Virtue Labs announced it is expanding its U.S. retail footprint with partner Ulta Beauty. The brand is bringing its clinically proven, patented, and bio-identical Alpha Keratin 60ku technology to haircare lovers, to shop in-store at the end of this month. This is a milestone step in the brand's growth strategy, providing new and existing fans with a premier beauty destination to discover Virtue's transformative, healthy-hair products.

Virtue will introduce its and curated assortment of bestselling shampoos, conditioners, stylers, and treatments into 350 Ulta Beauty locations, 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 breakthrough Virtue Flourish line, specifically formulated to combat hair loss and thinning, with 97% of users seeing new hair growth after just three months. 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.

This product features the concentration of Virtue's bio-identical protein, Alpha Keratin 60ku, and works to instantly repair hair while protecting it from future damage. central ingredient found in every Virtue product, Alpha Keratin 60ku is clinically proven to replenish keratin lost to daily damage, ultimately helping rebuild, restore, and even help regrow hair to its healthiest, most natural state by repairing it from the inside out. In just five washes, Virtue users see a dramatic improvement in their hair, including a 42% decrease in breakage, along with: 95% split end reparation, 22% increase in strand thickness, 138% increase in color vibrancy, 67% reduction in frizz.