Virtue

Founded by Melisse Shaban in 2017, biotech beauty brand Virtue provides reparative care for damaged hair. Virtue's high-powered products are formulated with Alpha Keratin 60ku®—a patented form of pure human keratin developed by Virtue’s Chief Science Advisor Dr. Luke Burnett. When applied to the hair, the protein—known for its beneficial applications in bone, tissue, and nerve regeneration—binds directly to areas of damage and replenishes them to reveal stronger, shinier, and healthier-looking hair. This cornerstone ingredient boosts the efficacy of a wide range of nourishing hair products, from volumizing shampoos and conditioners to scalp-treatment kits, anti-frizz creams, and deep-penetrating hair masks. With science as the bedrock of the brand, Virtue provides a specialized selection of transformative treatments designed to help hair heal.