Virtue
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About
Virtue (Virtue Labs LLC) is a haircare brand and direct-to-consumer retailer that develops and sells hair repair and styling products formulated around a patented bio-identical keratin protein (Alpha Keratin 60ku). The company offers shampoos, conditioners, treatments, serums, stylers and targeted products for thinning hair, and sells via its e-commerce store and salon channels. Virtue emphasizes science-backed formulations, cruelty-free and free-from ingredient positioning (sulfate-free, paraben-free, phthalate-free, vegan, gluten-free) and operates from Winston-Salem, North Carolina.
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