Virtue

VIRTUE goes above and beyond your usual hair care brand, utilising innovative bio-tech to repair damaged locks.

The tale behind VIRTUE is one of scientific ingenuity. Dr. Luke Burnett, a retired army colonel, was leading a team to discover regenerative keratin to heal injuries sustained on the battlefield. While doing so, he made a startling discovery of alpha keratin 60ku. This is ethically sourced from human hair to repair damaged tresses.

Thanks to this one key moment in the lab, VIRTURE have now gone on to utilise this protein in hair care. In doing so, they have created a collection of products that purify, replenish and nurture your tired, dull and dry locks. Hair appears healthier and feels stronger.

Committed to delivering effective solutions, VIRTUE deliver cruelty-free, nasty-free formulas that make a difference to your routine. Top picks include their Exfoliating Scalp Treatment, Refresh Purifying Leave-In Conditioner and their Restorative Treatment Mask.

Whatever your hair woes, VIRTUE are here to help. Browse the collection at Cosmetify and pick out your must-have products today.

Why We Like Virtue

"At Cosmetify we love all things hair care, especially when the products combine years of expertise with forward-thinking scientific formulas. And that’s just what the experts at VIRTUE have done with their collection of nourishing hair goodies. From shampoos and conditioners to masks and leave-in treatments, there’s something for even the most damaged, dry and depleted locks."

Written by Rebecca Jenkinson, Beauty Editor