Minnesota-based Donna Pohlad was fed up with going to the salon to get her roots touched up—but instead of heading for the scary drugstore color aisle, she did a deep-dive into the best colorists in the biz and found Justin Anderson (who tends to the strands of, oh, Emma Roberts and Jennifer Aniston). Together, they launched dpHUE, a line to improve the home strand makeover experience, in 2011, and the duo quickly saw two of their products, a gunk-dissolving rinse and a leave-in conditioner, take off among clients with and without dye jobs.
The main ingredient, apple cider vinegar, is distilled in small batches by a guy in the Midwest who, says Donna, “sells mainly to high-end restaurants and thought we were joking when we first called him.” Thing is, ACV (for those in the know) has a pretty cultish follicle following. But there’s one problem: “It strips impurities out of the hair, but that can be very drying,” says Justin. “Our rinse is really souped-up with moisturizers, so your hair is really clean but also really soft.” Other benefits: color-fastness, scalp health, and, judging by the heads that come out of dpHUE’s two color-only salons in Minneapolis and Los Angeles luster. Just let your shampoo down easy, ok?