Virtue Labs Names Former Coty Executive Jose Luis Palacios the New CEO

Virtue Labs, the North Carolina-based hair care brand, announced it has appointed former Coty executive Jose Luis Palacios as the company’s new CEO, succeeding Melisse Shaban, the founder of Virtue Labs.

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Virtue Labs, a hair care brand based in North Carolina, has announced the appointment of Jose Luis Palacios as its new CEO. He will be taking over from the company's founder, Melisse Shaban. Melisse Shaban will remain involved with the company as an advisor to both the CEO and the Board.

Palacios has had a lengthy and successful career in the consumer brands industry, having held global leadership positions at Procter & Gamble, Coty, and most recently, Google. He has now joined Virtue as its new CEO.

Palacios started his career at Procter & Gamble in a commercial and sales leadership role in 1993. Then he worked for P&G for over 23 years. His last position in P&G was the regional president of prestige and luxury beauty in North America.

After 23 years in P&G, Palacios joined Coty as the vice president of category and global T. marketing color cosmetics in 2016 Oct. Then he was promoted to the CEO of Mexico and Latin American market in 2019 May and served as the global vice president of commercial excellence and governance of Coty’s consumer beauty from 2020 Jun to 2021 Jan.

John Rice, Chairman of Virtue said: "Jose Luis is a visionary leader, and an experienced operator, with a proven track record of driving growth and innovation in the consumer brands industry. He brings a wealth of experience and expertise to Virtue, and we are confident that he will lead us to new heights of success."

Palacios wrote in his LinkedIn account: “I am honored to be the CEO of Virtue Labs, a company that is transforming the hair care industry and improving the lives of millions around the world with its groundbreaking technology and incredible products.”

“I am driven by a desire to leave a positive impact on those around me and am passionate about promoting diversity and inclusion. I firmly believe that a diverse and inclusive workforce leads to innovation, creativity, and ultimately, greater success.” Palacios added.