Virtue Labs
Virtue Labs Our story begins in the lab. That day, the research team had shared a life-changing technology with us called Alpha Keratin 60ku. This is Virtue.
It wasn’t until we visited the laboratory at Wake Forest University that we realized most hair care products were lacking something: real science. It was the first of its kind, a brand new way of extracting keratin in its natural form. The protein was developed for the Department of Defense, and studies found it be extremely effective at treating traumatic battlefield injuries. It got us thinking, if this molecule was the key to recovering from injury, could it also be used to repair damaged hair, nails, and skin? This technology was created for something much bigger than beauty, so we wanted to make sure we got it right. After 6 years, 8 patents, 15 clinical trials, and many, many sleepless nights, we’re finally ready to share our product with the world. By balancing science with beauty, we’re able to put a little good back into the hands of everyone. Real Science. True Beauty.
A little gloss goes a long way ✨
Virtue ambassador xavier velasquez shows what Healing Gloss can do, from clinically proven repair to a smooth, high-shine finish you can see.
09/28/2026
A best-seller for a reason 🌟
Our #1 best-selling Healing Oil delivers that rare combination of high-impact shine and healthier-looking hair without weighing it down. Shake to activate, smooth through hair, and see why it’s earned a permanent place in so many routines.
09/24/2026
Coming soon to a doorstep near you 📦
For today only, shop exclusive offers on select Virtue favorites during Sephora Oh Hair Yeah! Event - available online and in-app.
09/17/2026
The many looks of Emmys night. ✨
As host of the evening, Mariska Hargitay had more than one hair moment to make, with Virtue Creative Director Adir Abergel behind each look. Swipe through for Adir’s tips and the Virtue essentials that brought them to life.
09/17/2026
Consider this your sign to refresh your fall hair routine 🍂
Our Ulta Beauty 21 Days of Beauty Steal is here for today and tomorrow only. Shop in-store and online for your Virtue restock 🛒
09/13/2026
Currently romanticizing salon Sundays ✨
A few favorites from Virtue ambassador xavier velasquez beautiful new salon Franklins, plus plenty of Healing Gloss moments.
Shake, shake, shake to activate 🪇
Before using Healing Gloss, give it a good shake to activate our patented Alpha Keratin 60ku. Just like Healing Okl, that shake brings the formula together so it’s ready to help repair damage and deliver serious shine.
Consider this your reminder: shake first, gloss second. 😉
09/07/2026
What our camera roll saw 📸
A little behind-the-scenes look at bringing our Healing Gloss campaign to life.
09/01/2026
September agenda: saying yes to the little things ✨🍂
08/31/2026
Proof that shine can do more 📋
Healing Gloss combines clinicallly proven repair with high-impact radiance for smoother, healthier-looking hair that last beyond wash day.
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Telephone
Website
Address
Raleigh, NC
27601
Opening Hours
| Monday | 9am - 5pm |
| Tuesday | 9am - 5pm |
| Wednesday | 9am - 5pm |
| Thursday | 9am - 5pm |
| Friday | 9am - 5pm |
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