A 101 GUIDE TO VIRTUE LABS
When Virtue Labs’ founders discovered a transformative, human-derived protein called Alpha Keratin 60ku, they realised they could change the {hair care} industry one wash at a time. Since its launch, the brand has grown exponentially, winning awards for innovation and product range. Designing salon-quality hair products and making them available to everyone, they’ve become known as the ultimate hair saviour for damaged hair.
So, let’s talk about Alpha Keratin 60ku. This patented protein is the signature ingredient found in all of the Virtue Labs products. Discovered by Dr Luke Burnett whilst working to heal wounds and regrow tissue, it’s virtually identical to human keratin. This means when used the body recognises it and uses it as its own – making its powers even more intense. This keratin is ethically sourced from human hair and binds to damaged hair, filling in cracks in hair strands without weighing them down, repairing any broken keratin strands – resulting in smooth, healthy and happy hair.
The Virtue Labs range is now packed with {shampoos}, {conditioners}, {treatments}, {masks} and {styling products}. So, no matter your hair type or texture, you’re covered with the perfect hair care product to suit and repair your hair.
Shop the {Virtue Labs} range at Cult Beauty and transform damaged, tired and lifeless hair into beautiful and healthy locks from your first wash.
BEST VIRTUE SHAMPOO
9
£38.00
Designed to replenish and nourish damaged hair, the Recovery shampoo is a go-to for damaged and broken hair that needs some TLC. It’s made with the brand’s famous Alpha Keratin 60ku which helps to heal and restore your natural keratin for stronger and smoother strands and overall hair health.
6
£38.00
Approved by Women’s Health, Virtue’s luxurious Smooth shampoo is a daily smoothing treatment for your hair, helping to repair damaged strands, while de-frizzing and providing a fresh, clean feeling. Craving some extra smooth shine? This is the shampoo for you.
BEST VIRTUE CONDITIONER
7
£40.00
The BFF of the Recovery shampoo is the conditioner that completes the job. Packed with hair nourishment, we love it for its ongoing repairing prowess. Formulated to reconstruct damaged keratin, cuticles and brittle ends, it promises to leave your hair feeling effortlessly smooth and sleek.
2
£40.00
Pair your Smooth shampoo with this conditioner for a silky smoothing treatment with every wash. The luxurious formula is made to banish frizz and get your hair at its smoothest and most delicious. Thank the dose of Alpha Keratin 60ku for all that smoothing goodness.
BEST VIRTUE TREATMENT
{Virtue Restorative Treatment Mask}
Designed to rebuild, strengthen and silken the hair for the smoothest, most beautiful results, this is an intense hydrating conditioner with immediate results for all hair types. One for the shopping list!
BEST VIRTUE STYLING PRODUCT
£36.00
Discover a new product in the Virtue range, the {Virtue 6 in 1 Styling Paste}. Packed with the brand’s signature Alpha Keratin 60ku, it adds texture and shapes the hair while serving up protection and plenty of nourishment. Lightweight and medium-hold, it’s perfect for lots of different styles. Your hair will be smooth and loved at all times.
WHICH VIRTUE LABS PRODUCTS SHOULD I USE?
BEST VIRTUE PRODUCTS FOR DAMAGED HAIR
9
£38.00
7
£40.00
2
£40.00
BEST VIRTUE PRODUCTS FOR THICK HAIR
6
£38.00
2
£40.00
£42.00
BEST VIRTUE PRODUCTS FOR FINE HAIR
14
£38.00
11
£40.00
2
£36.00
BEST VIRTUE PRODUCTS FOR CURLY HAIR
2
£38.00
4
£40.00
3
£34.00
If you’re looking for some more inspiration on how to use your Virtue products, the expert Cult Concierge team at Cult Beauty is here to help!
IS VIRTUE CRUELTY-FREE?
Yes, Virtue is cruelty-free! Virtue products are never tested on animals. They are also vegan, gluten-free and free of parabens and sulphates.
IS VIRTUE VEGAN?
Virtue uses no animal-derived ingredients. And the Alpha Keratin 60ku is ethically sourced from human hair.
HOW TO USE VIRTUE 6 IN 1 STYLER
The {Virtue All for One 6 in 1 Styler Cream} strengthens and hydrates the hair while adding shine. It’s also perfect for all hair types. Yes, please! You can use it on both damp or dry hair, applied from the middle on the hair lengths to the ends – it’s best to avoid applying on roots. This iconic lightweight and sheer hair product makes your hair feel super soft while also protecting from damage. It literally does everything! Once applied, dry or style as usual for sleek, smooth and protected hair.
HOW OFTEN DO I USE THE VIRTUE HAIR MASK?
The Virtue hair mask is best used at least once a week or as often as you feel your hair needs some TLC. Shampoo your hair as normal and apply the mask after for at least three minutes. Do it a little longer for a more intensive treatment.
WHICH VIRTUE SHAMPOO TO USE?
There are plenty of incredible Virtue shampoos to choose from, depending on your hair type and texture as well as your hair goals. If you feel like your hair needs some help and is suffering from damage and breakage, inject some nourishment with the {Virtue Recovery Shampoo} or {Virtue Smooth Shampoo}. If you’re on the hunt for more volume, the {Virtue Full Shampoo} will be your new best friend. Does your curly hair need some attention? Head straight to the Curl range and try the {Virtue Curl Shampoo}.
