Virtue Labs, A Biotech Haircare Brand, Signs Distribution Agreement With Ulta Beauty

Virtue Labs

Virtue Labs, a biotech haircare brand, recently announced that it has signed a distribution agreement with Ulta Beauty, a leading U.S. beauty retailer. This new partnership will give Virtue Labs access to Ulta Beauty’s customer base and is expected to further increase brand awareness and sales.

Virtue Labs is known for its science-based haircare products using its proprietary Alpha Keratin 60ku protein. In particular, the “Flourish” collection, which focuses on thinning hair and hair loss, was well received by many consumers and raised brand awareness. According to the company, 97% of users of this “Flourish” collection reported experiencing new hair growth in just three months.

This partnership with Ulta Beauty follows the success of Virtue Labs’ most advanced formula, Damage Reverse™ Serum, launched earlier this year. The serum contains the highest concentration of Alpha Keratin 60ku®, Vertu’s bioidentical protein, and can instantly repair hair while protecting it from future damage. These best-selling shampoos, conditioners, styling products, and treatments will be introduced in 350 Ulta Beauty stores, and the entire line will be available on

“We are honored to bring Virtue into Ulta Beauty stores and further strengthen our existing partnership,” commented Jose Luis Palacios, CEO of Virtue Labs. “At Virtue, we are passionate about helping people achieve their healthiest hair possible by introducing innovative formulas that do what no other beauty products can: improve the health and quality of your hair forever. Joined with Ulta Beauty’s commitment to quality, high-performing products, we are thrilled to make Virtue more accessible to consumers nationwide.”

Penny Coy, senior vice president of merchandising for Ulta Beauty, also added: “We are excited to expand on our existing partnership with Virtue Labs, offering the efficacious haircare brand in select stores nationwide. Our guests have been engaging with the brand’s online assortment for several years now and we’re looking forward to partnering in this next phase of growth, introducing the science-backed products to new guests in key markets. Together, we will continue on our shared mission of offering beauty enthusiasts targeted haircare solutions that allow them to achieve their hair goals. We can’t wait for new and existing guests to discover the assortment and enhance their beauty routines, ahead of summer and beyond.”

The Vertu Labs products will be available at 350 Ulta Beauty stores in major markets including Austin, Atlanta, Chicago, Dallas, Houston, Los Angeles, New York, Phoenix, and San Diego, and at beginning June 28, 2024.

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