Luxury hair care brand Virtue extends product line-up

Founded by Melisse Shaban, the brand uses its patented Alpha Keratin 60ku protein, which hair recognises as its own

Luxury hair care brand Virtue has extended its product line-up with a new Volumizing Primer.

Retailing at £34, the light mist is said to hold hair all day, while protecting against heat and environmental damage.

It is also designed to help fine hair recover from breakage thanks to its patented Alpha Keratin 60ku protein, which hair recognises as it own to enhance the repair process.

Virtue recommends spraying onto damp hair section by section, targeting the roots through to the mid-length and styling as usual.

The brand was founded by Aveda’s former General Manager, Melisse Shaban, in 2017 after discovering the Alpha Keratin 60ku, which was originally formulated for life-changing regenerative medicine.

The brand also partnered with celebrity colourist Nicola Clarke as a brand ambassador and Adir Abergel as Creative Director.

The product is now available from Cult Beauty.

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