What Virtue Labs does

Virtue Labs is a U.S.-based haircare company founded around 2015-2016 and headquartered in Raleigh, North Carolina, with a state-of-the-art manufacturing and laboratory facility in Winston-Salem, NC where its proprietary Alpha Keratin 60ku protein is extracted and bottled. The company's core technology is a 100% bio-identical keratin protein derived ethically from human hair (a byproduct of the wig industry) that is described as essentially identical to the keratin comprising roughly 90% of human hair; the clinical-grade iteration, Alpha Keratin 60ku CLINICAL, is a multi-patented 95/5 blend of alpha and gamma keratins used in the Flourish hair-growth line. Its product portfolio spans sub-brands organized by concern (Recovery, Full, Smooth, Curl, Scalp, ColorKick, Correct, Create, Refresh) plus the treatment-focused Flourish franchise addressing women's hair thinning and loss through both drug-free (Density Booster) and Minoxidil-based regimens, with the Damage Reverse Serum recognized as a TIME Best Invention of 2024. The company operates a hybrid distribution model consisting of a primary direct-to-consumer e-commerce site (virtuelabs.com) with a Subscribe & Save subscription offering 15% off, alongside a separate professional salon channel (virtueprofessional.com) serving stylists and salons, with international presence through import channels in markets including Saudi Arabia, Brazil, and France. Revenue mechanics blend one-time purchases ($14.50-$172 unit pricing), recurring subscriptions, and professional/wholesale salon sales, monetizing proprietary protein technology anchored by 80+ industry awards and celebrity-endorsed brand equity to a community of 600,000+ subscribers dominated by women seeking hair repair, volume, scalp health, and clinically validated regrowth.

Name

Virtue Labs

Legal name

Virtue Labs LLC

Website

https://virtuelabs.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Virtue Labs is a Raleigh, NC-based haircare company that sells clinically tested shampoos, conditioners, treatments, and styling products built on its proprietary Alpha Keratin 60ku bio-identical protein technology, targeting primarily women seeking hair repair, volume, scalp care, and the Flourish sub-brand's hair-thinning and regrowth regimens via DTC e-commerce, subscriptions, and a professional salon channel.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Conditioners & Hair Masks (CRABABAB), Professional Hair Styling & Finishing (CRABALAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Hair care products
• Keratin protein treatments
• Hair repair solutions
• Hair growth treatments
• Professional salon haircare

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through virtuelabs.com. Customers purchase products at listed retail prices with options for one-time purchase or subscription. Subscription model offers 15% discount with free shipping for recurring orders. Accepts credit cards, debit cards, PayPal, and AfterPay (pay-in-4 installments).
2. Professional Salon Channel: Separate professional website (virtueprofessional.com) for salon professionals and stylists. Products distributed through salon professionals who recommend and sell Virtue products to their clients.
3. Subscription Model: Subscribe & Save program offering 15% recurring discount on regular deliveries. Currently available for Flourish products. Free shipping on subscription orders within U.S. (excluding AK, HI, PR). Subscription customers receive notifications 5 days before shipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Virtue Labs manufactures and sells haircare products built around its patented Alpha Keratin 60ku, a 100% bio-identical protein derived from human hair. The portfolio includes shampoos, conditioners, treatments, styling products, and the Flourish line targeting women's hair thinning and loss (both drug-free and 5% Minoxidil regimens). Products are sold via DTC e-commerce (virtuelabs.com), a separate professional salon site (virtueprofessional.com), and through salons/retail partners.

Product overview

Virtue Labs is a hair care company built around its proprietary Alpha Keratin 60ku® technology—a 100% bio-identical protein derived from human hair that binds to damaged areas and repairs hair. The core product portfolio includes shampoos and conditioners (Recovery, Full, Smooth, Curl, and Scalp Remedy lines), styling products (6-in-1 Styler, Healing Oil, Damage Reverse Serum, leave-in conditioners, dry shampoo, texturizing products), and treatments (Restorative Treatment Mask, Exfoliating Scalp Treatment). The brand also operates a sub-brand called Flourish® specifically designed for women's hair loss, offering drug-free solutions (Density Booster) and Minoxidil-based treatments, plus specialized products like the Flourish Brow Density Booster and MANTA® brush. All products share the common thread of Alpha Keratin 60ku® technology, with the clinical-grade Alpha Keratin 60ku Clinical® used in the Flourish hair growth line. The company is headquartered in Raleigh, NC with manufacturing in Winston-Salem, NC.

Differentiator

Problem solved

Functional benefit

Brands

• Flourish: A product line specifically developed for women experiencing hair thinning or loss, featuring drug-free and minoxidil-based treatment regimens.
• Recovery
• Full
• Smooth
• Curl
• Scalp
• ColorKick
• Correct
• Create
• Refresh

Products and services

• Recovery Shampoo A gentle cleansing shampoo formulated for dry, damaged hair that works with Alpha Keratin 60ku to repair and restore hair health.
• Recovery Conditioner Deep hydration conditioner that restores softness and strength to damaged hair using Alpha Keratin 60ku technology.
• Full Shampoo Cleanses, lifts roots, and adds volume to fine, flat hair using Alpha Keratin 60ku and nourishing ingredients for maximum movement and bounce.
• Full Conditioner Conditions, adds volume, and boosts body for hair that needs maximum movement, volume, and bounce.
• Damage Reverse Serum A flagship treatment that repairs damage and prevents breakage using Alpha Keratin 60ku technology, sealing 98% of split ends after one use; recognized by TIME as a 2024 Best Invention.
• Restorative Treatment Mask Deeply conditions and restores hair using Alpha Keratin 60ku for intensive repair and hydration.
• Healing Oil Repairs, strengthens, and adds shine to hair using Alpha Keratin 60ku in a lightweight oil formula.
• 6-in-1 Styler Softens and adds shine for blowouts and air-dry styles, providing multifunctional styling benefits in one product.
• 6-in-1 Styling Paste Builds texture and volume with a creamy paste format that emulsifies between fingertips into a paste-pomade hybrid with humidity-resistant hold.
• Overnight Scalp & Hair Elixir Restores scalp and hair overnight, designed to improve scalp health and promote hair growth. Favored by celebrities including Jennifer Garner, Nicole Kidman, and Charlize Theron.
• Strength & Shield Leave In Conditioner Detangles, heat protects, and prevents damage in a leave-in conditioner formula.
• Smooth Shampoo Cleanses while smoothing frizz for those seeking anti-frizz solutions.
• Smooth Conditioner Hydrates, smooths, and fights frizz for smooth, manageable hair.
• Un-Frizz Cream Smooths and strengthens with heat protection for frizz-free styling.
• Frizz Block Smoothing Spray Blocks humidity, smooths, and heat protects to prevent frizz in humid conditions.
• Curl Shampoo Gently cleanses curls, smooths, and defines curl patterns.
• Curl Conditioner Detangles curls, hydrates, and fights frizz for defined, manageable curls.
• Curl-Defining Whip Defines curls with a lightweight styling product for curl enhancement.
• Scalp Remedy Shampoo Balances the microbiome and nourishes the scalp while gently cleansing, refreshing, and hydrating hair using Alpha Keratin 60ku Clinical.
• Scalp Remedy Conditioner Optimizes and balances scalp pH, creates a healthy microbiome, hydrates, and nourishes from roots to ends.
• Exfoliating Scalp Treatment Gently exfoliates and removes buildup from the scalp for a clean, healthy scalp environment.
• Refresh Dry Shampoo Lightweight, invisible dry shampoo that removes build-up, oil, and odor while reviving style. Color-safe, paraben-free, gluten-free, vegan, and cruelty-free.
• Leave-In Conditioner Purifying leave-in conditioner spray for detangling and lightweight hair hydration.
• ColorKick De-Brassing Shampoo Neutralizes brass and brightens color-treated hair to maintain vibrant color.
• ColorKick Illuminating Mask Hydrates and boosts color vibrancy for color-treated hair.
• Volumizing Primer Primes, boosts volume, and provides heat protection as a lightweight mist focused on delivering volume at the root.
• Volumizing Mousse Thickens, adds body, and flexible hold with a pliable, lightweight, non-sticky foam that delivers body, bounce, and volume for fine hair.
• Texturizing Spray Builds texture and volume for enhanced styling versatility.
• Flourish Shampoo for Thinning Hair Specially developed for women with thinning hair, cleansing scalp for healthy growth using Alpha Keratin 60ku Clinical protein and scalp-stimulating actives.
• Flourish Conditioner for Thinning Hair Thickens and nourishes fragile hair with Alpha Keratin 60ku Clinical and lightweight silicones for improved slip and combability.
• Flourish Mask for Thinning Hair A whipped, creamy yet weightless treatment formulated for thinning textures that strengthens strands and supports healthy hair growth while hydrating.
• Flourish Density Booster Supports thicker, healthier hair growth using Alpha Keratin 60ku Clinical plus stimulating plant-based extracts and high-performing peptides. A drug-free hair growth solution.
• Women's 5% Minoxidil Foam FDA-approved hair regrowth treatment for women containing 5% Minoxidil that reactivates follicles and stimulates regrowth. Used once daily.
• Hair Rejuvenation Treatment (Drug Free) A clinically proven, drug-free system that thickens, repairs damage, and supports healthy new hair growth using the Density Booster regimen.
• Hair Growth Treatment (Minoxidil 5%) A clinically proven Minoxidil-based regimen designed to help reactivate follicles, support scalp health, and promote thicker-looking hair.
• Flourish Brow Density Booster Promotes fuller-looking brows using Alpha Keratin 60ku Clinical protein plus stimulating plant-based extracts, peptides, and Red Clover Flower Extract. 88% saw new growth after 8 weeks.
• Flourish Thickening Styling Treatment Boosts volume and body as a thickening styling treatment for thinning hair.
• Flourish Volumizing Styler for Thinning Hair Liquid-to-foam format styler designed for Flourish users; the lightest weight volumizing formula with growth actives to support Flourish regimens.

Quantifiable outcome

• 98% of split ends sealed after just one use of Damage Reverse Serum
• +6 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Tim Binnington (Manta Inventor)minorStrategic or Co-development PartnerTim Binnington created the Manta brush for his wife who lost her hair due to illness. With 25 years of hairdressing experience, he developed the flexible brush technology. Virtue partnered to offer the Manta brush as part of their Flourish hair growth regimen, specifically designed for fragile, thinning hair.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Davines: Davines is an Italian, family-owned professional haircare brand sold through salons worldwide with a sustainability-led brand story. It competes directly with Virtue in professional backbar, sustainability positioning, and DTC retail for premium-conscious consumers.
• Amika: Amika is a professional-grade, design-forward haircare brand distributed through salons, Sephora, and DTC. It targets the same younger prestige haircare consumer as Virtue with overlapping shampoo, treatment, and styling categories at similar price points.
• Briogeo: Briogeo is a clean, ingredient-credentialed prestige haircare brand distributed primarily via DTC and Sephora retail. Its clinically-positioned, ingredient-transparent marketing and category-spanning portfolio (repair, volume, scalp, curl) directly competes with Virtue in mid-$20 to $60 price tiers.
• R+Co: R+Co is a professional prestige haircare brand sold primarily through salons and DTC, offering shampoos, conditioners, and styling products with a design-led, editorial brand voice. Its professional channel overlap and styling-category portfolio are highly comparable to Virtue Professional.
• Living Proof: Living Proof is a science-led prestige haircare brand founded on proprietary protein and polymer technologies, sold through salons and DTC. Its patented technology positioning, salon channel, and DTC-first distribution closely parallel Virtue Labs' Alpha Keratin 60ku approach and Flourish regimen business.
• Olaplex: Olaplex is the most direct competitor to Virtue Labs in prestige hair repair built around patented bond-building chemistry. Both brands use proprietary technology narratives, sell through professional salons plus DTC, and target damaged-hair consumers; both were previously named alongside each other as prestige DTC entrants in Saudi Arabia.

Broad incumbents

• Moroccanoil: Moroccanoil is a global prestige haircare brand built around its signature argan oil treatments and a strong professional salon channel. It sells similar shampoo, conditioner, treatment, and styling categories that overlap with Virtue's Recovery, Full, and Smooth collections at comparable price points.
• Oribe Hair Care: Oribe is a luxury salon haircare brand positioned at ultra-premium price points across shampoos, treatments, and styling. It serves the same prestige salon professional channel and overlapping consumer demographic that buys Virtue's Recovery and Correct lines.
• Pureology: Pureology is a L'Oréal-owned prestige, professional color-care haircare brand focused on sulfate-free formulas for color-treated hair. It overlaps with Virtue's ColorKick line, Scalp care, and professional salon channel targeting similar stylists and consumers with comparable price points.
• Kérastase (L'Oréal): Kérastase is the prestige salon haircare incumbent owned by L'Oréal, offering shampoos, conditioners, scalp treatments, and hair-loss regimens (e.g., Densifique). It competes with Virtue in the same salons and serves similar prestige haircare consumers across all of Virtue's categories including professional backbar and retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/virtuelabs
• Facebookfacebook.com/virtuelabs
• Instagraminstagram.com/virtuelabs
• Pinterestpinterest.com/virtuelabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds6 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Virtue Labs