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.
Description Virtue® Full Shampoo works to add volume while it cleanses, dissolves excess oil, lifts the roots, and plumps each strand for weightles...
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Description Virtue® Full Conditioner thickens hair with each use without weighing hair down. It deeply moisturizes the hair, creating lasting lift,...
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Description Virtue® Smooth Shampoo works to both cleanse and calm unruly hair. Infused with restorative ingredients, it refines and de-frizzes stra...
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Description Virtue® Smooth Conditioner eliminates frizz with every shower. It soothes the cuticle, locks out humidity, and locks in moisture, givin...
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Description Virtue® Recovery Shampoo works to rebuild damaged hair with each use. It gently dissolves daily build-up while filling in cracks of dam...
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Description Virtue® Recovery Conditioner is a rich, luxurious conditioner that helps bring damaged hair back to life. It reconstructs frayed cuticl...
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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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Virtue® Curl Conditioner weightlessly detangles, de-frizzes, nourishes, and hydrates without weighing down curls. It repairs cuticle damage, rejuve...
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