Support Center

Virtue Product FAQ's

Last Updated: Dec 04, 2018 02:26PM EST
Mon.-Fri. 9AM-5PM EST

Q: How is Virtue’s Alpha Keratin 60ku™ different from other brands?
Our Alpha Keratin 60ku™ is pure keratin in its native form — whole, unbroken, fully functional — recognized and accepted by the body as its own. Other Hydrolyzed keratins are fractured and diluted with other ingredients that decrease their functionality.
Q: What is Alpha Keratin 60ku™ and where is it derived from?
Our products are powered by Alpha Keratin 60ku™ The first of its kind, this extraordinary, multi-patented protein is virtually identical to the keratin that makes up nearly 90% of our hair, skin and nails. It is derived from human hair and welcomed by the body as its own, adapting strand by strand to forever change the health, quality and appearance of your hair.
Q: Where does Virtue source its hair to make the Alpha Keratin 60ku™?
Virtue Labs uses ethically sourced, untreated human hair to extract Alpha Keratin 60ku™. This hair is acquired from reputable suppliers that have been vetted by the Company. All hair used by Virtue Labs has been purchased at the will of the individual sellers; never donated. The hair is hand cut; assuring quality of the hair and care for the sellers and the hair has never been dyed or chemically treated.
Q: How are Virtue products formulated?
With pure, efficacious, cutting edge ingredients and painstaking attention to detail. All formulas were tested by a high-touch panel of consumers, stylists and formulators before coming to the market. All of our products and packaging are free of sulfates, parabens, phthalates, synthetic colors and dyes. Virtue is also gluten-free and cruelty free.
Q: Do you use parabens in your products?
Virtue does not use parabens in our products (parabens are used as preserving agents and have been shown to be a concern to human health).
Q: What are sulfates and do Virtue products contain them?
Virtue shampoos and conditioners are sulfate-free. Sulfates, commonly known to be harsh and potentially damaging to the vibrancy and longevity of hair color, are not part of our cleansing regimens to help preserve your color.
Q: Do Virtue products have heat protectors in them (are they safe to use because I blow dry and flat iron daily)?
The following products are formulated with heat protection; Recovery Conditioner, Smooth Conditioner, The Perfect Ending Split End Serum, The Polish Un-Frizz Cream, Finale Shaping Spray, The 6-in-1 and The Uplifted Volumizing Whip.
Q: Do Virtue products have Sodium Chloride?
Yes, Virtue shampoos do contain sodium chloride. During the manufacturing process, salts, such as Sodium Chloride, may be formed as a residual impurity or from time to time may also be added to control product consistency.

We have tested Virtue Shampoos and Conditioners and know that they provide a smoothing effect to the hair. The natural keratin in our products deposits on the hair and provides anti-frizz benefits. We believe that our products will enhance the results of a “Keratin Smoothing Treatment” from the salon, despite knowing some of these harsh chemical treatments may not recommend shampoos containing sodium chloride.
Q: Are Virtue products safe for color treated hair?
Absolutely. Virtue products will actually enhance the richness of your color while they repair your hair. All of our products are free of color stripping sulfates.
Q: Can I use your products if I’ve recently had a keratin straightening treatment?
Yes, you can use Virtue anytime after you’ve had a keratin straightening treatment - just be sure to follow the post treatment guidelines issued by your stylist.
Q: How long do I have to wait to use your products after I’ve had a chemical treatment in my hair?
There are no time restrictions/waiting periods for using Virtue products, unless directed by the manufacturer of the chemical treatment.
Q: What is the pH range of Virtue products?
Product pH Range
Full Shampoo 5.50 – 6.50
Full Conditioner 5.60 – 6.90
Smooth Shampoo 5.75 – 6.75
Smooth Conditioner 5.60 – 5.90
Recovery Shampoo 5.75 – 6.75
Recovery Conditioner 5.60 – 5.90
Split End Serum 5.60 – 5.80
Mask 5.60 – 5.90
6-in-1 Styler 6.00 – 7.00
Polish Un-Frizz Cream 5.00 – 6.00
Q: How are Virtue products tested?
We believe ours is the most rigorous testing ever done in the industry: A combination of clinical instrumentation testing, consumer perception, professional evaluation and comparative performance studies at five independent third-part testing labs.
Q: Does Virtue test on animals?
No, none of our products are tested on animals.
Q: Are Virtue products all natural or organic?
Virtue is very conscious of the ingredients we use and what we put in our products. We are free of known ingredients that can be harmful and try to formulate within these parameters, to the best of our ability, based on performance and efficacy. While our formulas do contain many naturally derived ingredients, we are not “all natural” or “organic.”
Q: Are your products gluten free?
Virtue products are gluten free. Note, these products may be produced on equipment that also processes other products that contain gluten.

According to the Celiac Disease Foundation's website, "Gluten must be ingested for it to be cause for concern for someone with celiac disease or dermatitis herpetiformis. However, we still recommend you avoid any products that have the potential to be ingested."

Q: Does Virtue use natural extracts?
Every formula in the product line contains natural extracts to nourish, protect and strengthen your hair with every use.
Q: How were Virtue’s fragrances developed?
Virtue products all utilize functional fragrances that contain essential oils and extracts that are dual purpose. These fragrance notes not only create a beautiful luxurious aroma, but they contribute as performance ingredients that benefit the hair.
Q: Do your products contain fragrances?
Virtue products contain fragrances with essential oils and extracts carefully selected to support each specific hair type and provide a unique sensory experience.
  • Smooth Shampoo, Smooth Conditioner & The Polish Un-Frizz Cream
    A restorative blend of flower, fruit, and herbs incorporating sweet pear, soothing lavender and fresh mint essential oils.

  • Recovery Shampoo, Recovery Conditioner & The Perfect Ending Split End Serum
    A rich, nurturing woody citrus formulated with creamy coconut and tropical yuzu extracts.

  • Full Shampoo, Full Conditioner , The Uplifted Volumizing Whip
    A revitalizing citrus blend of flowers and greens, including stimulating spearmint leaf and bright lemon essential oils.

  • The One For All 6-in-1 Styler, The Finale Shaping Spray
    A fresh, verdant citrus blend featuring sweet orange, cypress and elemi essential oils.
Q: Do your products contain silicone?
We try to keep our formulas free of harmful ingredients. Silicones tend to be very beneficial to hair for smoothing, silkiness and shine. Our silicones are used in moderation and without build up. *The Uplifted Volumizing Whip is a silicone free formula.
Q: Why do Virtue formulas feel different?
Because the power and pureness of our key ingredient, Alpha Keratin 60ku™, our formulas “feel” different. With our whole protein, our formulas feel richer. Yet once our protein self-regulates and bonds where needed, everything else is rinsed away leaving the hair weightless and healthier.
Q: When can I expect to see results?
You can expect a true transformation after 2-3 weeks, but you’ll start to see results after just a few uses. Your hair will feel softer, smoother and thicker. You’ll see less frizz, less breakage and a visible health unlike anything you’ve experienced before.
Q: Which Virtue products are right for me?
Take the diagnostic found in the ‘Your Hair’ tab on our home page.
Q: Who are Virtue products for?
Virtue™ has cracked the code for healthy hair. Virtue products address the cause – so that no matter what your hair “type,” you’ll get healthier, more beautiful hair. With Alpha Keratin 60ku™, a patented, self-regulating protein recognized by the hair as its own, Virtue targets and treats the underlying damage – the root cause of every major hair issue.
Q: How long will my product last?
Anywhere from 8-12 weeks.
Q: Where is Virtue™ located?
Vitue™ is headquartered in Raleigh, NC and our lab is in nearby Winston-Salem. Through a grant from the Golden Leaf Foundation, we were able to transform and old, abandoned building into a state of the art manufacturing facility, where we harvest and bottle our Alpha Keratin 60ku™.
Q: Why are Virtue products premium priced?
In starting our company, one of our goals was to get Alpha Keratin 60ku™, the reparative protein that powers our products, in the hands (and hair) of as many people as we could. The price of our products is largely dictated by quality of the ingredients that we use, and our Alpha Keratin 60ku™ is the purest, most highly active ingredient of its kind. The good news is, because it’s so active, a little Virtue goes a very long way. You can use less and expect our products to last 2-3 weeks longer than conventional shampoos, conditioners, treatments, and stylers.
Q: When will I get my order?
For Domestic orders:
  • Free with purchase over $60 – (2-8 business days)
  • Standard – (2-6 business days)
  • Expedited – (2 business days if ordered by 11am EST M-F)
  • Overnight – (1 business day if ordered by 11am EST M-F)
Q: Where can I buy Virtue™ products?
We sell our products directly to you through our website and at select salons in the United States and Canada.


Q: How does Try Before You Buy work?
We offer the chance to try a full-size shampoo & conditioner free for 15 days—just pay $3 flat rate shipping upfront.

The process is simple:
  1. Take our hair diagnostic to find the right shampoo & conditioner for your hair type and concerns. You’ll be charged $3 for shipping at checkout and nothing else.
  2. Your 15-day trial starts the day you receive your Virtue products. Shower and style as you please. We recommend five washes to see the best results.
  3. If you love your products, keep them. We’ll charge your card and throw in a 10% discount. Not impressed? Use the prepaid return label and send them back. You will not be charged.
Q: How do returns work?
When your receive your products, you’ll find a prepaid UPS return label inside the box. If you choose to return them, visit to initiate your return. Once you’ve filled out the form, simply re-pack your products in the original box and place the return label over the original label. You can drop the package at any UPS location or drop-off point. Please ensure that you fill out the return form before the 15th day of your trial is up to ensure you’re not charged.
Q: What if I forget to return my products?
Get in touch with us at or call 844-782-4247 to speak with a member of our Customer Care team.
Q: Is this a subscription?
No, Try Before You Buy is a one-time purchase if you choose to keep the products.
Q: Can I do Try Before You Buy more than once?
While we’re excited that you love Virtue, the program is only valid for first-time buyers.
Q: Is Try Before You Buy available internationally?
Due to shipping restrictions, Try Before You Buy is only available in the US for now.
Q: Why do I have to take the hair diagnostic first?
Our shampoos and conditioners are not one-size-fits-all! They’re each formulated to work for specific hair types and concerns, and the diagnostic helps make sure you get the right combination for what you need. Our diagnostic was built by a team of experts including stylists, and scientists alike, and it allows us to give you the best Try Before You Buy experience possible.
Q: I didn’t receive the right products for my hair type. Can I try again?
Please get in touch with our Customer Care team if you’d like to try a different combination of products. We’re happy to offer advice on your hair type and make sure you get the products that will work best for you! Drop us a line at or call 844-782-4247.
Q: How is Virtue different from other shampoos/conditioners?
Virtue is so much more than soap and water. We’re the first (and only) hair care to include Alpha Keratin 60ku™, a protein discovered through biomedical research that’s extracted from human hair. Because it’s so close to the structure of our own hair, our bodies recognize it and use it to fill in damage in the hair cuticle, resulting in hair that’s smoother, shinier, stronger, and fuller.
Q: Why is the shampoo so thick?
You might notice your Virtue shampoo is thicker than others you’ve used due to our Alpha Keratin 60ku™ protein. To get the best results, add a little water to the shampoo in your hand and emulsify before you massage it into your hair. This helps the shampoo lather and distribute the protein evenly. The best part? This means a little bit can go a very long way, so you can get the most out of one bottle.
Q: What if I only want to keep one of my products? Can I make a partial exchange or return?
We’re happy to assist with this! Get in touch with us at or call 844-782-4247 to speak with a member of our Customer Care team.
Q: What happens to the products when I return them?
Due to laws around biohazard sanitation, we are unable to re-use or donate the shampoo and conditioner inside the bottles. However, we take sustainability seriously and will recycle the plastic bottles from every returned product.

Q: Who do I contact with additional questions?
We are always happy to hear from you. Please contact us at or by calling us toll-free at 844-782-4247. Monday – Friday 9AM – 5PM EST.

Salon/Stylist Inquiries:

Media Inquiries:
Amanda Reinstein, Bratskeir & Co.

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