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DISCOVER HAIR'S TRUE POTENTIAL

Join 10,000+ artists using breakthrough science to transform hair

Unlock pro pricing, advanced education, and Alpha Keratin 60ku®—the breakthrough bio-identical protein clinically proven to rebuild, restore, and even regrow hair.

 
Virtue Labs Hero Hair Products on Shelf with Patented Protein, Alpha Keratin 60ku
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This is the first line I've carried where I'm confident referring every single product to someone.

Rachel Capone, MANE Studio

Shampoos

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

Conditioners

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

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.

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Real Technology, Real Results

Resources

Be Inspired

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

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Limited Edition Virtue Holiday Kits
Holiday Gift Sets 2025
Oct 15, 2025
Sales Tools
Get the Look: ’70s Fringe with Modern, Healthy Shine
Get the Look: ’70s Fringe with Modern, Healthy Shine
Oct 15, 2025
Tutorials
How to Get More Volume in Curly Hair
How to Get More Volume in Curly Hair
Oct 8, 2025
How to Fix Flat Hair: 7 Easy Tips
How to Fix Flat Hair: 7 Easy Tips
Oct 8, 2025
Hair Volume 101: What is Hair Volume​? | Virtue Labs
Hair Volume 101: What is Hair Volume​? | Virtue Labs
Oct 8, 2025
Transform Your Hair: How to Use a Hair Mask Like a Pro
Transform Your Hair: How to Use a Hair Mask Like a Pro
Oct 1, 2025
Tips & Tricks

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I believe in this product with my heart and soul.

Christina Viers, Rosé Beautique

Treatments

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

Stylers

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

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.

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Our Science

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