Virtue Labs was founded in 2014 by Melisse Shaban, a beauty industry veteran. The revolutionary haircare brand creates biotech-based hair products that repair and strengthen the hair thanks to Alpha Keratin 60ku®, an all-natural, vegan protein that has been clinically proven to transform hair in as few as five uses. Backed by science, Virtue aims to give everyone their best hair ever using real technology for real results. If great hair wasn’t enough, all Virtue Lab products are also free of sulphates, phthalates, synthetic colours and dyes, gluten-free, cruelty-free and vegan.
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