Virtue Labs inks distribution deal with Ulta Beauty

Biotech haircare brand Virtue Labs announced on Monday it is expanding its U.S. retail footprint with partner Ulta Beauty.

The North Carolina-based brand is bringing its patented, bio-identical Alpha Keratin 60ku technology to Ulta Beauty at the end of the month. The deal marks a significant step in the U.S. brand’s growth strategy, according to a press release.

“We are honored to bring Virtue into Ulta Beauty stores and further strengthen our existing partnership,” shares Jose Luis Palacios, CEO, 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.”

Virtue will introduce its assortment of shampoos, conditioners, stylers, and treatments into 350 Ulta Beauty locations on June 28, with the full assortment available on Ulta.com. The in-store range will feature regimens for all hair types, as well as the brand’s Virtue Flourish line, specifically formulated to combat hair loss and thinning.

“We are excited to expand on our existing partnership with Virtue Labs, offering the efficacious haircare brand in select stores nationwide,” said Penny Coy, senior vice president of merchandising, Ulta Beauty.

“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.”

In 2019, Virtue Labs recruited award-winning actress and entrepreneur, Jennifer Garner, as the face of its biotech hair care brand.