Virtue Labs
Virtue Labs is a biotechnology-driven haircare brand founded by Melisse Shaban and based in North Carolina, USA. The company’s innovation lies in Alpha Keratin 60ku®, a patented human keratin protein clinically proven to repair damaged hair. Its range includes shampoos, conditioners, and treatments that restore elasticity, shine, and strength at a molecular level. Virtue’s products are vegan, cruelty-free, and free from sulfates, parabens, and synthetic dyes. The brand’s philosophy centers on healing hair rather than masking damage. What makes Virtue Labs distinctive is its science-first approach, applying medical-grade protein technology to everyday haircare. It has earned recognition among stylists and dermatologists for delivering visibly healthier hair through real biotechnology.
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