One ingredient changed everything.
After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku®, a protein so transformative we couldn’t keep it to ourselves.
Discovery
Six years ago, we came across something extraordinary. A group of bio-scientists had found an entirely new way to collect Keratin in its pure form. This incredible protein is what makes up 90% of our hair, skin and nails. They had discovered Alpha Keratin 60ku®.
Breakthrough
What excites us about Alpha Keratin 60ku® is that our bodies recognize it as our own, and that makes it really powerful. It’s pulled to where it's needed, strand by strand, smoothing, resurfacing and filling in cracks of damage.
Vision
We are inspired by a vision to give everyone their best hair scientifically possible. To empower them to radically change the health, quality and appearance of their hair, and by doing so, change the way they look and feel forever.
Alpha Keratin 60ku®
All Virtue® products contain Alpha Keratin 60ku®, a proprietary hair-healing protein clinically proven to transform hair into its healthiest version yet in as few as five uses.
Real Technology, Real Results
Sources: AMA Labs and MRL
Reduction in Frizz
Hair in vivo under real-world conditions before and after 4 applications. Hair is dramatically smoother, more composed, and 67% less frizzy.
Split End Reparation
A single split hair before and after 5 applications. The hair is made whole again, achieving a 95% reparation.
Increase in Thickness
A single strand, magnified 860x, after 1 application. Moisture levels rise and each hair grows up to 22% thicker.
Increase in Color Vibrancy
A single hair before and after 5 applications. As the hair is repaired, color is restored and vibrance increases by up to 138%.
OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE. VEGAN.