Introducing Virtue Labs

Official Australian Stockist

We're proud to introduce our newest brand - Virtue Labs!

Virtue Labs was created as not just another hair care company but a biotech company that heals hair. It all came about from a chance discovery that found that a type of keratin discovered to heal soldiers on the battlefield also showed outstanding results in healing damaged hair!

Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.

There have been many moments of happenstance (and quite a bit of luck) on their journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.

They set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognise it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.

We're proud to be one of the first Australian companies to offer this cutting edge new brand and we can't wait for you to try it. With free shipping on all orders, 10% off your first order and Afterpay available, what are you waiting for?