You might want to stock up on Apple Cider Vinegar hair rinse now, before the whole world finds out about one of Minnesota’s best hair secrets. Minneapolis-based dpHUE has inked a deal to sell its hair care products and color touch-up kits on Sephora.com.
The launch is scheduled for March 15, and could be a major turning point for the company, started in 2011 by Donna Pohlad. Her original vision was to provide on-demand hair color that bridged the gap between drug store boxes and salon services. The company operates two stores, at 50th & France in Edina and in L.A.’s Studio City where customers can have their hair colored by a professional, or get a color consult, and buy a take-home kit.
But increasingly, dpHUE’s product line has been getting attention—the ACV hair rinse, which really does leave hair shiny, and the root touch-up kits, which even earned a thumbs up from my salon colorist, who, when I sheepishly confessed to taking the grays into my own hands, told me to keep doing what I was doing and space out my salon visits!
dpHUE sells its products online, and has enjoyed a fair amount of press since Pohlad brought on celeb colorist Justin Anderson. But Sephora.com is a whole other league.
“We are really excited about this opportunity with one of the biggest beauty retailers out there,” Pohlad says.
dpHUE manufactures most of its products in Italy. Sephora provides guidelines on how to ramp up for an online launch, but there’s also a fair amount of guesswork involved for a start-up like dpHUE. Says Pohlad, “It’s a major undertaking.”