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Who is Virtue®

irtue® is a prestige, science-driven haircare brand known for combining biotechnology and luxury beauty. The brand is sold at Sephora and trusted by top stylists, dermatologists, and beauty editors worldwide.

Virtue® is best known for its patented Alpha Keratin 60ku®, a bio-identical keratin discovered through regenerative medicine research. This breakthrough allows Virtue® products to repair and strengthen hair from the inside out, not just coat it.

The brand has received 80+ beauty and innovation awards and has been featured in InStyle, Harper’s Bazaar, NewBeauty, Marie Claire, Shape, and Fast Company. Virtue® is also backed by industry leaders and celebrity partners, including Jennifer Garner.

At San Spa, we chose Virtue® for one reason: real science, real repair, real results.

Why Virtue®

  • A bio-identical keratin designed to help repair damage, strengthen strands, and restore hair from within.

  • Protects integrity and shine without stripping or weighing hair down.

  • Helps reduce breakage, improve elasticity, and enhance overall hair quality with continued use.

  • Delivers moisture and smoothness while keeping hair lightweight, soft, and natural.

  • Designed to be non-irritating and suitable for clients with sensitive or easily reactive scalp conditions.

  • Made without harsh or known contraindicated ingredients. Always recommend consulting a healthcare provider during pregnancy.

Real Science. True Beauty.

Key Ingredients & Benefits

  • A bio-identical keratin naturally found in human hair

  • Helps repair damage and strengthen weakened strands

  • Improves smoothness, elasticity, and overall hair health

Alpha Keratin 60ku® (Patented)

1

  • Support hair strength and resilience

  • Help protect against daily environmental stress

  • Improve overall hair quality

2

Biomimetic Peptides

Peptide Matrix Technology

3

  • Reinforces the hair fiber from within

  • Helps reduce breakage over time

  • Promotes stronger-looking hair

Tremella Mushroom Polysaccharides

4

  • Like a natural form of hyaluronic acid

  • A natural hydration booster that attracts and retains moisture

  • Helps keep hair soft without heaviness

  • Improves smoothness and manageability

UV & Photo-Protection Complex

5

  • Helps protect hair from sun and environmental damage

  • Reduces dryness and color fading

  • Supports long-term hair health

Lightweight Conditioning Complex

6

  • Smooths the hair cuticle for shine and softness

  • Helps with detangling and frizz control

  • Leaves hair light, not greasy

More About Virtue®