Virtue Hair Care emerged in the beauty industry through a scientific breakthrough initially discovered in regenerative medicine. Dr. Luke Burnett, a retired Army Colonel and biomedical scientist, developed Alpha Keratin 60ku®, a unique form of keratin that can repair and restore damaged tissue. This protein was found to have remarkable benefits for hair repair due to its ability to bind seamlessly to the damaged parts of the hair strand. Virtue was founded in 2017, leveraging this innovative technology to launch hair care products aimed at truly healing and improving hair health, setting the brand apart in an industry that primarily focuses on superficial results. Since its inception, Virtue has gained a loyal following for its high-performance products, which combine science-backed results with clean beauty principles.
Virtue Hair Care’s best sellers are centered around its patented Alpha Keratin 60ku® technology, delivering exceptional results for various hair concerns. One of the top-selling products is the Virtue Recovery Shampoo and Conditioner, designed to repair damage, enhance moisture, and restore strength. Another standout is the Virtue Healing Oil, a lightweight serum that offers both nourishment and shine while mending split ends and reducing frizz. The Virtue Restorative Treatment Mask is also a favorite, providing an intensive, deeply hydrating treatment that revitalizes even the most damaged hair. For those dealing with thinning hair, the Virtue Flourish Density Booster promotes healthier, fuller hair growth, addressing issues of density and scalp health. Each of these bestsellers exemplifies Virtue’s commitment to advanced hair care solutions backed by science and clean beauty ingredients.
Virtue Haircare has garnered significant attention in the press for its groundbreaking approach to hair repair and rejuvenation. The brand's popularity stems from its patented Alpha Keratin 60ku® technology, a human-derived keratin protein that is nearly identical to the keratin found naturally in hair, skin, and nails. This unique ingredient has made Virtue a go-to solution for repairing damaged hair from the inside out. Products like the Recovery Shampoo and Conditioner, Healing Oil, and Restorative Treatment Mask have become press favorites, frequently spotlighted in beauty editorials for their ability to visibly transform hair after just a few uses. Celebrity endorsements and features in high-profile publications such as Vogue, Harper's Bazaar, and Allure have further propelled the brand's reputation. Known for addressing common hair issues like breakage, frizz, and dryness, Virtue is praised for providing salon-quality results while remaining free from harsh chemicals. Its high-performance formulas and innovative technology have secured its place as one of the most talked-about haircare brands in the industry.
The Virtue Restorative Treatment Mask has gained immense popularity for its ability to deliver salon-level results at home. Infused with the brand's signature Alpha Keratin 60ku®, the mask works to repair and strengthen hair from the inside out, making it a go-to solution for those with damaged, dry, or brittle hair. Customers and professionals alike praise its rich, nourishing formula that hydrates without weighing hair down, leaving it soft, shiny, and revitalized. Its clean ingredients and noticeable results have made it a favorite in the hair care industry, particularly for those seeking effective, science-backed treatments that promote long-term hair health. The mask’s ability to address multiple hair concerns—such as breakage, frizz, and dullness—has only fueled its popularity, solidifying it as a top choice for intensive at-home hair repair.
