About Us

The world didn’t need another hair care company. So we created a biotech company to repair hair.

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 knew we couldn’t keep it to ourselves.

Virtue is built by a team of believers, optimists, and do-gooders. We put boundless stock in innovation. We sweat every detail. And above all, we strive to make a real, impactful difference, which means we only make products that deliver on what they promise.

Our commitment to our values drives every part of our business, from ensuring that all our products are cruelty-free to our level of care for our customers. Most importantly, we believe that social responsibility should live at the core of a company, so we support like-minded nonprofits and take a stand when it matters most. Some of our charity partners include Homes for Our Troops, The National Breast Cancer Foundation, David Sheldrick Wildlife Trust, and Nest.

We’re proud to call North Carolina home.

We set up shop in Raleigh, NC, to stay true to our roots. It’s close to our labs in Winston-Salem, where we work out of former testing facilities once used by the tobacco industry. Those facilities have been transformed through government grants that not only help stimulate the local economy, but also help foster new technology development in our region. We are proud to be building a business in this vibrant state and even more proud to call it home.

Read the City Guide

The only products on the market to use human keratin.

The first of its kind, Alpha Keratin 60ku® is keratin in its most natural, purest form.

Our Science