Virtue Labs, LLC

Virtue Labs, LLC focuses on high-performance hair care products utilizing their patented Alpha Keratin 60ku® for effective restoration and protection of hair health. Established in 2013 and headquartered in Raleigh, US, Virtue Labs, LLC offers advanced hair care solutions. Founders Lori Dreischmeier and Melisse Shaban have pivoted the company towards a direct-to-consumer model, raising USD 28. 60 mn in their latest funding round in December 2020, through Series C funding led by Combe Incorporated.

The company has engaged in a series of five investment deals since its inception, with the most recent deal recorded on December 1, 2020. Virtue specializes in high-performance hair care products centered around their patented ingredient, Alpha Keratin 60ku®. Their core offerings include a range of shampoos, conditioners, and treatment serums designed to repair and protect hair at a molecular level. The flagship product, Damage Reverse™ Serum, promotes strand resilience and is complemented by other items like the NEW Scalp Remedy Shampoo & Conditioner.

Virtue targets a diverse clientele that encompasses individuals with various hair types and textures, providing transformative care solutions that address issues such as damage, dryness, and overall hair health. Their products are sold in multiple geographical markets, including North America, Europe, and select regions in Asia, ensuring accessibility to a broad customer base seeking effective hair care solutions. Virtue operates a direct-to-consumer model that allows customers to purchase products through subscription plans or one-time purchases. The company offers a 15% discount on initial orders, with additional savings available for subscription services that deliver curated product selections regularly.

Transaction structures include both individual sales and subscription-based models, where customers can opt for installment payments using services like PayPal or AfterPay. The product lineup features essential items such as the Damage Reverse™ Serum and various shampoos and conditioners, catering to both individual consumers and potential partnerships with retailers. This structured approach to sales fosters customer loyalty while providing a steady revenue stream through repeat business and subscription renewals. Virtue Labs plans to leverage its recent funding of USD 28.

60 mn to develop new hair care products and expand into additional markets. The company aims to introduce new innovations in 2023, focusing on enhancing its product lineup. Additionally, they are targeting expansion in European and Asian markets by 2024, aiming to increase their global footprint and customer base.