One breakthrough scientific discovery changed hair care forever: the power of Alpha Keratin 60ku® - the core ingredient in every VIRTUE hair product.
Shampoos, conditioners, treatments & stylers are expertly crafted to transform the hair into its most beautiful, healthy state in as little as 5 uses.

One revolutionary ingredient. A lifetime of your best hair humanly possible.

FROM HEALING WOUNDED WARRIORS TO HEALING HAIR
Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.
There have been many moments of happenstance (and quite a bit of luck) on our journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.
We set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.

A DIFFERENT WAY OF DOING THINGS
Virtue is built by a team of believers, optimists, and do-gooders. VIRTUE LABS invest in innovation and detail.
And above all, VIRTUE takes much care to make a real, impactful difference, which means they only make products that deliver on what they promise.

VIRTUE IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.