Damage Reverse^™ Serum

Virtue^®’s bioidentical protein, Alpha Keratin 60ku^®, sets it apart from everything else, but it’s our new Damage Reverse™ Serum that’s revolutionizing hair repair in a way technology has yet to see. To find out how this innovative leave-in treatment came to be, we sat down with our product developer, Debby Vellozzi, to find out how it’s made.

When the product development team first started dreaming up this product, what were your hopes and intentions?

Our inspiration really came from the premise of the brand: Virtue = Healing. People damage their hair every day with heat tools, color treatments, UV, pollution, and more. We wanted a solution that was easy to use, could be combined with any regimen, and was clinically proven to repair damaged hair.

What sets Damage Reverse™ Serum apart from all the other Virtue products?

This product has the highest concentration of our bioidentical protein, Alpha Keratin 60ku^®.  Add in the fact that it is a leave-in treatment, and this hero continues fighting and preventing damage every single time you use it. When your hair is damaged, you lose keratin. Damage Reverse™ Serum refills that lost keratin and helps protect hair so that, with continued use, damage won’t accumulate again.

How did you narrow down the additional key ingredients (peptides, a hyaluronic acid alternative, and solar protection)?

This formula is truly skin care inspired and loaded with the most efficacious ingredients to help our Alpha Keratin 60ku^® heal hair. The key partner ingredients are two biomimetic peptides that work in conjunction with the Alpha Keratin 60ku^® to restore and provide rejuvenating properties to damaged, weakened, sensitized, or “aging” hair. 

How many iterations did this product go through until you felt you had it “right”?

Serum formats in general are very temperamental by nature. Finding the right balance of an aesthetic that is not too heavy on the hair, yet glides on perfectly to enhance the end feel was a challenge. But after many iterations, we were able to perfect the feel to match the performance.