How It's Made: Frizz Block™ Smoothing Spray
The lifecycle of a Virtue®️ product begins long before it hits 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 most anticipated launch of 2022, Frizz Block™ Smoothing Spray, is formulated to give you smooth, shiny, frizz-free strands for up to 72 hours—no matter what humidity has in store.
It seems like we’ve been buzzing about Frizz Block forever. How long did it take you to develop this formula?
Debby: Frizz Block™ actually took more time to develop conceptually than it did in the lab. We knew there was a need for a powerful anti-frizz spray, but we wanted to make sure we went beyond its basic need to deliver more health benefits to the hair. Researching ingredients and technology that would partner effectively with our Alpha Keratin 60ku®️ was key. We knew when, in testing, Frizz Block™ beat out its biggest competitor, that we had a winning formula.
Marc: Most Virtue®️ formulas take at least 6–9 months for development, from brief to formula completion. Frizz Block™ went through many formula iterations until it met or exceeded all performance criteria. That included extensive internal evaluation & instrumental testing in our in-house lab, consumer perception, as well as third party testing to validate efficacy, performance, and quality. It also underwent a broad range of internal, stylist, and brand ambassador panels.
What are the ingredients in this formula that are so effective at fighting frizz?
Debby: This breakthrough microemulsion spray is powered by a specialty lipopeptide in combination with the damage-seeking and ultra-repair properties of Virtue®️’s patented and proprietary Alpha Keratin 60ku®️. This is how we were able to eliminate and control frizz with humidity-blocking technology that’s suitable for all hair types from fine to coarse.
How do they work with our protein, Alpha Keratin 60ku®️, to actually make hair healthier?
Marc: In this case, our protein was paired with lightweight humectants, sheer silicones, and a transparent microemulsion to smooth frizz and flyaways and to provide a weightless protective barrier that locks out humidity. This formula also incorporates Panthenol (Pro-Vitamin B5) for heat-activated conditioning as well as UV/solar protection, anti-pollution protection, and 450º F heat protection.
How did you test the 72-hour claim?
Debby: We actually conducted clinical testing on this formula at TRI Princeton to evaluate its ability to mitigate frizz for 72 hours, which is evaluated at baseline, after treatment, and after being exposed to 80% relative humidity for 1 hour, 2 hours, 4 hours, 8 hours, 24 hours, 48 hours, and 72 hours.
What hair types and textures is this product best for?
Marc: It was formulated to be a very sheer product that will not weigh down the hair or make it greasy, while still being an effective humidity shield and frizz “block.”
Debby: This product is best for all hair types that frizz or hair that puffs out and becomes unmanageable in humidity. It’s important to note that this product is heat activated, so it requires heat from styling tools to lock it in.