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Real science. True beauty.

Virtue knows the world didn’t need another hair care company, so instead they set out to create a biotech company to repair hair. Harnessing the transformative powers of Alpha Keratin 60ku, Virtue have created a range of care, treatment and styling products that deliver immediate results while repairing damage and strengthening the hair over time.


What is Alpha Keratin 60ku?


Making up 90% of our hair, skin and nails, keratin is an important protein found in the human body. Until now, keratin was sourced from plant amino acids or animal byproducts.Initially discovered by scientists developing methods of treating traumatic injuries with keratin, Alpha Keratin 60ku is a form of the protein extracted from ethically-sourced human hair.


This breakthrough ingredient is able to be utilised more effectively by the body, and is drawn to areas of the hair cuticle where it is needed most. Strand by strand, damaged hair fibres are smoothed, resurfaced and cracks are filled in, leaving hair softer, shinier, smoother and healthier than before. Virtue founder Melisse Shaban and Chief Science Advisor Dr. Luke Burnett saw the incredible reparative effects this ingredient had on damaged hair, and set out to bring Virtue to life.


What makes Virtue different?


  • Backed by Science
    Virtue was created from a breakthrough scientific discovery, and their products are supported by real, evidence-driven results.
    Clinical testing of Virtue’s products has shown: 

    • A 67% reduction in frizz after 4 applications 
    • Split ends were repaired by 95% after 5 applications 
    • Hair strands were thickened by 22% after a single application 
    • After 5 applications, colour vibrancy was increased by 138%. 
    • Sources: AMA Labs and MRL 

  • Guided by Values
    Virtue isn’t just about the science. They strive to make an impactful difference above all, making products that aren’t just effective but that don’t compromise on values. All Virtue products are cruelty-free and certified by Leaping Bunny.

    The human hair used to extract Alpha Keratin 60ku is acquired from reputable sellers, and is always purchased at the will of sellers and never donated.
    All products are free from sulfates, parabens, phthalates, synthetic colours and dyes, and are all gluten-free.

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30 products found.
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Recent reviews on Virtue products

VIRTUE Recovery Shampoo 240mlVIRTUE Recovery Shampoo 240ml
VIRTUE Recovery Shampoo 240ml

Super decadent

Like a lot of the other reviews - it was the sample that won me. This shampoo is just so luxurious to smell/ feel and made my hair so soft! Not to mention the ingredients are hair extension safe. Will be purchasing,
VIRTUE Restorative Treatment Mask 50mlVIRTUE Restorative Treatment Mask 50ml
VIRTUE Restorative Treatment Mask 50ml


I have very thick, coarse hair that's damaged by bleach and hair colour. When I tell you, this mask is amazing!! Obviously, it's not going to bring back dead hair it's not Dr. Frankenstein, but once I got rid of my dead ends, I really started noticing a difference.

However, I have to say that it took some trial and error to get the result I wanted. First of all, 3 min in the shower does not cut it for my hair type. My hair is not porous and takes time for products to penetrate my hair. I put a generous amount on my hair starting at the roots and massaging into my scalp, then moved down to my ends. Put a shower cap on and leave it for at least 5 minutes, I left mine on for about 10. I added some heat to my head as well with a blow-dryer to help it penetrate through my hair and activate (low heat and not on the head directly, apply heat to the cap to warm it up). Only after doing that I noticed the biggest change in my hair, before that I felt like it did nothing.

Also, a tip ladies and gents, this is a Keratin product, so keep in mind no product will penetrate through your hair follicles after application because keratin closes the hair follicles and acts as a protective barrier on your hair. I use this 1 a week and usually I put on Olaplex 2-3 hours BEFORE I apply this because I also have breakage due to bleaching.

Also, because this is a keratin product heat protection is essential because keratin is a protein and proteins can denature (change in chemical structure thus making it useless and essentially destroyed). So please be careful with heat products after using this mask or anything with keratin in it!

In conclusion, amazing hair mask but needs to be left on longer than 3 minutes and may need slight heat to activate the product better. Wish it was cheaper though.
VIRTUE Full Shampoo 240mlVIRTUE Full Shampoo 240ml
VIRTUE Full Shampoo 240ml

The new KING of Shampoo!

After receiving a sample of this, I had to buy it!!! I cannot see how this can score anything less than 5 stars! It is so hydrating without weighing the hair down that I dont even need to condition after washing my hair! This by far is the BEST high end shampoo I have ever used. You will not regret buying it!