Press & Awards

O-ver The Moon About Our Latest Award

Virtue®️ Frizz Block™ Smoothing Spray won an Oprah Beauty O-ward! Celebrate and save an extra 10% on all Oprah-approved Beauty O-Ward Winners (no coded necessary).

Shop Now & Save 10%

The world didn't need another hair care line, so we created a biotech company to repair damaged hair.

Bring the power of Virtue® with our exclusive Alpha Keratin 60ku® to your clients by joining our network of salons and stylists.

 

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

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.

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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Resources

Be Inspired

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

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