Virtue

When Dr. Luke Burnett, a retired US Army Colonel, was leading a regenerative medicine lab in Winston-Salem the goal was to help heal battlefield injuries. He and his team discovered a way to extract human keratin in its purest form, called Alpha Keratin 60ku, and the power it has to treat burn wounds and regrow tissue. It wasn't until an intern asked if the protein could potentially work on hair that Virtue was born. Alpha Keratin 60ku remains the line's hero ingredient and is extracted from ethically-sourced human hair. This approach allows our bodies to recognize the keratin and treat it as our own. Alpha Keratin 60ku binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy.

Flourish Manta Healthy Hair Brush Flourish Manta Healthy Hair Brush

Virtue

Flourish Manta Healthy Hair Brush

$36.00

Hairstylist Tim Binnington created this brush for his wife after she experien...

Recovery Shampoo

Virtue

Recovery Shampoo

$42.00

When is a shampoo more than just a shampoo? When it's a biotech-driven formul...

6-in-1 Styler - Size: 4 oz 6-in-1 Styler - Size: 4 oz

Virtue

6-in-1 Styler - Size: 4 oz

$36.00

This multitasking styler primes hair and adds softness, shine, and light hydr...

Recovery Conditioner - Size: 6.7 oz.

Virtue

Recovery Conditioner - Size: 6.7 oz.

$44.00

Not every conditioner has biotech bona fides, but Virtue's Recovery Condition...

Flourish Conditioner for Thinning Hair Flourish Conditioner for Thinning Hair

Virtue

Flourish Conditioner for Thinning Hair

$46.00

Flourish, an innovative treatment line from Virtue, takes a three-pronged app...

Frizz Block Smoothing Spray Frizz Block Smoothing Spray

Virtue

Frizz Block Smoothing Spray

$46.00

Created for harsh, humid conditions, this alcohol-free, heat-activated mist m...

Flourish Brow Density Booster Flourish Brow Density Booster

Virtue

Flourish Brow Density Booster

$80.00

This lightweight treatment, inspired by Virtue’s original, best-selling Flour...

Virtue The Polish Un-Frizz Cream - Size: 4 oz Virtue The Polish Un-Frizz Cream - Size: 4 oz

Virtue

Virtue The Polish Un-Frizz Cream - Size: 4 oz

$44.00

Humidity can wreak havoc no matter your hair type. Thankfully, this cream con...

Flourish Mask for Thinning Hair Flourish Mask for Thinning Hair

Virtue

Flourish Mask for Thinning Hair

$70.00

This fortifying mask delivers weightless moisture and nourishing ingredients ...

Curl-Defining Whip Curl-Defining Whip

Virtue

Curl-Defining Whip

$40.00

Weightlessly define curls and waves without the crunchy, sticky feel. This mo...

Flourish Density Booster Flourish Density Booster

Virtue

Flourish Density Booster

$50.00

Flourish, an innovative treatment line from Virtue, takes a three-pronged app...

Exfoliating Scalp Treatment Exfoliating Scalp Treatment

Virtue

Exfoliating Scalp Treatment

$50.00

Our scalp is a catchall for dirt, sebum, and product debris. This light, whip...

Curl Shampoo

Virtue

Curl Shampoo

$42.00

Free of sulfates and silicones, this hydrating shampoo eliminates excess oil ...

Curl Conditioner Curl Conditioner

Virtue

Curl Conditioner

$44.00

Keep curls springy, shiny, and full of life. This conditioner repairs cuticle...

Topical Scalp Supplement Topical Scalp Supplement

Virtue

Topical Scalp Supplement

$58.00

Our scalp is an incredibly complex ecosystem of hair, skin, oil, and natural ...

Healing Oil Healing Oil

Virtue

Healing Oil

$45.00