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.
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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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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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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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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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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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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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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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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Give hair an instant dose of smooth with this transformative treatment. Virtue® Un-Frizz Cream is a leave-in treatment cream that conditions and sm...
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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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Shines | Texturizes | Protects Prime, polish, protect, and more with this hardworking universal styling cream. Ideal for all hair types that need t...
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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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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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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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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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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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A light, dual-action whipped crème that detoxifies scalp of build-up and impurities while providing residue-free hair conditioning and scalp balanc...
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Restore scalp to a healthy state nightly with this highly potent, feather-light serum that goes on easily and absorbs quickly.Our scalp is an incre...
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Hydrates | Nourishes | Repairs Detangle, de-frizz, nourish, hydrate, and protect curls from humidity, heat, and environmental damage with these sil...
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Softens | De-Frizzes | Replenishes Detangle, de-frizz, nourish, hydrate, and protect curls from humidity, heat, and environmental damage with these...
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Moisturizes | Smooths | De-frizzes Get defined, touchable curls with this hydrating, silicone-free formula that protects against frizz and environm...
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Detoxifies | Volumizes | Repairs Ideal for all women with thinning hair. Safe for chemically treated or colored hair. Key Ingredients Sodium Hyalu...
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Virtue® Flourish Women's 5 % Minoxidil Foam is used by millions. It’s the only single ingredient medically proven to help regrow hair in women. It ...
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Virtue® Flourish Density Booster is a potent, 100% drug-free, botanical-based nutrient infusion for the scalp. It fuels fatigued follicles and nurt...
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