Haircare #withVIRTUE | step 1 | care

I am so excited to announce my new partnership with Virtue Labs, a U.S.-based haircare company. Through a series of posts here on Haute Mess, I will be sharing everything I love about Virtue so that you can learn more about their one-of-a-kind products.

And what better place to start than in the shower?

Growing up I always had thick hair, but as I began dying it and using heat tools, I noticed it definitely thinned out. I tried what feels like *everything* to get my hair back, but nothing seemed to work–until I tried Virtue’s Full shampoo and conditioner.

Full shampoo and conditioner are part of Virtue’s “care” line that also includes the Recovery and Smooth shampoo/conditioner duos.

After using the Full duo and letting my hair air dry, my hair is noticeably fuller–not weighed down or greasy like it has been with other products. It’s as if I magically grew *more hair* during a 20-minute shower. How is this possible?

Alpha Keratin 60ku™ technology makes Virtue the most unique haircare range on the market. Because this form of keratin is pure, whole, human protein, our hair recognizes it as our own, so it is able to penetrate each individual strand exactly where it is needed.

This makes Virtue much more powerful than other products that claim to nourish and replenish the hair. Because Alpha Keratin 60ku™ makes up 90 percent of human hair, skin and nails, it is pulled where it’s needed to smooth, resurface and fill in cracks of damage strand by strand.

Unlike other haircare lines, Virtue’s products don’t sit on top of the hair, weighing it down and making it feel greasy or look stringy. Instead, it quickly absorbs into your locks, leaving it weightlessly full and restored.

A good shampoo and conditioner is as essential as a trustworthy facial cleanser and moisturizer. And when it comes to haircare, you truly get what you pay for.

Drugstore products are full of sulfates, and even some high-end options contain keratin from animal byproducts; neither are ingredients you want in your hair.

The harsh sulfates in certain products dry out the hair and scalp, leaving it difficult to manage and rough to the touch.

On the other hand, products formulated with keratin from animal byproducts don’t provide long-term results. Instead, they sit on top of the hair and make it look greasy, stringy and weighed down.

Virtue’s unrivaled, effective formula was born when the company’s founder and CEO Melisse Shaban met Lt. Col. Dr. Luke Burnett, who practices advanced regenerative medicine.

Lt. Col. Dr. Burnett and his team developed a way to harvest keratin in its purest, most powerful form: directly from human hair. This was groundbreaking, because for the first time the keratin protein was kept whole, and test results showed its profound ability to heal. This was Alpha Keratin 60ku™.

From start to finish, Virtue’s haircare products are uniquely their own.

The company begins by sourcing the keratin protein from human hair, not animal byproducts. This process allows the protein to remain whole and pure, so our hair can recognize it as our own, allowing it to bind seamlessly to each strand.

Virtue then adds healthy ingredients to the mix; all its products are free of sulfates, parabens, colors and dyes.

Because no one can develop the formulas exactly how Virtue intends, the team does everything on their own, from start to finish. There are no unnecessary middlemen, which means no price markups.

This technology is working dramatically to restore my hair to its original state before dyes and heat tools wreaked their havoc over the years. I can’t wait to see (and feel!) even *more* results as I continue my haircare journey #withVIRTUE! Stay tuned 😉


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