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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 60ml
VIRTUE Recovery Conditioner 60ml

A must have

Love this conditioner, use it paired with the Recovery Shampoo and it's a dream combo. My hair is so much thicker and healthier, it conditions but doesn't make it oily like other conditioners I've used so I don't have to wash my hair as often now. So happy with this brand! Highly recommend.
VIRTUE Recovery Shampoo 240ml
VIRTUE Recovery Shampoo 240ml

Worth every penny

Can't recommend this shampoo enough, worth every cent! My blonde hair was quite damaged from over colouring and had a lot of breakage. I've been using this shampoo since June and it feels so much thicker and healthier. It lathers up really well, you only need a small amount so it will last. Wish I had have been using it sooner!
VIRTUE Recovery Shampoo 240ml
VIRTUE Recovery Shampoo 240ml


I have been looking for a good shampoo that leaves hair feeling soft without leaving a residue. I tried this one after Joanna mentioned using this range of products.

It is the best shampoo ive used.
I love the bottle/smell/the way it leaves you hair feeling.