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.
Shines | Texturizes | Protects Prime, polish, protect, and more with this hardworking universal styling cream. Ideal for all hair types that need t...
View full details
Virtue® Labs Volumizing Mousse instantly thickens hair, adds body, bounce, and flexible hold for a long-lasting style. Combining the power of our s...
View full details
Virtue Labs Volumizing Primer is a lightweight primer spray that adds volume and acts as a pre-styling boost without any stickiness or buildup. For...
View full details
Sold out
Moisturizes | Smooths | De-frizzes Get defined, touchable curls with this hydrating, silicone-free formula that protects against frizz and environm...
View full details
Sold out
Shapes | Nourishes | Holds A creamy, lightweight, and multitasking paste that’s perfect for putting (and keeping) short or layered hair in its plac...
View full details
Shapes | Holds | Hydrates A silicone-free gel that hydrates, holds, and keeps curls defined all day and into the next. Ideal for Types 2-4 curl hai...
View full details
Sold out
Enhances | Nourishes | Shines A weightless cream that melts into curls for intense hydration, frizz reduction, hair repair, and protection Ideal fo...
View full details
