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.
Brand Details
Raleigh, North Carolina, United States
2014
M
Melisse ShabanWorldwide
Frequently asked questions
When was Virtue Labs founded?
Virtue Labs was founded in 2014, making it a relatively recent entrant in the haircare industry that has quickly gained recognition for its biotech approach.
Who founded Virtue Labs?
Virtue Labs was founded by Melisse Shaban, who built the company on biotechnology-driven haircare innovation. The brand is based in Raleigh, North Carolina, and focuses on scientific solutions for hair repair.
What makes Virtue Labs unique?
Virtue Labs is distinctive for its science-first approach, applying medical-grade protein technology to everyday haircare rather than simply masking damage. The brand's patented Alpha Keratin 60ku® sets it apart as a biotechnology-driven solution backed by clinical evidence and professional recognition.
What products does Virtue Labs offer?
Virtue Labs offers a range that includes shampoos, conditioners, and treatments formulated with Alpha Keratin 60ku® to restore elasticity, shine, and strength to damaged hair.
Is Virtue Labs sustainable or ethical?
Yes, Virtue Labs products are vegan, cruelty-free, and free from sulfates, parabens, and synthetic dyes, reflecting the brand's commitment to ethical and clean beauty standards.
What is the price range of Virtue Labs?
Virtue Labs offers affordable haircare products, making science-backed biotechnology treatments accessible to everyday consumers without premium pricing.
What is Virtue Labs known for?
Virtue Labs is known for its patented Alpha Keratin 60ku®, a human keratin protein clinically proven to repair damaged hair at the molecular level. The brand has earned recognition among stylists and dermatologists for delivering visibly healthier hair through real biotechnology rather than masking damage.
Where is Virtue Labs based?
Virtue Labs is based in Raleigh, North Carolina, United States, and ships its products worldwide to customers globally.
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