dpHUE Brings Gloss+, Glossy Glaze, and Camo+ to Target Beauty Studio

Premium at-home hair color brand dpHUE launched inside Target Beauty Studio on September 16, 2026, bringing a curated trio of color-maintenance heroes to more than 600 Target stores and Target.com, the company said in a PR Newswire release. Founded by Donna Pohlad, the brand is rolling out Gloss+ ($22 / 3 oz), Glossy Glaze ($29 / 4 oz), and Camo+ ($29 / 0.49 oz) rather than its full catalog—an intentional entry point aimed at gray coverage, color refresh, and salon-style shine.

Target Beauty Studio is the retailer’s prestige beauty destination, pairing roughly 90 prestige, emerging, and global brands with dedicated Beauty Advisors and a discovery-led layout online and in store. Pohlad said the Studio gives dpHUE a chance to reach shoppers who already trust Target for everyday routines but want premium results between salon visits. Retail listings for Gloss+ and Camo+ in the Beauty Studio assortment are live on Target.com, confirming the shelf set beyond the press wire.

The expansion sits under Chief Brand Officer and strategic investor Bethenny Frankel’s push to mainstream the hair-color maintenance category through education-first storytelling. Camo+ targets visible gray blending; Gloss+ and Glossy Glaze focus on low-commitment shine and tone refresh for color-treated hair.

For Target, the Studio launch deepens a one-stop beauty strategy that stacks core essentials next to prestige haircare, skincare, makeup, and fragrance. For dpHUE, landing three hero franchises in hundreds of doors is a scale play without diluting the brand’s salon-adjacent positioning.

Shoppers hunting accessible prestige hair color can now pick up the Studio trio in person or online—another September beauty retail move that keeps mass-prestige haircare in the lifestyle headlines.