Smooth Shampoo by Virtue
Available in a 2oz or 8oz size, Raleigh,NC based Virtue Labs Smooth Shampoo is a luxurious lathering shampoo with a soft, smooth finish. Formulated with the first-of-its-kind Alpha Keratin 60ku® protein, this shampoo acts as a powerful in-shower daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each strand, tackling frizz at the source for haircare goes light years beyond basic cleansing. Color-safe, paraben-free, gluten-free.
"Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.
There have been many moments of happenstance (and quite a bit of luck) on our journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.
We set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.
We set up shop in Raleigh, NC, to stay true to our roots. It’s close to our labs in Winston-Salem, where we work out of former testing facilities once used by the tobacco industry. Those facilities have been transformed through government grants that not only help stimulate the local economy, but also help foster new technology development in our region. We are proud to be building a business in this vibrant state and even more proud to call it home."