Verb

An Austin-based hair stylist and his co-founders set out in 2013 to prove that high-quality salon hair care could be priced at under $20 per bottle. Most prestige competitors called the positioning impossible. The brand reached mass scale inside five years. Bryce Cleveland and co-founders launched VIRB in Austin, Texas in 2013 with a specific price constraint. Every bottle had to retail at under $20, a price point that prestige hair hair brands considered incompatible with salon grade formulation. Cleveland had worked with professional chemists to identify where luxury hair care was capturing margin that did not translate to customer value and designed VIRB to remove it. Simpler packaging, direct manufacturer relationships, and reduced retail markup brought the price down without materially compromising the formulas.