Change Your Hair for Good

Introducing Virtue, the first beauty brand built with pure, human Keratin. The same material found naturally in all of us.

The breakthrough

Alpha Keratin 60ku™

Born on the battlefield. Developed for regenerative medicine. This extraordinary protein is identical to the Keratin that makes up 90% of our hair. The world is about to experience something incredible.
Hair care, for real.
Put something familiar back into your hair.
Your hair, forever changed.

Find your formula

Decode Your Hair

Damage is different for everyone, our diagnostic tool helps tailor your hair care needs. Dry? Dull? Frizzy? We’ve got a solution for every type of hair.

Explore Our Lookbook