How It's Made: 6-in-1 Styler
The lifecycle of a Virtue®️ product begins long before it hit shelves. It starts with helping people love their hair––the right product can even change a person’s confidence––and it ends with Alpha Keratin 60ku®️, a damage-repairing human protein you’ll only find here. But there’s more to our formulas than just big ideas and high-performance healers.
Our in-house scientists and research-development teams work tirelessly to ensure each product delivers on its promise. Here Debby and Marc from Product Development spill the secrets on how our best-selling & award-winning 6-in-1 Styler is formulated to give you softness, shine, strength, hold, protection, and hydration with every use.
This is one of Virtue’s best sellers and one of our most universal products. Can you explain why this product has such a cult following?
Debby: There are so many reasons why this product is so universal. It’s lightweight, so it can be layered with other products. Its lightness also lends it to every hair type and texture. It can be used on wet or dry hair. And, of course, unlike most styling creams, the consumer reaps six benefits in one product—softness, shine, strength, hold, protection, and hydration—and gets the benefit of our proprietary protein, Alpha Keratin 60ku®️. The result is stronger, smoother, shinier, softer, and more manageable hair. There’s nothing this product can’t do.
What was your goal when creating this product and how did you decide on each of the six attributes for this specific product?
Debby: Our goal was always to provide a treatment-based styler which paired our hero ingredient, Alpha Keratin 60ku®️, with indulgent ingredients to give your hair a little bit of everything for lightweight, touchable style.
Marc: When performing screening efficacy testing on our extensive in-house instrumental equipment, we found that this product provided such a wide range of attributes; thus, narrowing down to what we felt were the six most compelling benefits.
Did you ever toy around with an earlier version of this product that was slightly different, or was your vision for this styling cream always steadfast?
Marc: We did work on a range of previous formula iterations that balanced some hold and texture vs. shine and softness. Ultimately, we landed on what we felt was the best balance of all these benefits, testing both in-salon and on instrumental equipment.
Debby: Before we came up with the name for this product, our team kept asking questions about how it could be used, what it was for, etc. We’re very purposeful with our products, and want to be sure each new launch serves a need for our customers. We settled on 6-in-1 as the name, because it truly sums up the fact that these benefits make hair better in every way, with each use!
What makes this 6-in-1 Styler wholly unique from anything else is our human keratin, Alpha Keratin 60ku®️, but what other complementary ingredients make this styling cream so versatile and powerful?
Debby: Panthenol (Vitamin B5), which is a hair care icon, is a natural B vitamin that delivers moisture, softness, and shine. Cypress, derived from the wood of the Cypress tree, is an antioxidant-rich essential oil known for its light, soothing hydration. Strengthening Polymers, which work as an invisible scaffold, provide light hold and block out humidity.
Marc: In addition to its deep-conditioning qualities, panthenol (Pro-Vitamin B5) is also known for heat-activated protection. And plant-based maltodextrin creates a sheer, weightless coating on the hair to plump strands, to strengthen and protect against moisture loss. Most importantly, every ingredient in this formula complements our protein, Alpha Keratin 60ku®️, for maximum performance.
Which hair types is the Restorative Treatment Mask best for?
Debby: This mask is actually for all hair types. The interesting thing about our technology is that the more damage the hair has, the better it works. Our Alpha Keratin 60ku®️ makes the hair look and feel healthier in just one use!
Marc: And different hair types may use Restorative Treatment Mask differently: Those with coarse hair would benefit from applying it from roots to ends, whereas those with “medium” or fine hair might only want to use it from mid-shaft to ends, one to three times a week.