{"title":"Virtue","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eWhen 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.\u003c\/span\u003e\u003c\/p\u003e","products":[{"product_id":"virtue-labs-llc-virtue-the-polish-un-frizz-cream-size-4-oz","title":"The Polish Un-Frizz Cream","description":"\u003cp\u003eHumidity can wreak havoc no matter your hair type. Thankfully, this cream conditions and smooths strands, eliminates frizz, and locks out humidity—even on exceptionally frizz-prone hair. All that’s left is smooth, calm, well-behaved tresses.\u003c\/p\u003e\n\n\u003cp\u003e- Pink Pomelo: Rich in vitamin A, C, B1 and zinc, it’s a vitality shot for your hair.\n\u003cbr\u003e- Phospholipids: Derived from natural soybeans, they help fight frizz and lock out humidity.\n\u003cbr\u003e- Gotu kola: A multitasking Indian herb, it promotes strength, smoothness and luster.\n\u003cbr\u003e- Free of parabens, sulfates, phthalates, colors, and dyes.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242084737328,"sku":"VIR-027101","price":44.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-027101_Size_4-oz-118-3-ml_1_1bc04931-ebde-4e6d-8bda-bf9f07820a84.jpg?v=1740176490"},{"product_id":"virtue-labs-llc-6-in-1-styler-size-4-oz","title":"6-in-1 Styler","description":"\u003cp\u003eThis multitasking styler primes hair and adds softness, shine, and light hydration while strengthening, polishing, and protecting from heat. Featuring sweet orange, cypress, and elemi essential oils, the formula adds a fresh, verdant citrus fragrance. Consider it a styling staple for everyone, including color-treated locks.\u003c\/p\u003e\n\n\u003cp\u003e- Panthenol (Vitamin B5): A hair care icon, this natural B vitamin delivers moisture, softness, and shine.\n\u003cbr\u003e- Cypress: Derived from the wood of the Cypress tree, this anti-oxidant rich essential oil is known for its light, soothing hydration.\n\u003cbr\u003e- Strengthening Polymers: Working like an invisible scaffold, they provide light hold and block out humidity.\n\u003cbr\u003e- Free of sulfates, parabens, phthalates, colors, and dyes.\n\u003cbr\u003e- Gluten free. Cruelty free.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242086277424,"sku":"VIR-021406","price":38.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-021406_Size_4-oz-118-3-ml_1_4660f391-79f0-40d4-869b-a5aa56475638.jpg?v=1740176505"},{"product_id":"virtue-labs-llc-restorative-treatment-mask-size-5-fl-oz","title":"Restorative Treatment Mask","description":"\u003cul\u003e\n\u003cli\u003eLoaded with Virtue's proprietary Alpha Keratin 60ku, this treatment delivers shine, moisture, and resiliency to hair in need of extra care without weighing it down.\u003c\/li\u003e\n\u003cli\u003eHair is transformed with more elasticity, bounce, youthful vibrancy, and a fragrant blend of fresh woods and clean citrus formulated with coconut and yuzu extracts.\u003c\/li\u003e\n\u003cli\u003eAn immediate boost of intense hydrating and conditioning leaves hair feeling reinvigorated, healthy, and nourished. \u003c\/li\u003e\n\u003cli\u003eCystoseira compressa extract (brown algae): A marine active known to provide intensive repair and helps provide heat protection.\u003c\/li\u003e\n\u003cli\u003eAmaranthus caudatus seed extract (protein): This plant-based protein enhances color, moisture retention and shine. Rich in flavonoids and polyphenols, this protein is known to provide antioxidant properties.\u003c\/li\u003e\n\u003cli\u003eBaobab seed oil: From the African tree of life (known for its ability to store water), this rich, silky oil can act as an intense emollient for dry, damaged hair.\u003c\/li\u003e\n\u003cli\u003eCynara scolymus (artichoke) leaf extract: This natural extract preserves cuticle cohesion and helps protect hair from environmental aggressors.\u003c\/li\u003e\n\u003cli\u003eFree of sulfates, parabens, phthalates, colors and dyes. Gluten free. Cruelty free.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242087751984,"sku":"VIR-025886","price":70.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025893_Size_5-oz-147-9-ml_1.jpg?v=1740082165"},{"product_id":"virtue-labs-llc-recovery-shampoo","title":"Recovery Shampoo","description":"\u003cp\u003eWhen is a shampoo more than just a shampoo? When it's a biotech-driven formula that repairs hair while you wash. Virtue's formula rebuilds damaged strands with its proprietary Alpha Keratin 60ku—a form of keratin that the human body recognizes as its own. With each wash, hair draws this unique keratin to the microscopic cracks in each hair follicle, filling them to restore strength and flexibility. The result is healthier, shinier, softer hair that gets stronger with every shower.\u003c\/p\u003e\n\n\u003cp\u003e- Suitable for all hair types.\n\u003cbr\u003e- Alpha Keratin 60ku is bioidentical to the keratin in human hair and nails.\n\u003cbr\u003e- Features a bright, woods-and-citrus fragrance.\n\u003cbr\u003e- Color-safe, vegan, paraben-free, and gluten-free.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242089161008,"sku":"VIR-025848","price":44.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025848_Size_8-oz-236-6-ml_1_4a7b8d48-5db7-4ac3-b92a-527b62656d97.jpg?v=1740176504"},{"product_id":"virtue-labs-llc-recovery-conditioner-size-6-7-oz","title":"Recovery Conditioner","description":"\u003cp\u003eNot every conditioner has biotech bona fides, but Virtue's Recovery Conditioner certainly does. The star ingredient of this rich, thick formula is Alpha Keratin 60ku—a proprietary form of keratin bioidentical to our own, so damaged recognizes; it and welcomes it to fill in damage. Fortunately, you don't need a PhD to witness the reparative effects of this award-winning treatment. With each use, hair grows stronger, softer, and more hydrated—all without weighing things down or leaving residue. Thanks, science.\u003c\/p\u003e\n\n\u003cp\u003e- Suitable for all hair types.\n\u003cbr\u003e- Alpha Keratin 60ku is bioidentical to the keratin in human hair and nails.\n\u003cbr\u003e- Hydrolyzed quinoa improves moisture retention and adds shine.\n\u003cbr\u003e- Features a bright, woods-and-citrus fragrance.\n\u003cbr\u003e- Color-safe, vegan, paraben-free, and gluten-free.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242096337200,"sku":"VIR-025978","price":44.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025978_Size_6-7-oz-198-1-ml_1_bdbbc33b-6b40-4f32-b2f3-4d692531324b.jpg?v=1740176522"},{"product_id":"virtue-labs-llc-exfoliating-scalp-treatment","title":"Exfoliating Scalp Treatment","description":"\u003cp\u003eOur scalp is a catchall for dirt, sebum, and product debris. This light, whipped cream gently lifts dry cells from hair follicles while balancing the scalp and conditioning strands sans residue. Rice beads and fruit enzymes provide dual-action exfoliation; Kalahari melon oil and jojoba oil deliver intense moisture; and Alpha Keratin 60ku® repairs hair with each use.\u003c\/p\u003e\n\n\u003cp\u003e- Identical to the keratin in our hair, skin, and nails, Alpha Keratin 60ku® binds directly to damaged areas to repair scalp and strands.\n\u003cbr\u003e- Papain and bromelain enzymes gently slough away dead skin cells.\n\u003cbr\u003e- Beta Hydroxy Acid (BHA) gently exfoliates dead skin cells.\n\u003cbr\u003e- Coconut, jojoba, and Kalahari melon oils provide essential hydration for hair and scalp.\n\u003cbr\u003e- Free of parabens, sulfates, phthalates, synthetic colors, and dyes.\n\u003cbr\u003e- Color-safe. Gluten-free. Cruelty-free. Vegan.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242101776688,"sku":"VIR-23806","price":50.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-23806_Size_5-oz-147-9-ml_1_063e9d12-429b-4c2b-9093-1405f11db4bb.jpg?v=1740176542"},{"product_id":"virtue-labs-llc-curl-conditioner","title":"Curl Conditioner","description":"\u003cp\u003eKeep curls springy, shiny, and full of life. This conditioner repairs cuticle damage, rejuvenates elasticity, and protects against humidity, heat, and environmental damage. Alpha Keratin 60ku® (an innovative keratin protein born from regenerative medicine) works with specially chosen hydrators (like water-soluble jojoba oil) and curl-optimizing polymers to enhance natural curl patterns while repairing brittle hair that’s more prone to breakage.\u003c\/p\u003e\n\n\u003cp\u003e- Alpha Keratin 60ku® binds directly to damaged areas and repairs.\n\u003cbr\u003e- Jojoba oil provides moisture to detangle and enhance shine.\n\u003cbr\u003e- A vegetable-derived polymer facilitates curl formation and definition.\n\u003cbr\u003e- Rice protein and sunflower seed oil provide protection from the damaging effects of UV rays.\n\u003cbr\u003e- Free of parabens, sulfates, phthalates, synthetic colors and dyes. Gluten Free. Cruelty Free. Vegan.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242102923568,"sku":"VIR-024148","price":44.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-024148_Size_6-7-oz-198-1-ml_1_b5f534c4-508b-4e78-8a05-346e2ac0890e.jpg?v=1740176541"},{"product_id":"virtue-labs-llc-curl-shampoo","title":"Curl Shampoo","description":"\u003cp\u003eFree of sulfates and silicones, this hydrating shampoo eliminates excess oil and build-up to enhance your natural curl pattern. It also protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles.\u003c\/p\u003e\n\n\u003cp\u003e- Alpha Keratin 60ku® binds directly to damaged areas and repairs.\n\u003cbr\u003e- Jojoba oil provides moisture to detangle and enhance shine.\n\u003cbr\u003e- A vegetable-derived polymer facilitates curl formation and definition.\n\u003cbr\u003e- Rice protein and sunflower seed oil provide protection from the damaging effects of UV rays.\n\u003cbr\u003e- Free of parabens, sulfates, phthalates, synthetic colors and dyes.\n\u003cbr\u003e- Gluten Free. Cruelty Free. Vegan.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242103251248,"sku":"VIR-024483","price":44.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-024483_Size_8-oz-236-6-ml_1_d9c568a2-b5cb-4c4e-ad63-8071d49ccf54.jpg?v=1740176545"},{"product_id":"virtue-labs-llc-flourish-mask-for-thinning-hair","title":"Flourish Treatment Mask","description":"\u003cp\u003eThis fortifying mask delivers weightless moisture and nourishing ingredients like proprietary strand strengthening protein, Alpha Keratin 60ku®, that promote hair growth and prevent breakage. With a whipped, creamy texture and fresh, herbal scent, this mask is sure to become an indulgent ritual.\u003c\/p\u003e\n\n\u003cp\u003eAlpha Keratin 60ku® is nearly identical to the keratin in human hair and nails, allowing it to be easily recognized by the body so it can effectively target damage and strengthen strands\u003c\/p\u003e\n\n\u003cp\u003e- Biomimetic tetrapeptide with red clover flower extract targets the follicle to promote healthier hair growth\n\u003cbr\u003e- Fructooligosaccharides and beet root extract are a plant-derived blend that infuses hydration into hair without adding weight\n\u003cbr\u003e- Biotin helps promote stronger, healthier hair\n\u003cbr\u003e- Free from: sulfates, parabens, phthalates, gluten, synthetic colors, and dyes\n\u003cbr\u003e- Cruelty-free. Vegan\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242110492976,"sku":"VIR-026210","price":70.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-026210_Size_5-oz-147-9-ml_1_c2726508-649c-4fcf-9a5a-8128c95cbadc.jpg?v=1740176554"},{"product_id":"virtue-labs-llc-flourish-conditioner-for-thinning-hair","title":"Flourish Conditioner for Thinning Hair","description":"\u003cp\u003eFlourish, an innovative treatment line from Virtue, takes a three-pronged approach to thinning hair. First, it promotes scalp fertility–detoxifying and creating the optimal environment for growth. Next, it protects and fortifies the new, fragile strands from the follicle so that hair can flourish. And lastly, it stregthens and rejuvenantes exisiting hair, creating a more voluminous, lustrous look. This lightweight, sulfate-free conditioner gently moisturizes and stregthens fragile strands, encouraging growth and proliferation. Created with the patented Alpha + Gamma Keratins, highly-active green tea, and probiotics, this formula leaves hair silky-smooth and less prone to pulling or breakage. - Alpha Keratins are large, spring-shaped proteins that reinforce the strength of hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with strength, elasticity, and flexibility\u003c\/p\u003e\n\n\u003cp\u003e- Probiotic ferment is a microbiome booster known to nourish the scalp, help decrease irritation, and support cellular oxygen consumption\n\u003cbr\u003e- Cyperus plant root oil adds lightweight softness and shine\n\u003cbr\u003e- Biomimetic signal peptides nourish and calm the scalp to help create a healthy environment for hair growth\n\u003cbr\u003e- Color-safe\n\u003cbr\u003e- Free of: sulfates, parabens, phthalates, gluten, synthentic colors, and dyes\n\u003cbr\u003e- Cruelty-free, vegan\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242111869232,"sku":"VIR-025466","price":46.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025466_Size_6-7-oz-198-1-ml_1_4a07439b-74cc-491a-b43d-b1591cfac3af.jpg?v=1740176572"},{"product_id":"virtue-labs-llc-flourish-density-booster","title":"Flourish Density Booster","description":"\u003cp\u003eFlourish, an innovative treatment line from Virtue, takes a three-pronged approach to thinning hair. First, it promotes scalp fertility–detoxifying and creating the optimal environment for growth. Next, it protects and fortifies the new, fragile strands from the follicle so that hair can flourish. And lastly, it strengthens and rejuvenates existing hair, creating a more voluminous, lustrous look. Made for mild to moderate hair thinning, this scalp spritz nourishes, invigorates tired follicles, and supports new, fragile hairs so they thicken and thrive.\u003c\/p\u003e\n\n\u003cp\u003e- Alpha Keratins are large, spring-shaped proteins that reinforce the strength of hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with strength, elasticity, and flexibility\n\u003cbr\u003e- Biomimetic signal peptides nourish and calm the scalp to help create a healthy environment for hair growth\n\u003cbr\u003e- Saccharomyces lysate is a probiotic yeast extract known to increase oxygenation and help reduce irritation in the scalp\n\u003cbr\u003e- Larch wood extract encourages the initiation of the anagen growth phase\n\u003cbr\u003e- Color-safe, paraben-free, vegan, and gluten-free\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242112196912,"sku":"VIR-025480","price":50.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025480_Size_4-oz-118-3-ml_1_461c6133-8b53-4436-921d-d0c462b9a1be.jpg?v=1740176573"},{"product_id":"virtue-labs-llc-flourish-manta-healthy-hair-brush","title":"MANTA® Healthy Hair Brush for Flourish®","description":"\u003cp\u003eHairstylist Tim Binnington created this brush for his wife after she experience hair loss due to illness, and wanted to treat her new growth with the utmost care and gentleness. The bendable tool molds to the shape of your hand and the scalp to reduce tension on each delicate strand while providing a soft, soothing massage. Hair is left intact, smooth, and shiny.\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242112557360,"sku":"VIR-025688","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025688_n_a_0_1_3474e734-00e7-4837-85a4-ababf687dd81.jpg?v=1740176565"},{"product_id":"virtue-labs-llc-frizz-block-smoothing-spray","title":"Frizz Block Smoothing Spray","description":"\u003cp\u003eCreated for harsh, humid conditions, this alcohol-free, heat-activated mist mounts a robust, 360-degree defense against damage and frizz. Proprietary Alpha Keratin 60ku® immediately  fills and seals cracked cuticles while featherweight polymers and lipids hover above, repelling humidity. Lightweight and alcohol-free, it won’t create buildup or dehydrate hair, leaving you soft and free of frizz for days.\u003c\/p\u003e\n\n\u003cp\u003e- Clinically proven to reduce frizz 59% after one use and protect for for 72 hours\n\u003cbr\u003e- Heat protective up to 450 degrees\n\u003cbr\u003e- Safe for color- and chemically-treated hair\n\u003cbr\u003e- Speciality lipopeptide liminates and controls frizz with humidity-blocking technology for all hair types\n\u003cbr\u003e- Rice protein, tara tree fruit extract, and sunflower sprout help protect against color fading and the drying, damaging effects of UV\/solar exposure\n\u003cbr\u003e- Chia seed and green tea leaf extract provide protection against environmental pollutants and free radicals\n\u003cbr\u003e- Alpha Keratins are large, spring-shaped proteins that reinforce the strength of hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish, providing fragile hair with strength, elasticity, and flexibility\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242121339184,"sku":"VIR-025961","price":46.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-025961_Size_5-oz-147-9-ml_1_3bb006cc-c0aa-42b0-a45e-9a778e57c35b.jpg?v=1740176587"},{"product_id":"virtue-labs-llc-flourish-brow-density-booster","title":"Flourish Brow Density Booster","description":"\u003cp\u003eThis lightweight treatment, inspired by Virtue’s original, best-selling Flourish Density Booster  for the scalp, uses the same tried-and-true technology to visibly boost brows. In addition to the brand’s proprietary protein, this serum creates lush, impactful brows with stimulating plant-based extracts and high-performing peptides that nourish, plump, and moisturize.\u003c\/p\u003e\n\n\u003cp\u003e- Alpha Keratins are large, spring-shaped proteins that reinforce the strength of hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish, providing fragile hair with strength, elasticity, and flexibility\n\u003cbr\u003e- Specialty tetrapeptide blend and red clover flower extract prevent brow thinning and uneven growth and help to reactivate follicles to fill in uneven patches and enhance fullness\n\u003cbr\u003e- Blend of larix wood extract and green tea leaf extract is known to help stimulate brow follicles and help combat brow loss and thinning\n\u003cbr\u003e- Specialty organic pea sprout extract helps achieve thicker, fuller, and more even brow coverage\n\u003cbr\u003e- Natural microalgae extract helps prevent brow loss, improves volume, and strengthens\n\u003cbr\u003e- Panthenol (pro-vitamin B5) conditions brows for a shinier, smoother finish\n\u003cbr\u003e- Free from: sulfates, gluten, parabens, phthalates, synthetic color and dyes. Vegan. Cruelty-free\u003c\/p\u003e","brand":"Virtue","offers":[{"title":"Default Title","offer_id":49242121732400,"sku":"VIR-026937","price":80.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-026937_Size_0-14-oz-4-1-ml_1_34443156-01bf-4410-ad4b-e051f33b66d0.jpg?v=1740176591"},{"product_id":"healing-oil","title":"Healing Oil","description":null,"brand":"Virtue","offers":[{"title":"1.7 oz","offer_id":49555068453168,"sku":"VIR-021567","price":46.0,"currency_code":"USD","in_stock":true},{"title":"0.65 oz","offer_id":49555068485936,"sku":"VIR-26593","price":26.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0887\/8030\/8784\/files\/sku_VIR-021567_Size_1-7-oz-50-ml_1_136f59a2-c147-4dd9-ba2f-d51e76447483.jpg?v=1740097711"}],"url":"https:\/\/www.violetgrey.com\/en-gb\/collections\/virtue.oembed","provider":"VIOLET GREY","version":"1.0","type":"link"}