Melisse Shaban, Founder & CEO, Virtue Labs

Frank Terry



Melisse Shaban is a strategist and marketer of innovative retail concepts, primarily in the health and beauty industry.  With more than 25 years of experience in consumer applications, she has demonstrated expertise in skin care, hair care, retail operations, and molding medical service concepts into viable consumer brands.

In 2012, she encountered a new technology, born from regenerative medicine research, with remarkable application for the repair and care of hair, skin, and nails.  That technological breakthrough, called Alpha Keratin 60ku®, led her to found Virtue Labs, which holds exclusive license to this technology for cosmetic purposes.  Virtue®, its debut hair care line, launched in February 2017. 

Prior to Virtue, she served as CEO of some of the most innovative brands in the cosmetics industry, including StriVectin, the largest independent prestige anti-aging skin care brand in America, Frédéric Fekkai, a leading prestige hair care and salon brand, and Niadyne, Inc., a company dedicated to the discovery and development of topical products for the treatment and prevention of sun damage to the skin.  As CEO of StriVectin, she and her team successfully transformed the company from a blockbuster item business to a globally distributed, clinically active anti-aging skin care brand.  As CEO of Fekkai, she oversaw double-digit year-on-year growth, leading to the acquisition of the brand by the Procter & Gamble Company.

Her previous roles included a variety of leadership positions for globally known companies, including serving as Chief Operating Officer & General Manager of the U.S. Division of The Body Shop, the global beauty retailer, and General Manager of the Aveda Corp.  She began her career as an Account Director with Revlon, where she was responsible for product development for department store distribution.


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