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,
06/02/2026
A smaller size. The same breakthrough results. ✨
Named one of TIME’s Best Inventions of 2024, Damage Reverse Serum is now available in travel size. Whether you’re headed out for the weekend or packing for a summer getaway, healthier-looking hair just got easier to bring along. Shop now available on virtuelabs.com 🧳
05/31/2026
The foundation for fuller-looking hair starts here 🌿
Powered by patented Alpha + Gamma Keratins and a Biomimetic Signal Peptide, Flourish Density Booster helps support healthy hair growth while nurturing fragile new strands. It’s a simple daily step designed to help hair look and feel its fullest over time.
Use at night alongside Flourish Shampoo and Conditioner to complete your routine.
05/23/2026
A long weekend calls for the right essentials. 🧳
Your reminder to take your Flourish routine wherever the long weekend leads - for fuller-looking hair on the go.
05/18/2026
We’re all loving the new deconstructed bob Adir created for Mariska Hargitay ahead of her Broadway debut in Every Brilliant Thing. ✨
Virtue Creative Director prepped the hair with Volumizing Primer and Flourish Thickening Styling Treatment to create the perfect foundation for airy lift, fullness, softness, and healthy shine - giving the cut that effortless, touchable, lived-in movement. 💜
05/16/2026
Flourish in focus. 🔎
Designed with scalp health and lightweight care in mind, the Flourish collection has become a standout among beauty editors and industry experts for its approach to healthier, fuller-looking hair.
A healthier approach to fuller-looking hair starts here. 🌿
Virtue’s Flourish Collection combines targeted scalp care with lightweight hydration to help support healthier-looking strands from the very beginning of your routine.
Designed for fine thinning or fragile hair, these formulas work to leave hair feeling soft, nourished, and naturally fuller without sacrificing movement or manageability.
05/10/2026
Before the stylists, before the routines, there was Mom. 💛
For so many of us at Virtue, she was our first hairdresser, our first hype woman, and our forever inspiration. This Mother’s Day, we’re celebrating the moms behind our team - and the team members who are moms themselves.
05/09/2026
An ode to the routines passed down, picked up, and made our own. 🫶
05/06/2026
Because creativity isn’t just for the kids.
Draw up a routine that works for you. Our go-to pick? Volumizing Mousse. It creates lift at the roots and soft, touchable volume through the lengths.
Apply to damp hair and work through your roots before heat styling. The result is voluminous hair that feels like a finished masterpiece. 🎨
05/05/2026
For their Met Gala debut together, co-chair Nicole Kidman and Sunday Rose stepped out with a shared hair story - one of strength, softness, and modern glamour, brought to life by Virtue Creative Director Adir Abergel.
Defined by sleek lengths, subtle movement, and mirror-like shine, the look was designed to feel both connected and individually expressive.
At the center: Virtue’s Healing Oil, delivering the luminous, light-catching finish seen on the carpet.
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Website
Address
Raleigh, NC
27601
Opening Hours
| Monday | 9am - 5pm |
| Tuesday | 9am - 5pm |
| Wednesday | 9am - 5pm |
| Thursday | 9am - 5pm |
| Friday | 9am - 5pm |
