Jennifer Garner Virtue Labs

Virtue Labs is entering 2020 with some star power.

The two-year-old hair-care company announced today that Jennifer Garner will be its first celebrity voice. Virtue Labs is planning to expand both its sku count and distribution in 2020. Garner, who is also a Neutrogena ambassador, will aid in raising awareness of the brand and its Alpha Keratin 60ku technology.

The actress told WWD in an interview that she first discovered the products through her hairstylist, Adir Abergel, who is Virtue Labs’ creative director. Garner felt compelled to help the brand tell its story after seeing immediate results.

“As much as you think you don’t care, all girls care about having full, healthy hair,” Garner said. “I could instantly tell that this was filling out my hair and repairing a lot of damage. I believe in it so much and I want women to know these products exist. We have to help get the love out there for it.”

Garner and Abergel have worked together for the past 19 years. He is behind her highest-profile appearances and red-carpet moments.

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“When I became creative director of Virtue back in 2017, I naturally wanted to share all of these incredible products with my friends, family and clients,” Abergel said. “Much like my own experience with the brand, Jen became a fan after seeing the results on her own hair, which is why a partnership makes so much sense — she was already a consumer.”

Garner hasn’t yet collaborated with Virtue Labs on content or product — “there might be [product], my gosh, that would be so cool” — but intends on using her social media platforms to communicate brand messaging.

Melisse Shaban, Virtue Labs’ founder and chief executive officer, further explained the partnership as “content creation” and “helping Garner with her philanthropic efforts.”

“There’s primarily getting the word out and helping us grow and as we grow, committing to being a good steward, a good corporate citizen and lifting people up,” Shaban said.

According to industry sources, Virtue Labs has done about $20 million in sales since it launched. It is expected to do about $25 million in sales in 2020.

Virtue Labs has 20 sku’s and is planning to launch scalp health products and a curl platform in 2020, Shaban said.

“We let the technology and the protein lead us,” she said. “We have learned so much in the last two and a half years working with this protein.”

Virtue Labs is available in the U.S., the U.K., France, Australia, Canada and Mexico. In early 2020, it will launch at 100 Sephora doors.

“We started purely as an e-comm business,” Shaban said. “This is a really hard story to tell because everybody says the same thing about hair care. Because the science is so robust, we had to figure out a way to communicate to the consumer. Our e-comm site does about 40 percent of the total business. We take care of [the customer] and know her.”

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