Home / Business and Economy / Frankel's "Bethenny Effect" Fuels dpHUE Acquisition
Frankel's "Bethenny Effect" Fuels dpHUE Acquisition
30 Jun
Summary
- Bethenny Frankel acquired majority stake in dpHUE haircare.
- She will serve as Chief Brand Officer overseeing marketing.
- Frankel applies her "Bethenny Effect" strategy to scale brands.
Bethenny Frankel has acquired a majority stake in the haircare brand dpHUE, where she will assume the role of Chief Brand Officer. This move signifies her strategic shift from creating brands to investing in and scaling existing ones with untapped potential.
Frankel’s strategy, termed the "Bethenny Effect," involves refining a brand’s message and smoothing its operations. She had previously declined numerous opportunities in the beauty sector due to a lack of genuine differentiation.
Her interest in dpHUE was sparked by her personal hair health journey and the brand's effective at-home hair color and apple cider vinegar scalp care products. Frankel believes in the importance of scalp health for overall hair quality.
She asserts that the era of viral marketing is over, with consumers now prioritizing clear value propositions, tangible results, and straightforward guidance. Frankel is actively involved in dpHUE's marketing, messaging, and product development.
Frankel also stresses the importance of founders prioritizing business growth over personal fame and being open to external guidance. She applies a rigorous investment criterion, evaluating founders, categories, business fundamentals, and financial viability before committing significant ownership, treating such partnerships like her own children.
