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Virtue Labs Hair Care

The Only Patented, Biomimetic Keratin That Can Repair Hair

Transform the quality of hair with Virtue®’s Alpha Keratin 60ku®, the first and only biomimetic keratin that’s clinically proven to repair and strengthen all hair types and textures.

A retired US Army Colonel was working in regenerative medicine when he discovered Alpha Keratin 60ku®, a healing protein that is identical to the keratin that makes up 90% of our hair. Our hair recognizes this biomimetic keratin as its own, which allows it to make damaged strands whole again. Through years of hard work from biotech professionals, product developers, and beauty experts, Virtue was born.

Alpha Keratin 60ku® is in every Virtue product and it’s clinically proven to give you stronger, healthier hair in as few as five uses. Virtue products are vegan and cruelty free, as well as free of parabens, glutens, sulfates, and phthalates, and synthetic colors and dyes. It’s time you had your best hair humanly possible.

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VIRTUE Recovery Shampoo 240ml

VIRTUE Recovery Shampoo 240ml

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$42.00
VIRTUE Recovery Conditioner 200ml

VIRTUE Recovery Conditioner 200ml

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$44.00
VIRTUE Healing Oil 50ml

VIRTUE Healing Oil 50ml

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$45.00
VIRTUE Flourish Density Booster 120ml

VIRTUE Flourish Density Booster 120ml

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$50.00
VIRTUE One for All 6-in-1 Styler Cream 120ml

VIRTUE One for All 6-in-1 Styler Cream 120ml

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$36.00
VIRTUE Restorative Treatment Mask 150ml

VIRTUE Restorative Treatment Mask 150ml

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$70.00
VIRTUE Flourish Shampoo for Thinning Hair 240ml

VIRTUE Flourish Shampoo for Thinning Hair 240ml

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$44.00
VIRTUE Flourish Conditioner for Thinning Hair 200ml

VIRTUE Flourish Conditioner for Thinning Hair 200ml

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$46.00
VIRTUE Frizz Block Smoothing Spray 150ml

VIRTUE Frizz Block Smoothing Spray 150ml

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$46.00
VIRTUE Polish Un-Frizz Cream 120ml

VIRTUE Polish Un-Frizz Cream 120ml

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$44.00
VIRTUE Full Shampoo 240ml

VIRTUE Full Shampoo 240ml

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$42.00
VIRTUE Full Conditioner 200ml

VIRTUE Full Conditioner 200ml

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$44.00
VIRTUE Flourish Nightly Intensive Hair Rejuvenation Treatment Hair Kit 3 piece

VIRTUE Flourish Nightly Intensive Hair Rejuvenation Treatment Hair Kit 3 piece

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$126.00
VIRTUE Curl Shampoo 240ml

VIRTUE Curl Shampoo 240ml

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$42.00
VIRTUE Refresh Exfoliating Scalp Treatment 150ml

VIRTUE Refresh Exfoliating Scalp Treatment 150ml

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$50.00

Virtue Labs Flourish

HEALTHY HAIR GROWTH THAT DELIVERS

Flourish® is an award-winning, innovation-led women’s hair growth line that thickens, repairs, and strengthens thinning hair with a patented protein called Alpha Keratin 60ku CLINICAL®. This holistic system helps balance the scalp microbiome to create an optimal environment for growth, support stronger, healthier, and best of all, more hair.

94% said hair looks fuller, healthier & has more volume.

97% said the scalp is less visible & they're more confident about their appearance.

94% said this regimen is more effective than other solutions they’ve tried in the past.

*Results after regimen use in a double-blind, independent, third-party 6-month clinical study.

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Meet VIRTUE Labs, Now on SkinStore

Virtue® users see a dramatic difference in just five washes, including 42% decrease in breakage. Read more about the brand on the SkinStore blog:

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Virtue Labs FAQs

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Virtue Labs

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Virtue Labs is a US-based hair care brand harnessing a transformative protein in all of its styling and treatment products. Alpha Keratin was discovered by Dr. Luke Burnett, a retired US Army Colonel who used keratin for tissue regrowth and wound healing. However, after conducting further research, his team discovered Alpha Keratin could repair hair, and so Virtue was born.

Keratin makes up 90% of your hair, nails, and skin, so your body will recognize Alpha Keratin 60ku® as your own, making it incredibly powerful. Helping to smooth, resurface, and fill in damage on every strand, it's also been found to reduce frizz by 67% and increase thickness by 22% in clinical trials.

While Virtue's products are renowned for their human keratin content, the brand's impressive attributes don't end there. As well as being free from sulfates, colors, parabens, and dyes, the scents used don't overwhelm the senses and they won't interfere with any other fragrances you're wearing. What's more, while hair repair products typically feel very heavy on fine hair, the formulas created by Virtue are lightweight, meaning you can touch your hair all day without feeling the product in your strands. Virtue's fragrances are also designed to lift and energize your mood, meaning they serve a purpose rather than simply smelling good. Each blend has been infused with fruit extracts and essential oils that moisturize and nourish your hair, including lavender, spearmint, and coconut. Lavender is popular for its soothing properties while spearmint has a stimulating effect and coconut helps to nurture hair.

You can browse the full range of Virtue products at SkinStore today. As well as shampoos and conditioners, we stock styling creams, moisturizing primers and much more.

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