The Cult Brand: Meet the Virtue Haircare Line


Virtue Haircare is not just another haircare company. Once in a while, a hair science breakthrough happens and it’s hard not to take notice. Virtue refuses to call itself as another haircare company. They like to distinguish themselves as a biotech company that promises to repair hair. If the cult following of this brand and the hype they’re generating on social media were any indication, we’d like to believe they have lived up to that promise.

When we hear the term “cult brand”, we pay attention. It’s popular for a reason. As we’ve seen a lot of beauty brands come and go, we didn’t think there would be anything else that could surprise us. We were absolutely mistaken. It’s all about the science of hair repair – the Alpha Keratin 60ku. So, what’s so incredible about it?

Virtue Haircare Breakthrough Science: What’s Alpha Keratin 60ku?

The discovery of Virtue Haircare’s secret ingredient is an epiphany. Dr. Luke Burnett is a retired US Army Colonel who owns a regenerative medicine lab in North Carolina. He uses keratin in order to provide healing for battlefield injuries. Together with his team, he was able to extract human protein in its purest form – Alpha Keratin 60ku. This protein has the ability to repair wounds and promote tissue regrowth. This very same ability is also what facilitates in hair repair.

They took a gamble and tried it on hair and the results they got were nothing short of amazing. Since then, the team has dedicated itself to utilizing this transformative protein into a hair care range. Thus, Virtue Haircare was born.

What You Need to Know About Virtue Haircare’s Breakthrough Line

Trends may come and go. But one thing remains the same: strong and healthy hair is always in. Billed as transformative, Virtue Haircare is harnessing the power of keratin to help you achieve strong hair that’s gorgeous, too. It’s no wonder it has built a cult following on social media!

Since its discovery, the transformative protein has been patented and it is the main ingredient in this haircare line. If you are searching for an effective hair repair, call of your search because this range is for you. These are a few things you need to know about Virtue Haircare that will make you want to consider adding it to your routine.

It is haircare backed by science.

Sure – you’ve heard this premise before. But the discovery of Alpha Keratin 60ku is something incredible. It is a pure and whole human protein. In fact, it makes up 90% of your hair, skin, and nails.

What makes this kind of protein and transformative in its haircare application is the fact that it is recognized by the human body. This makes it powerful because it is recognized naturally so it won’t have any adverse side effects.

It is backed by clinical studies.

The brand takes its commitment to delivering transformative haircare by investing in the research and development of their products. Hence, Virtue Haircare relies on clinical studies and trials to evaluate the results of their haircare products.

In their clinical studies, they’ve been able to show that it can reduce frizz by 67% (after 4 applications), repair split ends by up to 95% (after 5 applications), increase thickness by 22% (after a single application), and increase colour vibrancy by 138% (after 5 applications).

It is loved by celebrities and expert hairstylists.

Virtue Haircare is known for its A-list clientele. From famous hairstylists to the stars to the celebrities themselves, they can’t help but rave about this range. Among the famous names who have Virtue haircare products in their showers are Jennifer Garner, Jessica Biel, Anne Hathaway, and Saoirse Roman.

The top celebrity hairstylists in Hollywood are also singing it praises. Because of its celebrity following, Virtue Haircare has become a cult brand with a massive following.

Game-Changing Haircare

The discovery of the human keratin is a game changer. Aside from that, Virtue Haircare is also manufactured using sustainable and eco-friendly formulas. This means all formulas from the haircare line are free of parabens, sulfates, colours, and artificial dyes.

The formulas are also lightweight so they don’t overwhelm your hair. In fact, there are a wide range of products to choose from to address any hair concerns. The best products include the following:

Virtue Recovery Shampoo

Formulated with our first-of-its-kind Alpha Keratin 60ku®, this shampoo behaves like a high-powered treatment product that deposits pure, human keratin protein directly into the hair. It fills in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and colour treatment.

Virtue Recovery Conditioner

Virtue Labs Recovery Conditioner is a rich, luxurious conditioner that repairs damaged hair. It reconstructs frayed cuticles and brittle ends, infusing hair with softness, shine, and manageability. 

Virtue 6-in-1 Styler

Virtue Labs 6-in-1 Styler is a sheer styling cream that adds softness, shine, and light hydration while strengthening, polishing and protecting hair from heat damage.

Virtue Healing Oil

Virtue® Healing Oil is a first-of-its-kind blend of pure, hydrating oils and our powerful, reparative Alpha Keratin 60ku® protein in one bottle. Created with all hair types in mind, it’s the ultimate multi-tasker, delivering the shine, softness, and moisturizing you’d expect from hair oil and the damage repair, strengthening, and environmental protection that only our human protein can provide. 

Curious to know more about Virtue Haircare? You can check out the brand on our website. It’s the game-changing ingredient that helps to distinguish the brand. This is a truly revolutionary haircare line that is suitable for all hair types and concerns. We’re thrilled to be stocking this brand and make it more accessible to those looking for quality haircare that offers real results.

Want to be one of the few to learn about new and breakthrough haircare brands like Virtue? Don’t forget to follow us on Facebook and Instagram to get the first dibs!


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