VIRTUE LABS IS HERE!

Six years ago, the founders of Virtue came across something extraordinary, one ingredient that changed everything - Alpha Keratin 60ku®. Scientists had found a new way to collect Keratin in its pure form, exciting because our bodies recognize it as our own, and that makes it really powerful. It’s pulled to where it's needed, strand by strand, smoothing, resurfacing and filling in cracks of damage.

The brand is inspired by a mission to give everyone their best hair scientifically possible. All Virtue’s products are free from sulphates, parabens, phthalates and other damaging ingredients. They empower people by radically improving the health, quality, and appearance of their hair.

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Discovery

Six years ago, they came across something extraordinary. A group of bio-scientists had found an entirely new way to collect Keratin in its pure form. This incredible protein makes up 90% of our hair, skin and nails. They had discovered Alpha Keratin 60ku®.

Breakthrough

What excites Virtue Labs about Alpha Keratin 60ku® is that our bodies recognize it as our own, and that makes it really powerful. It’s pulled to where it's needed, strand by strand, smoothing, resurfacing and filling in cracks of damage.

Vision

They are inspired by a vision to give everyone their best hair scientifically possible. To empower them to radically change the health, quality and appearance of their hair, and by doing so, change the way they look and feel forever.

HAIR CARE

Extraordinary shampoos and conditioners that rebuild and restore with each use. 

RECOVERY SHAMPOO

RECOVERY CONDITIONER

FULL SHAMPOO

FULL CONDITIONER

SMOOTH SHAMPOO

SMOOTH CONDITIONER

Flourish Shampoo

Flourish Conditioner

CURL SHAMPOO

CURL CONDITIONER

TREATMENTS

SPLIT END SERUM

HEALING OIL

6-IN-1 STYLING PASTE

CURL-DEFINING GEL

All Your Virtue Labs Questions, Answered!

Virtue's Alpha Keratin 60ku® is pure keratin in its native form—whole, unbroken, fully functional—recognized and accepted by the body as its own. Other hydrolyzed keratins are fractured and diluted with other ingredients that decrease their functionality.

Alpha Keratin 60ku®, which all of their products are powered by, is an extraordinary, first-of-its-kind, multi-patented protein that is virtually identical to the keratin that makes up nearly 90% of our hair, skin, and nails. It is derived from human hair and welcomed by the body as its own, adapting strand by strand to forever change the health, quality, and appearance of your hair.

Absolutely. Virtue products will actually enhance the richness of your color while they repair your hair. All of their products are free of color-stripping sulfates. They also help fight color fade. By making hair stronger, hair is able to better hold moisture and color molecules. Whereas dry, damaged hair loses color molecules quicker than healthy, moisture-balanced hair.

Virtue also formulates their own shampoos and conditioners with optimal PH levels to help fight color fade. The higher the PH, the more the hair shaft expands or opens, hence, leaching color with every wash. Their shampoo + conditioner PH levels are low enough (between 5.5–6.75 PH) to be considered acidic (7.0 PH is neutral), helping hair retain vibrant color longer.

Virtue products all utilize functional fragrances that contain essential oils and extracts that are dual purpose. These fragrance notes not only create a beautiful and luxurious aroma, but they also contribute as performance ingredients that benefit the hair.

All hair types and textures. Virtue has cracked the code for healthy hair. Virtue products address the cause, so that no matter what your hair “type,” you’ll get healthier, more beautiful hair. With Alpha Keratin 60ku®, a patented, self-regulating protein recognized by the hair as its own, Virtue targets and treats the underlying damage—the root cause of every major hair issue.

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