Our stylist community is our family. We love sharing with you our brothers and sisters who not only support Virtue, but also help share our vision that everyone deserves to have truly healthy hair. They inform and enlighten us, and in turn, we continue to deliver the most revolutionary hair care they could ask for. What we’re trying to say is, we couldn’t do it without them.

Krisi Raymond’s story is one of loss, courage, and service, and strikes a particularly meaningful chord with us. On July 11, 2019, she lost her husband, an army veteran, to suicide. He suffered from mental illness and PTSD after surviving a traumatic injury. He left behind four children spanning 20 months to 8 years old.

Krisi’s Virtue testimony touches on the heart of our DNA: the selfless veterans who’ve fought for us, who’ve inspired us, and who are ultimately responsible for the formulation that is the core of every Virtue product. Our proprietary ingredient, Alpha Keratin 60ku, was discovered through years of research by Dr. Luke Burnett, a retired U.S. Army Colonel, who leads a regenerative medicine lab in Winston-Salem that helps heal battlefield injuries using keratin. This revolutionary protein has the power to heal burn wounds and regrow tissue, and by happenstance, it also repairs hair. This is how Virtue was born.

We hope you, too, will find inspiration in Krisi’s strength and grace, and take a moment to remember our fallen veterans.

“Virtue, by definition, is ‘behavior showing high moral standards; the quality of being morally good.’ Virtue is a biotech hair care company that not only lives up to its name, it also far exceeds professional and consumer expectations. I have been passionately caring for guests in my hair studio since March 2003. I have never been more impressed with the performance of hair products. They profoundly deliver their promise, and they transform more than just hair; they change lives and give back to the community. Virtue supports numerous organizations, one of which builds custom adapted homes for injured veterans.

On July 11, 2019 I lost my husband to suicide. He was an army veteran who suffered from PTSD and mental illness. Knowing I can continue to honor my husband doing something I love gives me joy. Virtue enables me to do this. The entire team behind Virtue welcomed me with the most caring, supportive arms. Support this talented team and not only improve and transform hair, but positively impact the community around you. You won't regret it.” –– Krisi Raymond, URBANITY Hair Salon