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Virtue is a haircare brand that uses Alpha Keratin 60ku, a groundbreaking protein that is identical to the keratin in human hair, to repair and strengthen hair from the inside out. Their products are vegan, cruelty-free, and free of harmful chemicals like sulfates and parabens.
Founded in 2013 by Melisse Shaban, a former advertising executive who saw the potential of Alpha Keratin 60ku
Launched their first product, the Restorative Treatment, in 2017
Partnered with Sephora to expand their retail presence in 2018
Received funding from Unilever Ventures in 2020 to expand their product line and global reach
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A hair mask that repairs and strengthens damaged hair using Alpha Keratin 60ku
A shampoo that tames frizz and strengthens hair using Alpha Keratin 60ku
A volumizing shampoo that cleanses and strengthens hair using Alpha Keratin 60ku
A serum that targets and repairs split ends using Alpha Keratin 60ku
Alpha Keratin 60ku is a pure, whole human keratin protein that is identical to the keratin in our hair. It has the unique ability to repair and strengthen hair from the inside out.
Yes, all Virtue products are vegan and cruelty-free. They do not contain any animal products or by-products and are not tested on animals.
No, Virtue products are sulfate-free. They are also free of parabens, phthalates, and synthetic colors and fragrances.
Virtue products are available on their website, Sephora, and several other online retailers. They are also sold in select salons and beauty stores.
Virtue products are suitable for all hair types and textures. They offer a wide range of products that target various hair concerns, from damaged and dry hair to frizz and color protection.
