Edwards and Co’s rustic chic Surry Hills salon was the base for the Australian launch of US-based hair care brand Virtue Labs last week, as the hair and beauty community gathered to experience a one of a kind technology that combines science and hair care in a way never seen in the industry before.
Virtue Labs CEO and Founder, Melisse Shaban, and her team explained that what makes Virtue so powerful and unique is the Alpha Keratin 60ku protein. It was discovered that the protein, which is virtually identical to the keratin in the human body that makes up 90% of our hair, skin and nails, has the power to help heal burn wounds and regrow tissue, and was initially used to treat wounded soldiers who had suffered massive injuries. Fast-forward six years and over 30 million dollars in research later, hair stylists have seen the incredible results the Alpha Keratin 60ku had on severely damaged hair, and the perfect mix was created by Melisse and her team of scientists and stylists that ultimately became Virtue Labs hair care.
Virtue Labs’ Lead Educator, Dustin Smith, explained that the Alpha Keratin 60ku protein seals and repairs each individual strand of hair. Our bodies recognise the keratin as our own, and that’s what makes it so powerful.
Clinical results have shown a 67% reduction in frizz, 95% split end reparation, a 22% increase in thickness, and a 138% increase in colour vibrancy.
The current product line includes four hero categories with a comprehensive offering of products:
A range of shampoos and conditioners that rebuild and restore hair with each use.
A family of products that work to purify, detox and reinvigorate hair, bringing it back to its lightest, cleanest state.
Transformative treatments that heal, nourish and repair hair.
A range of stylers that help lift, hold, protect and perfect your chosen look.
With new product lines set to launch throughout 2019 and 2020, this is one brand to keep an eye on.