VIRTUE Volumizing Primer

After decades in the beauty industry, we didnÕt think there was anything that could surprise us. Then we discovered Alpha Keratin 60ku(R), a protein so transformative, we knew we couldnÕt keep it to ourselves.
Alpha Keratin 60ku(R) was discovered by Dr. Luke Burnett, a retired US Army Colonel working in regenerative medicine, found a way to create a keratin protein that is almost identical to the keratin in our own hair, skin, and nails - so much so that our bodies welcome it as our own. ItÕs the first time human keratin has ever been used in hair care.
Alpha Keratin 60ku(R) binds directly to areas of damage and fills them in, revealing hair thatÕs shinier, stronger, and overall more healthy. For the first time, we can actually repair hairÑeven after the damage is already done.
A single hair before and after 5 applications. As the hair is repaired, color is restored and vibrance increases by up to 138%.
(source: AMA Labs and MRL)
Hair in vivo under real world conditions before and after 4 applications. Hair is dramatically smoother, more composed, and 67% less frizzy.
(source: AMA Labs and MRL)
A single split hair before and after 5 applications. The hair is made whole again, achieving a 95% reparation.
(source: AMA Labs and MRL)
A single strand, magnified 860x, after 1 application. Moisture levels rise and each hair grows up to 22% thicker.
(source: AMA Labs and MRL)
In addition to our proprietary Alpha Keratin 60ku(R), our products are formulated with a curated set of ingredients to give your hair the health-boosting benefits it craves:
Hydrolyzed Wheat Protein: Enhances the appearance and feel of hair. It increases suppleness and facilitates styling while improving gloss/sheen and the texture of hair.
Panthenol (Vitamin B5): This natural B vitamin delivers moisture, softness, and shine.
Hydrolyzed Soy Protein: A protein that helps to improve manageablility, and condition and moisturize hair, improving its overall healthy appearance.
*Consumer perception study conducted on 50 respondents after 5 uses/one week.