This is Virtue. In Science. In Beauty. In Life.

After 25+ years in the personal care industry, I didn't think I would ever start another beauty company. But when I met Lt. Col. Dr. Luke Burnett, that all changed.

At his lab in Winston-Salem, Luke's team works to advance regenerative medicine and help those who have sustained traumatic injuries on the battlefield. Six years ago, they developed a way of harvesting keratin in its purest, most powerful form – directly from human hair. For the first time, they were able to keep the protein whole, and test results showed profound healing effects. This is the discovery we call Alpha Keratin 60kuTM.

Floored by the findings and inspired by the cause, I wanted to get involved. The potential for this technology to do good was huge – as long as we could get it into more people's hands. So I started the only way I knew how: with beauty. Thanks to Alpha Keratin 60kuTM, the products we’ve developed can do what no other beauty products can – change the health and quality of your hair for good.

This is Virtue. We believe in the goodness of science, the greatness of beauty and doing our part to create a better tomorrow for all. We just happen to be starting with your hair.

Melisse Shaban
Founder / CEO Virtue

This is Virtue

The Whole Truth.

Our Lab
Born from regenerative medicine, our keratin is whole and pure.
Our keratin is sourced from pure human hair, not animal byproducts.
Recognized by our body as its own, our keratin binds seamlessly to your hair.
Free of sulfates, parabens, colors and dyes. Full of healthy ingredients.
No one could make our keratin. So we do it ourselves - from start to finish.
You come first. That means no middlemen and no unnecessary markups.