From the United States, Virtue loves challenging assumptions and possibilities. Unlike other brands, Virtue emphasises the use of biotechnology combined with hair science research to create hair repair products that address the root issues.

Founder Melisse Shaban, with over 25 years of experience in the beauty industry, spent several years pursuing the exclusive rights to the patented ingredient “α60ku keratin” and eventually founded Virtue.

The patented “α60ku keratin” is a synthetic human keratin derived from biotechnology. It shares nearly 90% similarity with the proteins that make up human hair and nails, making it the only complete and fully functional keratin certified by third parties today. “α60ku keratin” effectively transforms hair texture, smooths the cuticle edges, and repairs damaged cracks. Its similarity to human proteins allows it to be easily absorbed by the hair, delivering outstanding experience in hair washing and care. It is suitable for various hair types and issues, especially for strengthening and repairing thinning, damaged, and split hair.