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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® Split End Serum
    Virtue® Split End Serum Hair Treatments Virtue Labs
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    Virtue Labs

    Virtue® Split End Serum

    from $ 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 $ 21.00
    from $ 15.75
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  • Virtue® Curl Leave-In Butter Styling Virtue Labs
    Virtue® Curl Leave-In Butter Styling Virtue Labs
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    Virtue Labs

    Virtue® Curl Leave-In Butter

    $ 46.00
    $ 34.50

    Virtue® Curl-Defining Gel is a weightless cream that melts into curls for intense hydration, frizz reduction, hair repair, and protection. This lea...

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    $ 46.00
    $ 34.50
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  • Virtue® COLORKICK® De-Brassing Shampoo Shampoo Virtue Labs
    Virtue® COLORKICK® De-Brassing Shampoo Shampoo Virtue Labs
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    Virtue Labs

    Virtue® COLORKICK® De-Brassing Shampoo

    $ 44.00
    $ 33.00

    Brightens | Neutralizes | Revitalizes A gentle, sulfate-free shampoo made from all-natural colorants to tone, neutralize, and brighten all shades o...

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    $ 44.00
    $ 33.00
    Save 25%