This Haircare Brand Is Underrated & I Need To Talk About It
Rebecca Sullivan worked as a lifestyle and beauty journalist for almost a decade, before crossing over brand-side to work behind-the-scenes in the beauty industry full time. Now, she works in PR, Communications and Content strategy, and literally gets paid to play with lipstick and highlighters all day.
When it comes to top-notch haircare products, often it’s the shiny and fabulous high profile brands that tend to hog the spotlight.
And while I certainly don’t have any plans to ditch the Christophe Robin Regenerating Mask or the famous Oribe Dry Texturising Spray from my bathroom cabinet anytime soon, there’s an under-the-radar haircare brand I’ve fallen in love with recently that not enough people are talking about!
Virtue Labs Haircare is an American hair brand that recently launched in Australia.
Virtue creates salon-quality shampoos, conditioners and treatment products that are simple to understand, easy to use and actually produce great results.
And the real point of difference here is that all of Virtue’s products contain an amazing super ingredient that heals damaged hair - Alpha Keratin 60ku.
Our hair already contains keratin. It’s the protein that helps strengthen hair and prevents breakage, heat damage and frizz. And all of Virtue’s products are packed full of the stuff.
“Alpha Keratin 60ku is a pure, whole, human protein. It is the first of its kind on the market, using real human keratin as an additive in hair products. It is also the key ingredient in every Virtue product,” explains celebrity hairstylist and Virtue ambassador Jaye Edwards, founder of the Edwards & Co hair salons.
“Alpha Keratin can seek out and find damage in your hair. Once it finds the damage, it binds to it and fills in any weak spots. It transforms hair that is damaged, in turn leaving you with beautiful and healthy hair.”
If you’ve got colour-treated, dry or damaged hair like me, this is the haircare range you need in your life!
Why Should You Bother Forking Out For Professional Haircare Products?
There is a considerable price difference between professional shampoo and conditioners like Virtue, compared to haircare products sold at the supermarket.
That’s because the ingredients and formulations in salon haircare products are usually of a much higher standard.
The key to ensuring your hair looks shiny and healthy at all times is to ensure you’re using always quality products.
Jaye explains using poor-quality products can also impact your hair colour.
“After forking out in a salon for a beautiful colour and cut, it can be tempting to cut corners on your regular everyday products, but you risk reversing all your hard work,” he explained.
“Cheap products can be full of nasty chemicals and silicones that will build up in your hair over time, which will dull your colour and affect your future colour services.”
If you want to know more about that, just listen to this episode of our podcast.
Here Are My Favourite Virtue Hair Products:
Ladies and gentlemen, here's the Virtue haircare review you never asked for but I'm going to give you anyway.
This mask is perfect to use when your hair needs a bit of extra TLC - even Jaye calls this his “all time favourite restorative mask”. I like to use it weekly on wet hair in the shower, or sometimes when my hair is already dirty, I slap a big handful of this onto my ends, tie my hair into a low bun and let the mask do its thing overnight.
It might sound counterintuitive to put oil onto your hair, but a few drops of this on your ends keeps them hydrated and nourished, plus it prevents split ends from getting worse. It’s also great to use in a slicked-back ponytail or bun, ensuring your hair is super chic and glossy, while keeping pesky flyaways at bay!
Aside from being one of the best-smelling shampoo and conditioners duos ever, these products work perfectly to give you that glorious freshly-washed hair feeling, while still nourishing and hydrating your locks. You know your hair can sometimes feel dry and brittle straight after shampooing? That doesn’t happen here, thanks to the brilliant Alpha Keratin 60ku, which fills cracks in the hair cuticles with pure human keratin. This means that you’re treating your hair each time you wash it.
“The Recovery Shampoo and Conditioner work to repair damaged hair with each use,” Jaye says.
“The shampoo gently dissolves daily build-up of products and other pollutants while filling in cracks of damage, while the conditioner reconstructs frayed cuticles and brittle ends. Both products are formulated with Alpha Keratin 60ku, meaning every wash is like a high-powered treatment.”
I also find this reparative duo doesn’t strip my colour like many cheaper supermarket shampoo and conditioner sets do.
So, what the hell are you waiting for? Explore the whole range of products below and discover your own personal faves. Thank me later for bringing this haircare brand to your attention.
