About us

One ingredient changed everything.

After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku®, a protein so transformative we couldn’t keep it to ourselves.

Learn More


Just Announced: Curl Cut & Style Hands-On Workshop

Join Virtue® x Kindale Godbee (@theheirsalon) March 18, 2024 in Atlanta and dive into the world of curls in this fun, hands-on class. Tools, consultation, cut & style covered!

Buy Tickets

Atlanta Regional Workshop
Virtue® Atlanta Regional Workshop

This is the first line I've carried where I'm confident referring every single product to someone.

Rachel Capone, MANE Studio


Extraordinary shampoos that rebuild and restore with each use.

Once I turn on a client onto it, they can't live without it!

Ashley Gray, Ash Salon


Infuse hair with softness, shine, and managebility without weighing it down.


Be Inspired

Hear from Virtue users about life, beauty, and what Virtue has done for their hair.

Learn More

Learn More
Learn More

I believe in this product with my heart and soul.

Christina Viers, Rosé Beautique


Reverse the damage with transformative treatments that heal, nourish, and repair.

Every Virtue product I use, I fall in love with.

Mac McAbee, Coven Haircraft


Multitasking stylers that help lift, hold, protect, and perfect the look you want.

Press & Awards

Virtue is Flourishing

Congrats to Virtue Labs® for being named one of the World’s Most Innovative Companies 2022 by Fast Company! This honor recognizes Flourish®, our revolutionary new approach to women’s hair growth. See what all the buzz is about.

Discover Virtue Flourish

Our Science

See Why the Science is so Important.

The first of its kind, Alpha Keratin 60ku® is a pure, whole, human protein. The world is about to experience something incredible.

Learn More