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VIRTUE goes above and beyond your usual hair care brand, utilising innovative bio-tech to repair damaged locks.

The tale behind VIRTUE is one of scientific ingenuity. Dr. Luke Burnett, a retired army colonel, was leading a team to discover regenerative keratin to heal injuries sustained on the battlefield. While doing so, he made a startling discovery of alpha keratin 60ku. This is ethically sourced from human hair to repair damaged tresses.

Thanks to this one key moment in the lab, VIRTURE have now gone on to utilise this protein in hair care. In doing so, they have created a collection of products that purify, replenish and nurture your tired, dull and dry locks. Hair appears healthier and feels stronger.

Committed to delivering effective solutions, VIRTUE deliver cruelty-free, nasty-free formulas that make a difference to your routine. Top picks include their Exfoliating Scalp Treatment, Refresh Purifying Leave-In Conditioner and their Restorative Treatment Mask.

Whatever your hair woes, VIRTUE are here to help. Browse the collection at Cosmetify and pick out your must-have products today.

Why We Like Virtue

"At Cosmetify we love all things hair care, especially when the products combine years of expertise with forward-thinking scientific formulas. And that’s just what the experts at VIRTUE have done with their collection of nourishing hair goodies. From shampoos and conditioners to masks and leave-in treatments, there’s something for even the most damaged, dry and depleted locks."

Rebecca Jenkinson, Beauty Writer

Where is the best place to buy Virtue products online?

Virtue products can be bought online in the UK from Feel Unique, Cult Beauty, NET-A-PORTER and more.

And it couldn’t be easier to find the cheapest place to buy your hair care by using Cosmetify. We put in the hard work to compare prices from different retailers, so you can find the best price for all your favourite Virtue products.

Is your favourite Virtue product out of stock? Don’t panic, simply sign up for an alert and we’ll let you know the second it’s back.

Frequently Asked Questions about Virtue

Parabens are often mentioned when talking about cosmetic ingredients. Do they feature in Virtue products?

There are no parabens in Virtue product.

Virtue claims to be cruelty-free, but what does that mean?

Virtue is a cruelty-free brand. To our knowledge it does not test on animals, nor does it ask others to do so on its behalf.

Do they use phthalates in their formulas?

Virtue are proud to create products that are completely free of phthalates.

Are Virtue sulphate free?

These products are formulated without the use of sulphates.

I only buy brands that don’t use animal-derived ingredients or animal by-products. Is Virtue suitable for me?

More than half of the Virtue products showcased on our site contain animal-derived ingredients or by-products. Therefore, Virtue is not classified as an entirely vegan-friendly brand. Applicable products are clearly marked across the site.

Whereabouts is the Virtue range produced?

They manufacture their products in North Carolina in the USA.

  • Paraben Free
  • Cruelty Free
  • Phthalates Free
  • Colourant Free

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