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.