The world didn't need another hair care company.

SO WE CREATED A BIOTECH COMPANY TO REPAIR HAIR.

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 knew we couldn’t keep it to ourselves.

DR. LUKE BURNETTDR. LUKE BURNETTChief Science Advisor

The Science

FROM HEALING WOUNDED WARRIORS TO HEALING HAIR

Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.

There have been many moments of happenstance (and quite a bit of luck) on our journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.

We set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.

Technology we truly believe in

WATCH

Technology we truly believe in

WATCH
MELISSE SHABANMELISSE SHABANChief Executive Officer

Our Brand

A DIFFERENT WAY OF DOING THINGS

Virtue is built by a team of believers, optimists, and do-gooders. We put boundless stock in innovation. We sweat every detail. And above all, we strive to make a real, impactful difference, which means we only make products that deliver on what they promise.

Our commitment to our values drives every part of our business, from ensuring that all our products are cruelty-free to our level of care for our customers. Most importantly, we believe that social responsibility should live at the core of a company, so we support like-minded nonprofits and take a stand when it matters most.

Our Charity Partners

We choose our partners thoughtfully based on the causes closest to our hearts. So far, we've worked with:

Homes for Our Troops
A nod to our company's roots in military medicine, this impactful organization builds custom adapted homes for injured veterans.

The National Breast Cancer Foundation
We've had the privilege to see Virtue products help cancer survivors with hair health post-chemotherapy. We donated to this foundation in honor of our customers, family, and friends battling cancer.

David Sheldrick Wildlife Trust
Our team is passionate about animals and their welfare - that's why we chose to foster an orphaned baby elephant in Kenya named Maisha.

Nest
For International Women’s Day, we teamed up with HSN to support Nest, an organization helping to create economic opportunities that alleviate poverty and empower women worldwide.

Our Home

North Carolina

We set up shop in Raleigh, NC, to stay true to our roots. It’s close to our labs in Winston-Salem, where we work out of former testing facilities once used by the tobacco industry. Those facilities have been transformed through government grants that not only help stimulate the local economy, but also help foster new technology development in our region. We are proud to be building a business in this vibrant state and even more proud to call it home.

Our favorite spots
in Raleigh: