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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 6-in-1 Styler 120mlVIRTUE 6-in-1 Styler 120ml
Virtue
VIRTUE 6-in-1 Styler 120ml
$48.00

A must for wavy hair!

I have wavy hair but I really like to encourage my hair into curls, and this product is perfect for that! Gives you shine, definition, and just the right amount of hold without being sticky or stiff. Love it!
VIRTUE Split End Serum 20mlVIRTUE Split End Serum 20ml
Virtue
VIRTUE Split End Serum 20ml
$30.00

Great serum

Such a great serum that really smooths out split and dry ends. Love it
VIRTUE Recovery Conditioner 500mlVIRTUE Recovery Conditioner 500ml
Virtue
VIRTUE Recovery Conditioner 500ml
$133.00

Hair is so soft and shiny

This conditioner is on par with a lot of the hair masks I use. It provides intense hydration whilst making my hair so soft and shiny! I really like this and will continue to use. I like leaving this on for at least 10 minutes to get the most out of it.
VIRTUE Split End Serum 20mlVIRTUE Split End Serum 20ml
Virtue
VIRTUE Split End Serum 20ml
$30.00

Makes my split ends look so smooth after I blow dry

I have been using this for a short amount of time after I wash my hair and before I blow dry. I have noticed it immediately reduces the appearance of split ends and my hair looks not as dry. I will continue to use to see if it prevents split ends.