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dpHUE Launches in Ulta Beauty Nationwide

Prestige At-Home Hair Color and Care Line Launches in 850+ Ulta Beauty Stores Debuting NEW Apple Cider Vinegar Leave-In Therapy

NEW YORK, April 28, 2016 /PRNewswire/ -- dpHUE, the ground-breaking and prestige at-home hair color and care line, is launching in 850+ Ulta Beauty brick and mortar stores and on Ulta.com on May 8, 2016.

dpHUE Collection

dpHUE was founded in 2011 by Donna Pohlad on the premise that current options for at-home hair color were not meeting the needs of today's busy consumer. After seeing a void in the market, Pohlad was determined to develop a solution for at-home hair color and care products without compromising salon quality.  She partnered with top experts in the industry to formulate a new concept to achieving custom, prestige hair color and care. dpHUE's permanent at-home hair color and care products are revolutionizing the concept of personalization by delivering solutions that enable customers to achieve the high-quality results at their convenience.

"Life is crazy busy and it's frustrating having to take so much time every few weeks to color my hair. I was in need of color that was convenient and up to the standards of color I could only get in a top salon.  I knew there were countless women out there sharing my frustration and needed another option – one that would bridge the gap between salon quality products and those available in the mass market," says Donna Pohlad, CEO and Founder of dpHUE.

Shortly after the collection was established, celebrity hair colorist Justin Anderson was introduced to Pohlad and he immediately saw the quality and potential and became immersed in the brand. He now lends his expertise in helping to further develop the collection of products and training.

"My clients who frequently travel were always asking me for color they could take on the road for touch-ups in between seeing me. I found myself shipping color to clients around the world. Once I was introduced to Donna and dpHUE, I saw this brand was like no other and solved the problem I was continuously having – not being able to touch up your hair color between visits," says Justin Anderson, Creative Director of dpHUE and Celebrity Hair Colorist.

dpHUE opened the first colorBAR in Minneapolis, MN in 2011, and a second location followed in 2014 in Studio City, LA.  In the colorBAR's, clients are treated to complimentary consultations and can choose to have their hair color applied in-store by a professional colorist or guided in-store on how to apply the color at-home.

"At Ulta Beauty we take great pride in offering the best collection of salon quality haircare products available," said Julie Tomasi, Ulta Beauty senior vice president of merchandising.  "The launch of dpHUE at Ulta Beauty is a continuation of our commitment to offer our guests the type of product innovation they want.  dpHUE's collection of salon quality haircare products is a welcomed addition and offers solutions to deliver high-performance results."

dpHUE's Apple Cider Vinegar Leave-In Therapy ($30), an extension to its popular Apple Cider Vinegar Hair Rinse ($35), is the newest product launching in Ulta Beauty and online. The brand's core collection of products including the following will also be available in Ulta Beauty stores nationwide and on Ulta.com: 2 Application Root Touch-Up Kit ($30), GLOSS+ ($30 each), Argan Oil Therapy ($35), Color Care Shampoo ($24), Color Care Conditioner ($24), Cool Blonde Shampoo ($24), Cool Blonde Conditioner ($24), Hydrate Shampoo ($24), Hydrate Conditioner ($24), Hydrate Hair Masque Therapy ($26), Renew Shampoo ($24), Renew Conditioner ($24), Renew Hair Masque ($26).

About Ulta Beauty
Ulta Beauty (NASDAQ: ULTA) is the largest beauty retailer in the United States and the premier beauty destination for cosmetics, fragrance, skin, hair care products and salon services. Since opening its first store 25 years ago, Ulta Beauty has grown to become the top national retailer providing All Things Beauty, All in One Place™. The Company offers more than 20,000 products from over 500 well-established and emerging beauty brands across all categories and price points, including Ulta Beauty's own private label. Ulta Beauty also offers a full-service salon in every store featuring hair, skin and brow services. Ulta Beauty is recognized for its commitment to personalized service, fun and inviting stores and its industry-leading Ultamate Rewards loyalty program. As of January 30, 2016 Ulta Beauty operates 874 retail stores across 48 states and also distributes its products through its website, which includes a collection of tips, tutorials and social content. For more information, visit www.ulta.com.

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SOURCE dpHUE

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