UK Launch of Premium Haircare, Virtue
On Wednesday 26th September, Kilpatrick launched premium and innovative haircare brand, Virtue, in the UK. To mark the occasion, CEO & Founder, Melisse Shaban and VIP Celebrity Stylist and Creative Director, Adir Abergel flew over from the US to celebrate the launch of the brand in an intimate soiree held at Nicola Clarke’s prestigious salon in Fitzrovia.
Virtue is a one-of-a-kind haircare range comprising of an edited listed of care and styling products which all contain the brand’s innovative patented human keratin, Alpha Keratin 60ku®. When used continuously, Alpha Keratin 60ku®, promises to transform the health, quality and appearance of hair. Creative Director, Abergel, is a renowned celebrity hair stylist, who for close to 20 years, has been a fixture behind the scenes during award season and major red carpet events coiffing the tresses for an impressive list of Hollywood talent including: Jessica Biel, Lily James, Vanessa Kirby, Sienna Miller, Kiera Knightley, Emma Watson and many, many more.
The evening soiree attended by Shaban, Abergel and Clarke saw around 30 top tier press, influencers and industry experts come together to explore the Virtue collection, which is available at Nicola Clarke’s salon as well as Cult Beauty. The salon was transformed into a Virtue salon, dressed with product and complementary seasonal flower arrangements and its very own Virtue flower board. All guests left with the hero products from the collection to trial.