Support Center

Virtue Product FAQ's

Last Updated: May 07, 2019 09:33AM EDT
Mon.-Fri. 9AM-5PM Eastern

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, Split End Serum, Un-Frizz Cream, Shaping Spray, 6-in-1 Styler, Moisture-Defining Whip, and the Volumizing Primer.
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: 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
Purifying Shampoo 6.00 – 7.00
Purifying Leave-In Conditioner 4.00 – 6.50
Split End Serum 5.60 – 5.80
Restorative Treatment Mask 5.60 – 5.90
Un-Frizz Cream 5.00 – 6.00
6-in-1 Styler 6.00 – 7.00
Moisture-Defining Whip 4.50 – 5.50
Lifting Powder 5.50 – 6.00
Shaping Spray 8.10 – 8.20
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: I see the ingredient Amp-Isostearoyl Hydrolyzed Wheat Protein on the label of your Volumizing Primer and Texturizing Spray—is it gluten-free?
Yes. This raw material does not contain any residual gluten. Because your safety is important to us, we tested these products through an independent third-party testing lab and confirmed that they are gluten-free.
Q: I see Wheat Amino Acids in the ingredient list for Volumizing Mousse—is it gluten-free?
This raw material is extensively refined and processed; therefore, it is not expected that gluten is present in measurable amounts. Because your safety is important to us, we tested this product through an independent third-party testing lab and confirmed it is gluten-free.
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 & Un-Frizz Cream
    A restorative blend of herbs, fruit and citrus, incorporating soothing lavender and fresh mint essential oils.

  • Recovery Shampoo, Recovery Conditioner, Split End Serum & Restorative Treatment Mask
    A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

  • Full Shampoo, Full Conditioner , Moisture-Defining Whip, Lifting Powder & Volumizing Powder
    A revitalizing citrus blend of leafy greens, flowers, and fruit, including white pear notes, stimulating spearmint leaf, and bright lemon essential oils.
  • Dry Shampoo, Purifying Shampoo & Purifying Leave-In Conditioner
    A juicy, refreshing citrus fragrance with hints of flowers and detoxifying tea, plus sweet orange and lemon essential oils.

  • 6-in-1 Styler & Shaping Spray
    A fresh, verdant citrus blend featuring sweet orange, cypress and elemi essential oils.
  • Texturizing Spray
    A bright and multi-faceted blend of citrus and woods (a yin and yang of fragrance for your hair), plus shine-enhancing mandarin and antioxidant-rich Amyris 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. *Full Shampoo and the Moisture-Defining Whip are silicone-free formulas.
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 hair diagnostic quiz to find your perfect product match.
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?
Virtue® 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 $50 – (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 and retail locations. Find a location near you
Q: Why I am being charged sales tax when previous orders were tax free?
Due to a recent Supreme Court decision [South Dakota v. Wayfair, Inc. June 21, 2018], states may transfer the burden of tax collection to vendors even if the vendor does not have a physical presence in the taxing jurisdiction. Therefore, to be fully compliant with the various state laws, we must collect sales tax in all states that have chosen to enact remote sales tax laws..
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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