Celebrating Veterans Today and Every Day

Veterans Day is important to us at Virtue. While that may seem a little unconventional coming from a beauty brand, it has everything to do with our roots and the values we stand for.

Virtue was born from scientific research by Dr. Luke Burnett, a retired US Army Colonel and scientist who has dedicated his post-military career to regenerative medicine to improve the lives of wounded soldiers. Seven years ago, he and his team discovered Alpha Keratin 60ku®, a unique keratin protein with applications for wound healing, and, as it turns out, the ability to repair hair. Luke joined our team as Chief Science Advisor to help us bring the power of this extraordinary protein to hair care while also continuing his important scientific research.

We owe so much to Luke’s passion and dedication, and we won’t ever forget where Virtue came from. That’s why again we’re supporting and shining a spotlight on an incredibly worthy cause: Homes For Our Troops.

Homes For Our Troops is a nonprofit that builds specially adapted, custom homes for severely injured veterans. This organization is particularly important, because it fills a critical gap in veteran care. “Many of our most wounded veterans have lost limbs or have difficulties with the simplest tasks that you and I take for granted in regular homes,” says Luke. We’re pleased to lend our support to this important cause.

We believe in our responsibility to make the world a better and more virtuous place. And given the origin of Virtue’s technology, one of the most meaningful ways we can do that is by honoring those men and women who take on this duty to serve a purpose greater than themselves. This Veterans Day, we hope you’ll join us in that pursuit.

Learn more about Homes For Our Troops or make a donation here.