About Us

Science and beauty collide to give you hair health you can feel and results you can see. Dr. Luke Burnett, a retired US Army Colonel was working in regenerative medicine when he found a way to extract keratin from ethically sourced human hair. Enter: Alpha Keratin 60ku®, an all-natural protein identical to the keratin that makes up 90% of our hair. All Virtue® products include Alpha Keratin 60ku®, which binds directly to damaged strands, refilling keratin that’s eroded over time due to styling, color processing, and environmental factors. With renewed strands, hair is stronger, shinier, and overall healthier. This hair-healing ingredient is clinically proven to transform hair in as few as five uses––and you won’t find it anywhere else. It repaves, repairs, and restores damaged hair in real time. With every wash, style, and restyle, hair is one step closer to its healthiest version yet.