Virtue Labs

We are Virtue®, a new, prestige hair care brand born from a remarkable scientific discovery: Alpha Keratin 60ku®. Thanks to this first-of-its-kind technology, Virtue products can do what no other beauty products can – change the health and quality of your hair for good. Alpha Keratin 60ku®: The Difference Is Human Keratin. Alpha Keratin 60ku is a whole, human protein born from regenerative medicine, and it is the first and only ingredient of its kind. The hydrolyzed keratin found in most hair care is a fragmented protein sourced from animal by-products like wool, hooves, and feathers. We extract Alpha Keratin 60ku from ethically-sourced human hair, so it is recognized by the body and is able to fill in areas of damage and repair hair unlike anything else. This extraordinary technological breakthrough is exclusive to Virtue and is featured in every Virtue product. Rigorously tested. Clinically proven. After five uses, Virtue products with Alpha Keratin 60ku deliver up to*: • 67% reduction in frizz • 95% split end reparation • 22% increase in thickness • 138% increase in color vibrancy *Results from independent, third-party clinical testing.