Shop Virtue

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.

Popular Categories

31 products found.
Showing 20 products of 31.

Recent reviews on Virtue products

VIRTUE Recovery Shampoo 240mlVIRTUE Recovery Shampoo 240ml
VIRTUE Recovery Shampoo 240ml


I usually use a keratin treatment to control my fine frizzy hair. It’s washed and cut out so I decided to try this between treatments. It’s fantastic. Smells a bit like my keratin treatment too. Holds down the frizz and makes my hair bouncy. Much better than other products I’ve bought that promised the same results
VIRTUE Smooth Shampoo 240mlVIRTUE Smooth Shampoo 240ml
VIRTUE Smooth Shampoo 240ml

Weighed my hair down

This shampoo was honestly just really heavy and I found my hair wasn’t as clean for as long. Making it to my third day without washing was really hard. Was following up with the conditioner which is also quite thick. Will be trying the recovery line as I’ve heard good things !
VIRTUE Recovery Conditioner 200mlVIRTUE Recovery Conditioner 200ml
VIRTUE Recovery Conditioner 200ml


WIth dry coloured hair, I am always searching for a new conditioner. My search has stopped here. I love this product!
I don't have any issues with the smell, I think it smells nice but it doesn't linger, but I am yet to find a hair product with nice ingredients that does