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