DpHue has named Beth Spruance Bennett as Chief Executive Officer. Founded in 2011 by entrepreneur Donna Pohlad, dpHUE is a hair care company dedicated to helping consumers maintain their hair color at home, with products such as a root touch-up kit and a pigment-enriched gloss. The brand hit its stride in 2016 when it launched in all Ulta Beauty stores, on Ulta.com, Sephora.com, and its direct to consumer platforms.

Beth has more than 20 years’ global experience in the beauty industry, specializing in strategy, branding and innovation. Most recently, Beth was Vice President of Global Product and Promotional Marketing & Consumer Engagement inclusive of Digital, Social, CRM, and PR initiatives at The Estee Lauder Cos.’ Origins. Prior to Origins, Beth held various roles in Global Marketing at Clinique, most recently acting as Vice President of Marketing for Europe, the Middle East, and Africa.

During the past few months, the brand experienced 100 percent sales growth accelerated by the COVID-19 outbreak in March.

“My goal is to take this organic need, and new customers generated during this time, and to build on that, as well as to build on the partnerships we have formed with salon professionals [via the commission program on the dpHUE Pro App],” said Beth of her most pressing responsibilities.

Martin Okner, President and COO, said, “Beth is a visionary, and talented executive with a deep understanding of marketing, consumer needs and experience. I look forward to working with her very much as we enter our next phase of growth.”

The company is best known for its Root Touch-up Kit; pigment-enriched Gloss+; and Color Touch-up Spray enhance hair color. The brand’s bestselling Apple Cider Vinegar collection, including its signature product ACV Hair Rinse, looks to promote healthier hair without stripping it of its natural oils and compromising color. Co-founder and celebrity colorist, Justin Anderson, has played an instrumental role in engaging with the salon community and establishing dpHUE as a trusted brand amongst hair professionals.