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Virtue’s Melisse Shaban Talks Explosive Growth of Her Brand

Virtue Labs is on a torrid growth path, taking its hair-care line that targets and treats underlying damage to hair, well beyond its direct-to-consumer roots. Additionally, the brand just named celebrity colorist Nicola Clarke as a brand ambassador.
Industry sources estimate the brand is on track to deliver $20 million in revenue in 2019.
“Growth is strong for us now because the products are really resonating with the women and the stylists who use them,” said company founder and chief executive officer Melisse Shaban. “The technology in these products is transformational — when you use Virtue you really see and feel a difference in your hair. And the more damaged your hair is to begin with, the better your results will be,” she added.
Here, Shaban discusses the newest developments in the less than two-year-old brand.
WWD: Can you discuss your new distribution?
Melisse Shaban: We’re on a real growth curve with distribution right now. We entered 30 Bluemercury stores this past summer, and that number has now grown to 70 stores, with more to come next year. We will also be entering Neiman Marcus online and in 10 of their Trending Beauty stores in January. In addition, we’re now in 250 salons, and that number

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Via:: https://wwd.com/beauty-industry-news/hair/shaban-talks-explosive-growth-1202925946/