Virtue Labs, a biotech haircare brand based in North Carolina, has recently announced a new distribution deal with Ulta Beauty. This partnership will bring Virtue’s patented Alpha Keratin 60ku technology to 350 Ulta Beauty locations by the end of the month, with the full assortment also available online at Ulta.com.
According to Virtue Labs CEO Jose Luis Palacios, this deal is a significant step in the brand’s growth strategy. The brand is dedicated to helping people achieve their healthiest hair by offering innovative formulas that improve the health and quality of hair permanently. By teaming up with Ulta Beauty, known for its commitment to quality and high-performing products, Virtue Labs aims to make its products more accessible to consumers nationwide.
The range of products that will be available at Ulta Beauty includes a variety of shampoos, conditioners, stylers, and treatments for all hair types. Additionally, Virtue’s Flourish line, specifically designed to combat hair loss and thinning, will also be part of the in-store assortment.
Penny Coy, senior vice president of merchandising at Ulta Beauty, expressed excitement about expanding the partnership with Virtue Labs. She mentioned that Ulta Beauty guests have already been engaging with Virtue’s online assortment for several years, and they are looking forward to introducing the science-backed products to new guests in key markets. The goal is to offer targeted haircare solutions that help individuals achieve their hair goals and enhance their beauty routines.
In 2019, Virtue Labs enlisted the help of award-winning actress and entrepreneur Jennifer Garner as the face of the brand. Garner’s involvement has helped increase brand awareness and appeal to a wider audience of beauty enthusiasts.
Overall, the partnership between Virtue Labs and Ulta Beauty signifies a positive step forward for both brands. With a focus on science-backed products and a shared commitment to quality, this collaboration is sure to benefit consumers looking for effective and innovative haircare solutions.
