Color Care.
Healthy Hair.



Founded by Donna Pohlad and A-list celebrity stylist Justin Anderson as seen in E! Entertainment’s Very Cavallari, dpHUE was looking for an innovative way to market their revolutionary hair care products.

dpHUE Preview

dpHUE has been at the cutting edge of improving the way women color and care for their hair in between salon visits. To help reach a new audience, we partnered with dpHUE to design and develop a new Ecommerce experience powered by Shopify Plus.

dpHUE - Wavy Hair

illcreative’s Role

  • Shopify Plus
  • Information Architecture
  • UX/UI Design
  • Back-End Development
  • Front-End Development
  • Ongoing Maintenance

The key to this project was creating a platform for dpHUE that was flexible enough to keep up with the shifting trends in haircare. Detailed Product pages and a social-focused Blog offer a mix of education and entertainment while looking into Justin’s style and techniques while he works his magic from the dpHUE House in Los Angeles.

That’s a clever solution. Thanks for implementing.

Mark Ferdman
Chief Marketing Officer

A custom Hair Quiz easily identifies your hair type and zeros in on the products that will work best for you. Detailed recommendations can be saved to your customer profile removing all the guesswork so you can shop with confidence.

How do I look?

A flexible CMS for keeping pace with the latest marketing initiatives and trends.

dpHUE Homepage

For any hair color

A custom quiz puts recommended products in the customer’s cart for no hassle sales opportunities.

dpHUE Quiz Animation

Find the right shade

In-depth product descriptions, how-to videos and customer reviews illustrate product benefits.

dpHue ACV Product Page


First Aid for
When Fun