Palacios' previous jobs include global leadership positions at Procter & Gamble, Coty and, most recently, Google
Virtue Labs was founded in 2014
He will also join the board of directors, while Virtue's founder, Melisse Shaban, will continue to serve as an advisor to the CEO and the board.
“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,” said John Rice, Chairman of Virtue.
“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 joins Virtue after an extended career in the consumer brands industry, including global leadership positions at Procter & Gamble, Coty and, most recently, Google.
"I look forward to working with the talented team at Virtue to accelerate our growth and development across digital, retail and salon channels, in the US and Internationally, and to deliver exceptional value to our customers, consumers, partners and shareholders," added Palacios.
The appointment comes amid a new equity round of financing for Virtue, led by Combe Inc, its majority shareholder.
“I am excited for Virtue's future under Jose Luis’ leadership, and am delighted to continue supporting the growth and development of a brand that is having an incredibly transformative impact on the health of our consumers’ hair,” added Keech Combe Shetty, Executive Chair of Combe, Inc.