Virtue is changing the game when it comes to hair health and repair, with the brand’s patented protein Alpha Keratin 60ku at its centre, and an important approach to hair loss and health. We spoke to Product Developer Debby Vellozzi about the process behind the technology and how it’s revolutionising the quality of hair.
What does the product development process look like for Virtue?
Virtue starts every new product concept with our proprietary patented protein Alpha Keratin 60ku in mind, we only go where our protein can take us. We lead with technology and then formulate from there. We work carefully with our labs to make sure our new concepts are partnered with the best ingredients, which partner well with our protein. Once we get submissions from our labs we then thoroughly test them with our Brand Ambassadors as well as in our lab to make sure the formula is the most efficacious it can be. Additionally, we conduct safety testing and clinicals as they relate to the product claims.
What is the products’ point of difference?
Virtue has something no one else does: Alpha Keratin 60ku, a first-of-its-kind, multi-patented protein that’s nearly identical to the protein that makes up our hair, skin, and nails. It is derived from human hair and welcomed by the body as its own, adapting strand by strand to forever change the health, quality, and appearance of your hair.
How are ideas generated?
New product ideas come from many places. We look to our Alpha Keratin 60ku to see where we can benefit hair the most. From there we take a look at the “white space” within Virtue and where we lead as a treatment-based brand. Our Creative director Adir Abergel works closely with Product Development to inspire innovation and collaborate on making sure we support the world of hair in the most relevant way.
What is the brand ethos?
We are inspired by a vision to give everyone their best hair scientifically possible. To empower them to radically change the health, quality and appearance of their hair, and by doing so, change the way they look and feel forever.
What has been a hero product or highlight so far?
Our award-winning Healing Oil is a fan favourite – and different from anything else out there – not only because it’s fast-absorbing, leaving no oily residues, but because it’s full of our proprietary Alpha Keratin 60kuprotein. This keratin is derived from human hair, so when applied, it fills in cracks in the cuticle to make hair whole again. It reinforces the strength and resilience of each individual strand, making hair shinier and healthier with each use. It’s healing hair with hair.
The Healing Oil formula itself is so lightweight, it won’t weigh down the hair or make it greasy. Kalahari Melon Seed Oil, Marula Oil, and Coconut Oil provide deep moisture, protection from moisture loss, and antioxidant protection from the drying, damaging effects of environmental aggressors. Plus, it adds a gorgeous, sheer shine.
What’s coming up next?
Virtue is a treatment-based brand therefore we are always looking forward to categories that we can help heal hair and scalp issues. We have exciting opportunities with problem/solution remedies as well as continuing to expand our Flourish Brand for healthy hair growth.
For more information visit www.virtuelabs.com
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