Virtue

Virtue sells restorative hair-care: shampoos, conditioners, masks, serums, styling creams and a growing line of scalp-focused treatments. Products sit in the premium tier—most full-size SKUs run $34-$66—sold through the brand’s own site, Sephora, Nordstrom, SpaceNK, Violet Grey and select salons worldwide. The line is built around Alpha Keratin 60ku®, a patented, ethically sourced human keratin that binds directly to damaged strands; clinical tests claim up to 95 % split-end resealing after one use. Best-known SKUs include the Healing Oil, Recovery Shampoo and 6-in-1 Styler, all marketed as color-safe, sulfate-free and safe for chemically treated hair. Core buyers are 25-45-year-old women and men who heat-style, color or chemically process their hair and are willing to pay salon-grade prices for science-backed repair at home. The brand speaks to a wellness-meets-tech mindset: visible results without “clean beauty” compromise, cruelty-free status and recyclable packaging. Virtue competes in the high-performance “damage repair” niche occupied by professional and prestige labels, differentiating through its bioidentical keratin technology and dermatologist-backed clinicals rather than trend-driven ingredients or fragrance stories.