The question this launch answers is simple: which at-home product does your hair color actually need between salon visits? As of September 16, 2026, dpHUE's answer sits on shelves at Target Beauty Studio, the retailer's new prestige beauty destination in more than 600 stores nationwide and on Target.com, per the brand's announcement. The company brought only three of its hero franchises, and each is built for a different job.
According to PR Newswire, the assortment covers three common needs: covering grays, refreshing color, and restoring shine. That mapping is the practical part. If you know which of those three problems is yours, the choice between Gloss+, Glossy Glaze, and Camo+ is largely made for you.
Before the shelf-by-shelf read, a note on where this sits in the wider routine: color maintenance is one strand of haircare, and it pairs naturally with the rest of what a beauty regimen covers, from wash to finish. For related coverage, see What a Beauty Label Can and Cannot Promise: A Reader's Guide.
Which product matches your color problem?
The brand's own framing gives a clean decision path. Per PR Newswire, dpHUE deliberately selected products that are easy to use, require little commitment, and deliver visible results from the first application. Founder Donna Pohlad described the trio as covering "a few grays, refreshing your color or adding incredible shine." Match your situation to the product:
- Gray coverage at the roots. Camo+ is the pick for covering grays, per the announcement. It is also the smallest format in the launch, at 0.49 oz for $29, which suits targeted, touch-up-style use rather than an all-over treatment.
- Color that has faded or dulled between appointments. Gloss+ is the refresh option, priced at $22 for 3 oz. It is the least expensive item in the launch and the brand positions it as delivering immediate visible results.
- Shine without a color change. Glossy Glaze, at $29 for 4 oz, is the shine product. If your color is fine but the finish looks flat, this is the one the brand points to for restoring salon-quality shine.
A useful rule of thumb from the launch's structure: start with the smallest commitment that addresses your problem. The brand itself emphasizes low commitment across all three, so the entry point matters less than choosing the right job.
What is actually at Target, and what is not
Three products, not the full portfolio. Per PR Newswire, dpHUE intentionally held back its wider range, which elsewhere includes a Root Touch-Up Kit, Color Dream, and its Apple Cider Vinegar collection. If you already use one of those, it is not part of this launch. The Target assortment is exactly: Gloss+ ($22, 3 oz), Glossy Glaze ($29, 4 oz), and Camo+ ($29, 0.49 oz).
Target Beauty Studio itself is a curated prestige space: 90 brands and more than 1,600 products across skincare, makeup, haircare, fragrance, bath and body, and nails, with dedicated Beauty Advisors and Target Circle offers, per the announcement. For a color-maintenance shopper, the practical takeaway is that an in-store advisor can help with selection, and the same assortment is on Target.com.
How to think about results and claims
Everything above about what these products do is the brand's own description, not an independent test. PR Newswire is the source, and the release is a company announcement. Treat phrases like "salon-quality" as the brand's positioning. The defensible reading is narrower and still useful: the products are positioned for gray coverage, color refresh, and shine, they are low-commitment formats, and the brand says results are visible from the first application.
That discipline applies to the rest of the routine too. What a label promises is a recurring question across beauty, and our guide to what a beauty label can and cannot promise covers how to read marketing language against what a product actually states. The same skepticism serves hair color as well as skincare. And if shine is the goal, finishing choices matter alongside treatment: our guide to hair oils and which ones actually do the work breaks down that end of the shelf. This connects to our earlier piece, Hair Oils Explained: Which Ones Actually Do the Work.
Why the move matters this season
The significance is distribution, not formulation. dpHUE has been available through prestige retailers and digital platforms; Target Beauty Studio puts the brand in front of what Pohlad called "a new generation of consumers who are looking for premium beauty solutions in a place they already love to shop," per PR Newswire. The launch also reflects the company's push to grow the premium hair color maintenance category under Chief Brand Officer and strategic investor Bethenny Frankel, whose focus the brand describes as education and storytelling.
What remains unknown is how the assortment performs at this price point and channel, and whether dpHUE expands the range at Target beyond these three franchises. The company has not said. For now, the practical read stands: three products, three jobs, one decision to make at the shelf.
