Virtue has a proprietary ingredient, Alpha Keratin 60ku, which is dervied from
human hair, so our bodies can recognize it as our own, which makes it powerful and effective. "Unlike other 'keratins,' which are highly processed animal by-products (feathers, sheep's wool), this is a unique protein that is derived from human hair, and carefully extracted to remain whole and fully functional," explains Adir Abergel, Virtue Labs Creative Director. "Since it is essentially hair, it 'sees' cracks of damage, and goes where it's needed to repave and heal the damage, giving you your best hair possible. It actually repaves the cracks of damage like repaving a road."
This shampoo and conditioner (below) duo repairs and rebuilds damaged hair. "It's incredibly hydrating without weighing down your hair, leaving each strand feeling smoother, softer, and restored," Abergel says. "It helps repair damage from heat styling, coloring, or environmental pollutants that have affected your hair health. It is also free of parabens, sulfates, phthalates, synthetic colors, and dyes."