End of Year Sale! 25% Off Sitewide with code HELLO2023End of Year Sale! 25% Off Sitewide with code HELLO2023
Get a Free Pro Size Restorative Treatment Mask with any purchase $70+Get a Free Pro Size Restorative Treatment Mask with any purchase $70+

Reverse a lifetime of hair damage in just 3 minutes.

Once upon a time, a biotech company used human keratin to heal the skin of wounded soldiers. Now, we use that keratin to repair damaged hair (for good). It’s called Alpha Keratin 60ku® and you’ll only find it here.

Imagine your best hair humanly possible.

Once upon a time, a biotech company used human keratin to heal the skin of wounded soldiers. Now, we use that keratin to repair damaged hair (for good). It’s called Alpha Keratin 60ku® and you’ll only find it here.

Jennifer Garner's Effortless Everyday TrioJennifer Garner's Effortless Everyday Trio
Your hair care just got smarter.Your hair care just got smarter.
One protein changed everything.One protein changed everything.
The Virtue Hair ShareThe Virtue Hair Share
The first human keratin used to heal your hair for goodThe first human keratin used to heal your hair for good
Virtue Wins Fast Company Most Innovative AwardVirtue Wins Fast Company Most Innovative Award
AfterpayAfterpay
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Free 30-Day ReturnsFree 30-Day Returns
Discover your unique hair care combo.Discover your unique hair care combo.