By  on May 10, 2018

Just 13 months old, Virtue Labs is expanding beyond its direct-to-consumer roots. Virtue, a hair-care line that targets and treats underlying damage to tresses, added HSN in December. Later this month, Virtue comes full circle with the launch of 30 Bluemercury physical doors.

DTC, explained Melisse Shaban, founder and chief executive officer of Virtue Labs, was the perfect launchpad because the platform afforded the chance to tell a relatively complicated story. Shaban, the former ceo of Strivectin Operating Company and Frédéric Fekkai, wasn’t planning on spearheading another beauty company when she came across work that was being done to harvest keratin from human hair.

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