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Virtue

Virtue

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.

Virtue® 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.

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

  • Virtue® Full Shampoo Shampoo Virtue Labs 17 fl oz
    Virtue® Full Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® Full Shampoo

    from Original Price $ 16.00
    from $ 12.00

    Color-safe, paraben-free, gluten-free. Vegan. Virtue Labs Full Shampoo adds volume while it cleanses. It dissolves excess oil, lifts the roots, and...

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    from Original Price $ 16.00
    from $ 12.00
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  • Virtue® Full Conditioner Conditioner Virtue Labs 2 fl oz
    Virtue® Full Conditioner Conditioner Virtue Labs
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    Virtue Labs

    Virtue® Full Conditioner

    from Original Price $ 17.00
    from $ 12.75

    Color-safe, paraben-free, gluten-free, vegan. Virtue® Labs Full Conditioner thickens hair without weighing it down. It deeply moisturizes the hair,...

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    from Original Price $ 17.00
    from $ 12.75
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  • Virtue® Smooth Shampoo Shampoo Virtue Labs 17 fl oz
    Virtue® Smooth Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® Smooth Shampoo

    from Original Price $ 16.00
    from $ 12.00

    Color-safe, paraben-free, gluten-free. Vegan. Virtue Labs Smooth Shampoo is a luxurious lathering shampoo with a soft, smooth finish. Formulated wi...

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    from Original Price $ 16.00
    from $ 12.00
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  • Virtue® Smooth Conditioner Conditioner Virtue Labs 17 fl oz
    Virtue® Smooth Conditioner Conditioner Virtue Labs
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    Virtue Labs

    Virtue® Smooth Conditioner

    from Original Price $ 17.00
    from $ 12.75

    Color-safe, paraben-free, gluten-free. Vegan. Virtue Labs Smooth Conditioner eliminates frizz with every wash. Formulated with first-of-its-kind Al...

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    from Original Price $ 17.00
    from $ 12.75
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  • Virtue® Recovery Shampoo Shampoo Virtue Labs 17 fl oz
    Virtue® Recovery Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® Recovery Shampoo

    from Original Price $ 16.00
    from $ 12.00

    Color-safe, paraben-free, gluten-free. Vegan. Virtue Labs Recovery Shampoo works to repair damaged hair with each use. It gently dissolves daily bu...

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    from Original Price $ 16.00
    from $ 12.00
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  • Virtue® Recovery Conditioner Conditioner Virtue Labs 2 fl oz
    Virtue® Recovery Conditioner Conditioner Virtue Labs
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    Virtue Labs

    Virtue® Recovery Conditioner

    from Original Price $ 17.00
    from $ 12.75

    Color-safe, paraben-free, gluten-free. Vegan. Virtue Labs Recovery Conditioner is a rich, luxurious conditioner that repairs damaged hair. It recon...

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    from Original Price $ 17.00
    from $ 12.75
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  • Virtue® Refresh Dry Shampoo Shampoo Virtue Labs 1.8 fl oz
    Virtue® Refresh Dry Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® Refresh Dry Shampoo

    from Original Price $ 17.00
    from $ 12.75

    Color-safe, paraben-free, gluten-free, vegan. Virtue® Labs Dry Shampoo is a lightweight, invisible dry shampoo that removes build-up, oil, and odor...

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    from Original Price $ 17.00
    from $ 12.75
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  • Virtue® Split End Serum
    Virtue® Split End Serum Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Split End Serum

    from Original Price $ 21.00
    from $ 15.75

    Color-safe, paraben-free, gluten-free, vegan. Virtue® Split End Serum is a lightweight cream that seals, smooths, and repairs broken ends. It nouri...

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    from Original Price $ 21.00
    from $ 15.75
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  • Virtue® Un-Frizz Cream Hair Treatments Virtue Labs 2 fl oz
    Virtue® Un-Frizz Cream Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Un-Frizz Cream

    from Original Price $ 21.00
    from $ 15.75

    Color-safe, paraben-free, gluten-free, vegan. Virtue® Un-Frizz Cream is a leave-in treatment cream that conditions and smooths hair. It eliminates ...

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    from Original Price $ 21.00
    from $ 15.75
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  • Virtue® Restorative Treatment Mask Hair Treatments Virtue Labs 4.5 fl oz
    Virtue® Restorative Treatment Mask Hair Treatments Virtue Labs 1.7 fl oz
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    Virtue Labs

    Virtue® Restorative Treatment Mask

    from Original Price $ 32.00
    from $ 24.00

    Color-safe, paraben-free, gluten-free, vegan. Virtue® Labs Restorative Treatment Mask deeply hydrates and repairs hair without weighing it down. Th...

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    from Original Price $ 32.00
    from $ 24.00
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  • Virtue® 6-in-1 Styler Styling Virtue Labs 2 fl oz
    Virtue® 6-in-1 Styler Styling Virtue Labs
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    Virtue Labs

    Virtue® 6-in-1 Styler

    from Original Price $ 19.00
    from $ 14.25

    Virtue® 6-in-1 Styler is a universal styling cream that truly does it all. It primes hair to add softness, shine and light hydration while strength...

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    from Original Price $ 19.00
    from $ 14.25
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  • Virtue® Volumizing Mousse Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Volumizing Mousse

    Original Price $ 38.00
    Current Price $ 28.50

    Virtue® Labs Volumizing Mousse instantly thickens hair, adds body, bounce, and flexible hold for a long-lasting style. Combining the power of our ...

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    Original Price $ 38.00
    Current Price $ 28.50
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  • Virtue® Volumizing Primer Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Volumizing Primer

    Original Price $ 38.00
    Current Price $ 28.50

    Virtue Labs Volumizing Primer is a lightweight primer spray that adds volume and acts as a pre-styling boost without any stickiness or buildup. Fo...

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    Original Price $ 38.00
    Current Price $ 28.50
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  • Virtue® Purifying Leave-In Conditioner Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Purifying Leave-In Conditioner

    Original Price $ 32.00
    Current Price $ 24.00

    Virtue Labs Purifying Leave-in Conditioner is a lightweight detangling mist that gently nourishes hair while it enhances manageability, reduces fl...

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    Original Price $ 32.00
    Current Price $ 24.00
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  • Virtue® Purifying Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® Purifying Shampoo

    Original Price $ 30.00
    Current Price $ 22.50

    Virtue Labs Purifying Shampoo is a clarifying shampoo that removes remove excess oil, product residue, pollution, and smoke. Formulated with our r...

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    Original Price $ 30.00
    Current Price $ 22.50
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  • Virtue® Healing Oil Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Healing Oil

    Original Price $ 44.00
    Current Price $ 33.00

    Virtue® Healing Oil is a first-of-its-kind blend of pure, hydrating oils and a powerful reparative protein in one bottle. Created with all hair typ...

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    Original Price $ 44.00
    Current Price $ 33.00
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