Discover Virtue, a scientific breakthrough that’s changing the way we treat, care for, style and even think about hair, and Flourish, their revolutionary approach to female hair loss and growth, writes Ariana Pezeshki.
Virtue is the prestige hair care brand that goes beyond care to biotech-based repair, as centred on the hero and multi-patented Alpha Keratin 60ku component. This pioneering technology changes the health and quality of hair, as the first and only ingredient of its kind. Six years ago Virtue came across an entirely new way to collect Keratin in its pure form. Alpha Keratin 60ku is a proprietary hair-healing protein clinically proven to transform hair into its healthiest version yet in as few as five uses. With real technology and real results, it’s no wonder the brand has Hollywood jumping on board with the likes of Jennifer Garner and Charlize Theron becoming part of the brand.
Flourish is Virtue’s latest ground-breaking invention that deals with female hair loss. With 40 per cent of women experiencing hair loss by the time they are 40, Virtue is on a mission to shatter the stigma and ignite the important conversation surrounding feminine hair loss by delivering better hair growth products. Two ground-breaking keratin proteins power the Flourish products with regenerative medicine to form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with the strength, elasticity and flexibility that is needed to survive.
“Our scientists started to look at how our technology could be affecting regrowth and how we could possibly accelerate it,” shared Virtue Labs founder and CEO Melisse Shaban. “The resulting Virtue Flourish line includes a complex that is 95 per cent Alpha and 5 per cent Gamma Keratin. This particular ratio helps with inflammation, which is a huge part of why women begin to lose hair. A healthy scalp grows healthy hair, and quelling inflammation at the scalp helps to allow new hair through the follicle.”
As we know, hair growth takes time and this formula works together to repair and rejuvenate hair so it looks amazing while growing new healthy hair. New hair can only survive if cared for and this nourishing new formula is perfect for fragile hair as it emerges from the scalp, increasing the strength and thickness of new fibres. It nourishes the microbiome, clears follicles and strengthens the moisture barrier. Through a third-party clinical study, Virtue measured the effectiveness of the three-step regimen. With 100 per cent of hair growing faster, 94 per cent healthier feeling hair and 91 per cent less fall-out, the results speak for themselves.
The Flourish line is safe for colour-treated hair, and is cruelty-free, gluten-free and vegan, while also being free of sulphates, parabens, phthalates and synthetic colours or dyes. Combining science and nature, Flourish contains cutting-edge plant Phyto-actives and proven hair growth accelerators with proteins. A three-step system contains shampoo and conditioner for thinning hair and a density booster, as an effective regimen for mild to moderate thinning hair and for clients seeking a natural solution. The Flourish range gives clients a spa-like feel with aromatic fragrances blended into the products, such as bright citrus, clean flowers, and balancing woods with basil and patchouli essential oils for scalp care and healthy hair.
The Flourish Density Booster is a nutrient infusion for the scalp that targets fatigued follicles and fragile hair. Clients can also add the Flourish Volumizing Styler to their collection. Ideal for fine hair, this self-foaming formula is lightweight and provides instance bounce, body and hold for even the thinnest parts of the hair. The Manta Healthy Hair Brush is another addition to the revolutionary range, which bends and moulds to the shape of a hand and scalp to create less tension on each strand of hair. The newest launch, the Virtue Flourish Mask for Thinning hair, adds moisture and strength to fragile hair without ever weighing it down, while also providing protection from shedding and promoting healthy growth.
Key ingredients in the flourishing range include Alpha Keratin, Gamma Keratin, and Larch Wood Extract, which work together to nourish the scalp, repair damage, and provide hair elasticity and flexibility while encouraging a growth phase. Clients can expect hair to feel healthier and appear more vibrant while cuticles are restored and repaved with shine. Each strand of hair will become thicker with added volume and bounce while the scalp also becomes healthier and transforms by unclogging follicles and adding a surface of moisture.
Flourish is ideal for those with mild to moderate hair loss due to an array of factors, including hereditary, hormonal, nutritional and everyday stressors. Clients can expect new hair growth gradually over three to six months.
“It’s part of our mission with Flourish to help shatter the stigma of hair loss,” Melisse said. “I think younger women are used to sharing their lives more than generations before. So, more and more, women who are experiencing hair loss don’t suffer in silence as much. They’ve opened up the conversation, and they are starting to demand that the industry do more to address it.”
Virtue pioneers innovative hair technology that changes the health and quality of hair one product at a time. The Flourish line continues the brand’s ethos of quality haircare and ingredients into the future. Later this year the brand will also launch its Brow Enhancing Serum as part of the Flourish range, adding to this product legacy.
For more information visit www.virtuelabs.com