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Six years ago, the founders of Virtue came across something extraordinary, one ingredient that changed everything - Alpha Keratin 60ku®. Scientists had found a new way to collect Keratin in its pure form, exciting because our bodies recognize it as our own, and that makes it really powerful. It’s pulled to where it's needed, strand by strand, smoothing, resurfacing and filling in cracks of damage.

The brand is inspired by a mission to give everyone their best hair scientifically possible. All Virtue’s products are free from sulphates, parabens, phthalates and other damaging ingredients. They empower people by radically improving the health, quality, and appearance of their hair.