Our Story Begins on the Battlefield.

Which sounds strange coming from a beauty brand, right? We discovered a life-changing technology, Alpha Keratin 60ku, by chance. It was the first of its kind, a brand new way of extracting keratin in its natural form. Studies found that the protein was extremely effective at treating traumatic injuries. It got us thinking, if this molecule was the key to recovering from injury, could it also be used to repair damaged hair, nails, and skin?

This technology was created for something much bigger than beauty, so we wanted to make sure we got it right. After six years of continued testing, multiple patents, and many, many sleepless nights, we’re finally ready to share our product with the world. By balancing science with beauty, we’re able to put a little good back into the hands of everyone.

This is Virtue. In science. In beauty. In life.

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.