Hair care brand Virtue announces the launch of its most clinically tested damage reverse serum to date.
This serum is a daily treatment that contains the brand’s hero technology Alpha Keratin 60Ku, plus a variety of peptides, Tremella mushrooms, and a photoprotective complex. Retail price will be $60.
According to Virtue, this serum can reduce hair breakage by half and repair 98% of split ends in just one use.
Virtue CEO Jose Luis Palacios said immediate, visible results are an important part of the brand’s marketing strategy. “Seeing is believing, especially in such a crowded category where consumers are receiving so many messages,” he says. “We look forward to further expanding his distribution and social media campaigns, and before and after with partner Jennifer Garner and creative director Adir Abergel.”
The launch of Virtue’s serum follows the success of other leading hair health products by Olaplex and K18, both of which feature unique technologies.
Palacios said the ingredients driving Virtue’s launch are “biologically identical to our hair. Because they mimic the natural structure of human hair, they offer benefits beyond traditional keratin therapy.” damage can be repaired.”
Hair care is a growing category within beauty. According to Circana, Prestige Hair Care will grow by 14% in the US in 2023. Industry officials expect Virtue’s sales to reach $70 million to $80 million this year.
Palacios did not comment on sales forecasts, but said consumer loyalty to the brand gave him confidence. “97% of consumers have recommended Virtue to a friend. This level of loyalty and trust in the brand speaks for itself,” he said. “Damage His Reverse is built on our bioscience foundation and contains the highest concentration of Alpha He Keratin 60Ku, making it an important product for Virtue as it will undoubtedly become a foundational product in our portfolio. It will be a milestone.”
Palacios is also pursuing this launch broadly, starting in the US, Canada, EU, Australia, and New Zealand, with plans to expand later into Southeast Asia and the Middle East.
“We have direct-to-consumer capabilities where we can have one-on-one conversations with consumers, and we will leverage that,” he said. “Our salon ambassadors play a fundamental role as well, and we maintain a strong presence in our 1,500 salons across the country. They play an important role in educating our communities.”