Shop Virtue


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.

Popular Categories

58 products found.
  • Recommended
  • New
  • Lowest to Highest Price
  • Highest to Lowest Price
  • Best Sellers
  • Top Rated
Showing 20 products of 58.

Virtue, articles & community

8 of Your Cult Faves That Come in Jumbo Sizes So You Never Run Out
I’m a Beauty Editor and These Are the Best Products I’ve Tried in the Last Year
The Biggest Beauty Trends to Look Out for in 2024
6 Haircare Products to Add to Your Summer Hair Routine ASAP

Recent reviews on Virtue products

VIRTUE Exfoliating Scalp Treatment
Virtue
VIRTUE Exfoliating Scalp Treatment
$75.00

Good

It is good and I recommend
VIRTUE Restorative Treatment Mask 50ml
Virtue
VIRTUE Restorative Treatment Mask 50ml
$47.00

Makes my hair soft

It is such a nice hair mask it makes my hair so soft and smooth
VIRTUE Full Conditioner 500ml
Virtue
VIRTUE Full Conditioner 500ml
$130.00

Worth the money

I’m onto my 3rd bottle of this shampoo. I have very fine, oily hair. This shampoo gives me volume and will get me two days before having to wash my hair. Smells great and still leaves hair soft.

Top Virtue brands

Subscribe for beauty sales, free goodies, advice and SO much more!