The Science
FROM HEALING WOUNDED WARRIORS TO HEALING HAIR
Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.

There have been many moments of happenstance (and quite a bit of luck) on our journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.

We set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.

Virtue

Taylor

The reviewer, Taylor, shares their experience with .Virtue. Recovery Conditioner in their video review. They emphasize that this conditioner is their go-to product for achieving flawless hair, especially for photoshoots. Taylor explains that the conditioner is specifically designed to repair damaged hair, making it ideal for those who have bleached, fried, or used heat on their hair. The key ingredient, alpha keratin, works wonders by hydrating, softening, and renewing the hair, resulting in a transformation from damaged ends to soft and flowy locks. Taylor showcases the visible difference in their hair after using the product, highlighting its ability to make the ends look healthy and feel soft. Overall, Taylor expresses their love for .Virtue. Recovery Conditioner, praising its effectiveness in restoring damaged hair and achieving a gorgeous look.

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Video Review of #VIRTUE Recovery Conditioner by Leigha

Video Review of #VIRTUE Recovery Conditioner by Leigha