHUE
dpHUE is a US-based direct-to-consumer hair care brand selling at-home hair color kits, color-depositing conditioners, and apple cider vinegar scalp care products to individual consumers and salon professionals through its own e-commerce storefronts.
- Company typePrivate
- Founded2011
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What DpHUE does
dpHUE is a US-based, privately held direct-to-consumer hair care and color brand that develops and sells at-home hair color maintenance and scalp care products. The portfolio centers on three core platforms: the Root Touch-Up Kit (a permanent creme hair color system priced at $37, including a Resistant Grays variant), the Gloss+ color-depositing deep conditioner (priced at $39 and offered in 13 pigmented shades plus clear), and an Apple Cider Vinegar scalp care line anchored by the $35 Exfoliating Scalp Detox, with supporting SKUs including a Daily Scalp Serum, Hair Rinse, Camo+ Tinted Dry Shampoo, Glossy Glaze shine treatment, Color Dream color kits, and targeted Brightening and Cool Toning ranges for blondes.
The company sells exclusively through its own Shopify storefront (dphue.com) under a one-time purchase model with no subscription component, supplemented by a dedicated professional platform (pros.dphue.com) that serves salon stylists. Pricing is in the $35-$39 unit range with a current 25% sitewide promotion, free domestic shipping on orders over $50, and a 30-day return policy. Marketing relies on a mix of organic social (Instagram, TikTok, Facebook), a substantial editorial content library covering hair color and scalp care fundamentals, an email newsletter, and the HUE Crew Rewards loyalty program, with Bethenny Frankel serving as Chief Brand Officer for celebrity-driven brand credibility.
Customer segments are hybrid and persona-based: at-home color maintenance consumers are the primary use case, with secondary personas including blonde/light-haired consumers seeking toning, gray and root coverage seekers, and salon professionals. The company is an active operating entity with no disclosed revenue, headcount, funding, M&A, or international footprint in the source material; the US is its only confirmed operating geography.
DpHUE firmographics
Firmographics- Name
- DpHUE
- Legal name
- dpHUE
- Website
- https://dphue.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- dpHUE is a US-based direct-to-consumer hair care brand selling at-home hair color kits, color-depositing conditioners, and apple cider vinegar scalp care products to individual consumers and salon professionals through its own e-commerce storefronts.
- Ownership category
- akta.pro rank
DpHUE industry classification
Industry- Product category
- At-Home Hair Color and Scalp Care Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Color & Bleaching (CRABABAD)
- akta.pro secondary industries
- Conditioners & Hair Masks (CRABABAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where DpHUE is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Markets served
DpHUE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Others
Revenue model
- Direct Product Sales: One-time purchase model for hair color and scalp care products sold directly through e-commerce website to consumers. Products include Root Touch-Up Kits, Gloss+ color depositing conditioners, Apple Cider Vinegar treatments, and various shampoos and conditioners. No subscription mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual hair care products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
DpHUE product offering
Product offeringCore offering
dpHUE develops and sells at-home hair color and scalp care products directly to consumers through its own e-commerce website. Its core offerings include permanent crème Root Touch-Up Kits for gray coverage (with a resistant-grays variant), the Gloss+ color depositing deep conditioner in 13 pigmented shades plus clear, and an Apple Cider Vinegar scalp care line (Exfoliating Scalp Detox, Daily Scalp Serum, Hair Rinse). The company also operates a separate Professional Program at pros.dphue.com serving salon stylists.
Product overview
DpHUE is a hair care and color company offering a unified portfolio of at-home hair coloring and scalp care products. The core offerings center on the Root Touch-Up Kit (permanent hair color for gray coverage) and Gloss+ Color Depositing Deep Conditioner (color-enhancing treatment available in 13 shades), supported by the Apple Cider Vinegar (ACV) scalp care line including the Exfoliating Scalp Detox, Daily Scalp Serum, and Hair Rinse. Additional products include Glossy Glaze for shine, Color Dream color kits, Camo+ Tinted Dry Shampoo for root camouflage, and dedicated Brightening/Cool Toning lines for blondes. The company also operates a Professional Program (pros.dphue.com) for salon professionals. The products function as a complete ecosystem addressing root coverage, color enhancement, toning, and scalp health between salon visits.
Differentiator
Problem solved
Functional benefit
Brands
- HUE Crew Rewards: Loyalty rewards program for customers offering exclusive stylist tips and personalized routines.
Products and services
- Root Touch-Up Kit At-home permanent crème hair color kit developed with salon professionals to cover grays and roots between salon visits. Includes 2 applications.
- Root Touch-Up Kit for Resistant Grays Permanent crème hair color kit formulated specifically for stubborn, resistant grays that are difficult to cover. Includes 2 applications.
- Gloss+ Color Depositing Deep Conditioner Color depositing deep conditioner that enhances color, shine, and softness in one treatment. Available in 13 pigmented shades plus a clear option.
- Glossy Glaze Gloss treatment that adds shine and smoothness to hair.
- Apple Cider Vinegar Exfoliating Scalp Detox Scrub-free, apple cider vinegar-based scalp pre-wash that detoxifies and keeps the scalp balanced and clean.
- Color Dream Color Kit At-home hair color kit for comprehensive color application and maintenance.
- Camo+ Tinted Dry Shampoo Tinted dry shampoo that camouflages roots and extends time between color appointments.
- Digital Gift Card Digital gift card redeemable on the dpHUE e-commerce site.
Companies that use DpHUE
Customer profileSegments4 records
Ideal customer profiles2 records
DpHUE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DpHUE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bethenny FrankelcoreBethenny Frankel, well-known TV personality and businesswoman, serves as dpHUE's Chief Brand Officer. She brings celebrity endorsement and brand credibility, appearing in promotional materials and providing hair color expertise and tips to the brand.
Scale indicators1 record
Recent moves1 record
Expansion highlights6 records
DpHUE competitors and assessment
Company assessmentEmerging players
- Vegamour: DTC clean beauty haircare brand selling through its own e-commerce site. Comparable to dpHUE in DTC distribution, digital-first marketing, and direct-to-consumer positioning, though Vegamour emphasizes hair growth and wellness rather than color.
- Function of Beauty: DTC personalized hair care brand offering customizable shampoo, conditioner, and hair treatment products. Comparable to dpHUE in DTC channel and digital personalization, but anchored to a subscription model that contrasts with dpHUE's one-time purchase approach.
- Christophe Robin: Premium hair and scalp care brand known for scalp scrubs and color-friendly treatments. Overlaps with dpHUE's ACV scalp care line and color maintenance positioning in a niche, treatment-focused category.
Direct peers
- eSalon: Custom DTC hair color brand that formulates personalized at-home color and sells online. Directly comparable to dpHUE in DTC channel, at-home hair color category, and use-case focus on root coverage and color maintenance.
- Olaplex: Premium hair-care brand focused on color-treated hair with at-home and professional salon lines. Comparable to dpHUE in positioning around color maintenance, dual consumer/professional channels, and emphasis on hair health for color-treated customers.
- Moroccanoil: Professional and retail hair care brand with signature oil and treatment products, distributed through salons and DTC. Comparable to dpHUE in dual professional/consumer motion and focus on treatment-style products for color-treated hair.
- Madison Reed: Direct-to-consumer at-home hair color brand offering permanent hair color kits and color-depositing products online. Closely comparable to dpHUE in target customer (at-home colorers), product category (root touch-up, color maintenance), and DTC-first distribution model.
Broad incumbents
- Clairol: Mass-market hair color brand (Nice'n Easy, Root Touch-Up) owned by Wella/Coty. Competes with dpHUE in the at-home root coverage and permanent hair color category but distributes primarily through mass retail rather than DTC.
- Kerastase: Professional hair care brand within L'Oréal's Professional Products Division with a strong salon distribution channel. Comparable to dpHUE in professional salon's pros.dphue.com channel and premium positioning around color care.
- L'Oréal Paris (Excellence / Feria): Mass-market hair color and hair care portfolio under L'Oréal. Overlaps with dpHUE on permanent at-home hair color and toning but operates across a much broader beauty portfolio via drugstore and mass channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
DpHUE social profiles
Digital presenceDpHUE financial estimates
Financial estimateRevenue estimate
Valuation estimate
DpHUE leadership team
Management profileNumber of profiles
Profiles1 record
DpHUE funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DpHUE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DpHUE
What does DpHUE do?
dpHUE develops and sells at-home hair color and scalp care products directly to consumers through its own e-commerce website. Its core offerings include permanent crème Root Touch-Up Kits for gray coverage (with a resistant-grays variant), the Gloss+ color depositing deep conditioner in 13 pigmented shades plus clear, and an Apple Cider Vinegar scalp care line (Exfoliating Scalp Detox, Daily Scalp Serum, Hair Rinse). The company also operates a separate Professional Program at pros.dphue.com serving salon stylists.
Is DpHUE a public or private company?
DpHUE is a private company. It is classified as unknown and is currently operating.
When was DpHUE founded?
DpHUE was founded in 2011. It employs 11 to 50 people.
Where is DpHUE based?
DpHUE is headquartered in Minneapolis, United States, in the North America region.
How does DpHUE make money?
One revenue line is on record: direct Product Sales.
Who are DpHUE's main competitors?
Emerging players on record are Vegamour, Function of Beauty and Christophe Robin. Direct peers are eSalon, Olaplex, Moroccanoil and Madison Reed. Broad incumbents are Clairol, Kerastase and L'Oréal Paris (Excellence / Feria).
Does DpHUE have an API?
No public API is recorded for DpHUE.
What industry is DpHUE in?
DpHUE's product category is At-Home Hair Color and Scalp Care Products. Its primary akta.pro industry code is CRABABAD, Hair Color & Bleaching, with a secondary code of CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.