Bethenny Frankel has acquired a stake in DpHue, an at-home hair color and care brand, and assumed the role of chief brand officer, signaling an immediate intent to "reshape, remarket, and remessage the brand," according to WWD. This multi-faceted involvement, announced on June 29, 2026, extends beyond typical celebrity endorsements.
Celebrity involvement in brands usually means endorsement deals, but Bethenny Frankel has taken a deep operational and investment role in DpHue, signaling a complete brand overhaul. This move shifts the traditional celebrity-brand relationship from passive promotion to active, equity-backed leadership.
Based on Frankel's proven track record and her stated intent to "reshape" DpHue, coupled with aggressive sales projections, this partnership is likely to set a new precedent for celebrity-led brand transformation and significantly disrupt the at-home beauty market.
A New Model for Celebrity Brand Engagement
Bethenny Frankel's appointment as Chief Brand Officer, Investor, and Strategic Partner at DpHue, confirmed by Morningstar and Fashionista, signals a profound shift. This multi-hyphenate role moves beyond typical celebrity endorsement, integrating her personal brand and business acumen directly into DpHue's core strategy. It establishes a new precedent for celebrity engagement, demanding active leadership and equity-backed commitment rather than passive promotion.
Frankel's Vision and Projected Impact
DpHue projects a 32 to 40 percent increase in year-over-year net sales, coinciding with Frankel's announcement, according to WWD. This aggressive forecast directly links to Frankel's explicit intent to "reshape, remarket, and remessage the brand." Her significant operational control and equity stake mean she assumes direct accountability for brand performance, moving beyond traditional paid promotions to vested, hands-on leadership. This challenges competitors in the at-home hair color market, forcing a reevaluation of conventional marketing strategies against a model prioritizing aggressive, celebrity-led brand transformation.
If Frankel's operational strategy at DpHue achieves its aggressive sales targets, it will likely compel other beauty brands to reconsider traditional endorsement models, potentially reshaping the competitive landscape by 2027.
What is DpHue?
DpHue is a beauty company specializing in professional-grade products designed for at-home hair color and care. The brand focuses on providing solutions for maintaining color, covering roots, and overall hair health outside of salon visits.
What other investments has Bethenny Frankel made?
Bethenny Frankel founded the Skinnygirl lifestyle brand, encompassing food, beverages, and other consumer products. She sold the Skinnygirl Cocktails division to Beam Global in 2011, reportedly for an estimated $100 million, a historical transaction.
What does Bethenny Frankel do now?
Beyond her new role at DpHue, Bethenny Frankel actively manages her BStrong disaster relief initiative, which provides aid during global crises. She also maintains a significant media presence through her podcasts and social media platforms, focusing on business and lifestyle advice.
