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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.

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Recent reviews on Virtue products

VIRTUE Smooth Shampoo 60mlVIRTUE Smooth Shampoo 60ml
VIRTUE Smooth Shampoo 60ml

Beautiful shampoo

My hair is definitely softer after using this shampoo (my hair has had balayage for years so is a bit dry). I started on this smaller size as I was sick of paying more than $50 for full size, then not liking the product - but I will be buying the full size of this one.
VIRTUE Smooth Conditioner 60mlVIRTUE Smooth Conditioner 60ml
VIRTUE Smooth Conditioner 60ml

Great detangler

My naturally curly hair tends to go in to knots when I shampoo it, but this conditioner quickly gets rid of the tangles. My hair feels softer and more manageable.
VIRTUE Restorative Treatment Mask 50mlVIRTUE Restorative Treatment Mask 50ml
VIRTUE Restorative Treatment Mask 50ml


This is a thick creamy hair mask that I leave on my hair for a few minutes. It rinses out cleanly and makes my hair smooth and soft. It has a very overpowering sweet coconut vanilla scent which I find too strong so that's a big con for me, and I just find this good but bot great. I've definitely tried better hair masks. The packaging is great, easy to use, the big opening allows you to comfortably scoop out the product.