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Real science. True beauty.

Virtue knows the world didn’t need another hair care company, so instead they set out to create a biotech company to repair hair. Harnessing the transformative powers of Alpha Keratin 60ku, Virtue have created a range of care, treatment and styling products that deliver immediate results while repairing damage and strengthening the hair over time.

 

What is Alpha Keratin 60ku?

 

Making up 90% of our hair, skin and nails, keratin is an important protein found in the human body. Until now, keratin was sourced from plant amino acids or animal byproducts.Initially discovered by scientists developing methods of treating traumatic injuries with keratin, Alpha Keratin 60ku is a form of the protein extracted from ethically-sourced human hair.

 

This breakthrough ingredient is able to be utilised more effectively by the body, and is drawn to areas of the hair cuticle where it is needed most. Strand by strand, damaged hair fibres are smoothed, resurfaced and cracks are filled in, leaving hair softer, shinier, smoother and healthier than before. Virtue founder Melisse Shaban and Chief Science Advisor Dr. Luke Burnett saw the incredible reparative effects this ingredient had on damaged hair, and set out to bring Virtue to life.

 

What makes Virtue different?

 

  • Backed by Science
    Virtue was created from a breakthrough scientific discovery, and their products are supported by real, evidence-driven results.
    Clinical testing of Virtue’s products has shown: 

    • A 67% reduction in frizz after 4 applications 
    • Split ends were repaired by 95% after 5 applications 
    • Hair strands were thickened by 22% after a single application 
    • After 5 applications, colour vibrancy was increased by 138%. 
    • Sources: AMA Labs and MRL 

  • Guided by Values
    Virtue isn’t just about the science. They strive to make an impactful difference above all, making products that aren’t just effective but that don’t compromise on values. All Virtue products are cruelty-free and certified by Leaping Bunny.

    The human hair used to extract Alpha Keratin 60ku is acquired from reputable sellers, and is always purchased at the will of sellers and never donated.
    All products are free from sulfates, parabens, phthalates, synthetic colours and dyes, and are all gluten-free.

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Recent reviews on Virtue products

VIRTUE Recovery Conditioner 60mlVIRTUE Recovery Conditioner 60ml
Virtue
VIRTUE Recovery Conditioner 60ml
$24.00

Saved my hair

I tried the shampoo of this line, and didn't find it to make any real difference. But this conditioner - WOW! My hair hasn't been this soft and healthy-looking in YEARS! I have super dry hair that tends to develop a lot of split ends. I'm not sure this conditioner is really *rebuilding* my hair as it claims to do, but it definitely makes it appear so much healthier.
VIRTUE Restorative Treatment Mask 50mlVIRTUE Restorative Treatment Mask 50ml
Virtue
VIRTUE Restorative Treatment Mask 50ml
$46.00

Gorgeous results!

I received a deluxe sample of this mask and wow! It’s so easy to use in shower which is perfect for those who are time poor but want salon results at home. Left my coloured hair so soft and shiny. Would highly recommend!
VIRTUE Restorative Treatment Mask 50mlVIRTUE Restorative Treatment Mask 50ml
Virtue
VIRTUE Restorative Treatment Mask 50ml
$46.00

Beautiful smell and texture

This smells so yummy! The scent is pina colada and the look and feel makes me think of caramel. Some serious summer beach vibes here! My hair is untreated and I don’t heat style so it’s already in pretty good condition, but I do enjoy using this treatment once a week because it’s just really decadent.