Virtue Labs
Virtue Labs Our story begins in the lab. That day, the research team had shared a life-changing technology with us called Alpha Keratin 60ku. This is Virtue.
It wasn’t until we visited the laboratory at Wake Forest University that we realized most hair care products were lacking something: real science. It was the first of its kind, a brand new way of extracting keratin in its natural form. The protein was developed for the Department of Defense, and studies found it be extremely effective at treating traumatic battlefield injuries. It got us thinking,
09/01/2026
September agenda: saying yes to the little things ✨🍂
08/31/2026
Proof that shine can do more 📋
Healing Gloss combines clinicallly proven repair with high-impact radiance for smoother, healthier-looking hair that last beyond wash day.
Shine is just the beginning ✨
Our new Healing Gloss instantly delivers 2.5x more shine and smoother hair through 5 washes while helping repair damage for healthier-looking hair with every treatment. Now available on virtuelabs.com 🛒
08/13/2026
A little summer ritual ☀️
Keep Flourish within reach for those moments of reset and a scalp-first routine designed to support fuller, healthier-looking hair over time.
Charlize Theron! Virtue Labs! Adir Abergel! This week on the , our co-founder Hillary Kerr chats with celebrity hairstylist and creative director of haircare brand Virtue Labs, Adir Abergel. Abergel works with the likes of Kristen Stewart and Nicole Kidman, but today, he’s here to talk about Charlize Theron’s press tour looks. From styling her gravity-defying bob to the exact products he uses on his clients’ hair, watch their full conversation on our YouTube channel at the link in our bio.
Bon appétit. 🍴
Shop exclusive savings on select Virtue Shampoo and Conditioner duos when you buy two through August 22, online and in-store only at Ulta Beauty 🧡
07/28/2026
Gloss maxxing, but make it reparative. ✨
Healing Gloss is more than a gloss. This shake-to-activate, in-shower treatment smooths and seals the cuticle for instant shine while our patented Alpha Keratin 60ku repairs damage from the inside out. Swipe through to see what makes it different.
Repair that radiates. ✨
Meet Healing Gloss - our first clinically proven in-shower hair gloss that repairs damage while instantly delivering 2.5x more shine. This weekly treatment smooths the cuticle, enhances softness, and leave hair looking healthier with every use.
Powered by Alpha Keratin 60ku, our patented protein that binds directly to damaged areas of hair, Healing Gloss repairs from within - for radiant shine that lasts. 💫
Tomorrow’s looking a little glossier. ✨
07/24/2026
The mood has shifted. 07.27.2026.
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Telephone
Website
Address
Raleigh, NC
27601
Opening Hours
| Monday | 9am - 5pm |
| Tuesday | 9am - 5pm |
| Wednesday | 9am - 5pm |
| Thursday | 9am - 5pm |
| Friday | 9am - 5pm |