Not another hair care company - Virtue is a biotech company that repairs hair.

After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku™, a protein so transformative, we knew we couldn’t keep it to ourselves.

Virtue is built by a team of believers, optimists, and do-gooders. We put boundless stock in innovation. We sweat every detail. And above all, we strive to make a real, impactful difference, which means we only make products that deliver on what they promise.

Our commitment to our values drives every part of our business, from ensuring that all our products are cruelty-free to our level of care for our customers. Most importantly, we believe that social responsibility should live at the core of a company, so we support like-minded nonprofits and take a stand when it matters most.