Virtue Labs Strengthens US Retail Presence with Ulta Beauty Partnership

Virtue Labs, a leader in biotech hair care solutions, is expanding its US retail footprint with partner Ulta Beauty.

The brand will introduce its curated 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.

Brand officials call the partnership a “milestone step” in the brand’s growth strategy. The expansion into Ulta Beauty stores follows the successful launch of Virtue’s most advanced formula to date, Damage Reverse Serum, which was introduced earlier this year. The groundbreaking product features the highest concentration of Virtue’s bio-identical protein, Alpha Keratin 60ku, and works to instantly repair hair while protecting it from future damage.

A central ingredient found in every Virtue product, Alpha Keratin 60ku, is clinically proven to replenish keratin lost to daily damage, helping rebuild, restore and regrow hair to its most natural state, per the brand. In five washes, Virtue users see a dramatic improvement in their hair, including a 42% decrease in breakage.

Virtue Labs will be available to shop beginning June 28 in 350 Ulta Beauty stores in key markets, including Austin, Atlanta, Chicago, Dallas, Houston, Los Angeles, New York, Phoenix and San Diego and at Ulta.com.