virtue labs
Biotech-powered haircare brand known for its patented Alpha Keratin 60ku protein and clinical approach to repair.
ORIGIN
USA
PRICE TIER
luxury
Founded in 2013 in Raleigh, North Carolina, Virtue Labs is a biotech-powered haircare brand that bridges the gap between scientific innovation and luxury beauty. The brand’s origin story is rooted in regenerative medicine; its core technology was developed by Dr. Luke Burnett, a retired U.S. Army Colonel, who initially sought to heal battlefield wounds using keratin. Founder Melisse Shaban recognized the potential of this technology for cosmetic application, launching Virtue as the first brand to utilize Alpha Keratin 60ku—a patented, human-identical protein that binds directly to damaged areas of the hair shaft to repair and strengthen strands from within.
Featured Items
Strength & Shield Leave-in Conditioner
$38.00
Curl Shampoo, 8 oz.
$44.00
Scalp Remedy Conditioner, 6.7 oz.
$44.00
Flourish® Minoxidil 5% Foam for Hair Growth
$30.00
3-Pc. Recovery Discovery Set
$42.00$51.00
Full Shampoo and Conditioner Jumbo Duo (Limited Edition)
$125.00
Recovery Shampoo
$44.00
Full Conditioner
$44.00
Strength & Shield Leave-in Conditioner
$38.00
Curl Shampoo, 8 oz.
$44.00
Scalp Remedy Conditioner, 6.7 oz.
$44.00
Flourish® Minoxidil 5% Foam for Hair Growth
$30.00
3-Pc. Recovery Discovery Set
$42.00$51.00
Full Shampoo and Conditioner Jumbo Duo (Limited Edition)
$125.00
Recovery Shampoo
$44.00
Full Conditioner
$44.00