Why did Virtue® launch a Curl line?

Our proprietary protein, Alpha Keratin 60ku®, doesn’t see hair type or texture—it only sees damage. Since we are a biotech hair care company, this extraordinary ingredient is what leads us to new product innovations, and that’s how we discovered it would be a powerful catalyst in strengthening curly hair. So we set out to create formulas that would not only utilize this remarkable protein, but also provide the same all-around, feel-good health benefits to curl consumers as does the rest of our lineup.

Virtue’s DNA is all-inclusive, so it only made sense that new collections and specific products should be evaluated with that in mind to ensure that our product offering suits a wide range of hair types and conditions.