Bethenny Frankel’s Latest Beauty Move Is Major

Bethenny Frankel — entrepreneur, investor, tell-it-like-it-is consumer advocate, and our favourite Real Housewife — has officially acquired a stake in premium hair colour and care brand, dpHue.

This is far from your standard celebrity endorsement deal. Frankel is stepping straight into the boardroom, joining the leadership team as the brand’s newly appointed Chief Brand Officer — or ‘Chief B Officer’, as she is calling it. Working alongside founder Donna Pohlad and the executive team, Frankel will take a hands-on role across product innovation, brand marketing, and consumer education.

Founded by Pohlad, dpHue was created to solve the challenge of maintaining hair colour between salon appointments. The goal was simple: to offer professional-grade formulations that allow consumers to achieve, maintain, and extend their hair colour from the comfort of their own bathrooms. Since launching in 2011, the brand has become best known for hero products including Gloss+, a colour-depositing deep conditioner, Glossy Glaze, an in-shower conditioning glaze treatment, and the Root Touch-Up Kit, a permanent cream hair colour designed to cover up to one inch of root growth.

“From the beginning, dpHue has been built on the belief that consumers deserve products that truly solve problems while delivering exceptional results,” said Pohlad. “Bethenny’s ability to earn trust and connect with consumers is unmatched. She has built businesses by simplifying complicated categories, telling it like it is, and helping people make smarter decisions. From our earliest conversations, it became clear that we share the same philosophy: create products that genuinely work, solve real problems, and help people feel more confident. Bethenny isn’t joining dpHue as a spokesperson — she’s joining as a partner. We’re thrilled to welcome her as we continue building the future of dpHue together.”

For Frankel, the move was entirely organic. Known for being fiercely unfiltered and obsessed with real value, she discovered the range as a regular consumer.

“I’ve built my career by identifying gaps in the market, and hair color maintenance is a big one,” said Frankel. “Women invest so much in their hair color, yet many still struggle and are frustrated between salon visits. What drew me to dpHue is that the products work, the need is real, the experience is user-friendly and the opportunity for growth is enormous. This is high-quality at-home hair color. I’m excited to help grow and scale this brand that I experienced organically. I’m going to help market and build a company I genuinely believe in, am excited about, and that the market desperately needs.”

While Frankel’s strategic arrival is a massive moment for the company, it isn’t dpHue’s first taste of major financial backing. In 2020, the company secured a significant growth capital investment from Prelude Growth Partners — a female-founded private equity firm renowned for backing cult-favourite beauty brands including Summer Fridays and Westman Atelier.

The appointment marks an ambitious new chapter for dpHue as the brand continues to expand across e-commerce, social commerce, specialty retail, and international markets.

The brand is available via dphue.com and amazon.com, with shipping available across the US. UK shoppers can also find it at cultbeauty.co.uk and amazon.co.uk.