Virtue Labs Review: Are the Brand’s Claims Backed by Research?

Virtue Labs is a haircare brand that claims to reduce frizz, help restore elasticity, improve color retention, and enhance hair thickness. The brand also provides personalized tools, such as a Hair Quiz, which could help you identify the best products for your hair goals.

The brand offers a complete line of hair care products that might cater to a wide variety of needs. These include shampoos, conditioners, masks, and styling aids.

This article will help you explore Virtue Labs’ product range, its advantages, and limitations. We have also evaluated the brand based on factors like its brand reputation, value for money, and other key pointers.

About Virtue Labs

Virtue Labs focuses on repairing and supporting your hair health using a protein called Alpha Keratin 60ku®. As per the official website, Virtue Labs offers several product lines based on different hair needs.

The Recovery collection line includes shampoos, conditioners, and serums designed to help restore damaged hair. The Flourish® series is for thinning hair and includes shampoos, conditioners, and options like Minoxidil spray and foam.

For people dealing with frizz or dull hair, Virtue has the Full and Smooth collections, along with curl-specific products to improve shine and manageability. Virtue Labs claims that all its products are free from sulfates, parabens, phthalates, dyes, and gluten.

Virtue Labs Best Selling Products

1. Virtue Labs Healing Oil

   As per the official website, Virtue Healing Oil combines hydrating oils with Alpha Keratin 60ku® protein, which may boost shine. It could help strengthen, protect, and restore your damaged strands at a cellular level.

   Healing Oil includes tocopherol, a natural form of vitamin E, which offers antioxidant protection by neutralizing free radicals caused by UV light and pollution. Tahitian Gardenia Flower Extract in this oil may help strengthen weak and damaged hair.

   The makers also added kalahari melon seed oil in Healing Oil by Virtue Labs, which could provide intense hydration and antioxidant protection, shielding hair from environmental stressors and moisture loss.

   The makers advise shaking the Healing Oil bottle well before use to activate the formula, then apply a few drops to your palms and work through damp or dry hair.

2. Virtue Labs Recovery Shampoo

   Recovery Shampoo by Virtue Labs may help repair and revitalize damaged hair with every wash. It also features Alpha Keratin 60ku® protein, which actively works to rebuild and strengthen the hair from within.

   The makers state that Recovery Shampoo might help to fill in cracks along the hair cuticle, restoring softness, moisture, and resilience by dissolving daily buildup.

   Hydrolyzed Quinoa in Recovery Shampoo could help enhance color vibrancy, moisture retention, and gloss, while Baobab Seed Oil acts as a deeply nourishing emollient for dry, brittle strands. Recovery Shampoo also has grapefruit extract, which is rich in vitamin C and antioxidants and might help rejuvenate your scalp and restore hair’s natural vibrance.

   To use, the makers suggest taking a quarter-size amount of Recovery Shampoo to change it into a rich lather between your palms, applying it to wet hair, and massaging thoroughly into the scalp. Distribute the lather through the ends, then rinse well.

3. Virtue Labs Recovery Conditioner

   Virtue Labs Recovery Conditioner could help improve the softness, strength, and shine of your hair. It works to reconstruct frayed cuticles and brittle ends, helping to smooth the hair fiber, reduce breakage, and improve manageability over time. The makers highlight that Recovery Conditioner is suitable for different hair types, especially those hairs that are exposed to heat, coloring, or chemical treatments. This conditioner might help enhance color retention, boost moisture, and add brilliant shine.

4. Virtue Labs Flourish Shampoo for Thinning Hair

   As per the official website, Flourish Shampoo for Thinning Hair by Virtue Labs is made to support healthier hair growth by creating a suitable environment for the scalp. This formula works by stimulating the scalp, removing buildup, and clearing debris from follicle openings.

   Flourish Shampoo for Thinning Hair combines Alpha and Gamma Keratin proteins that mimic natural hair proteins, supporting the structure and resilience of thinning hair. It could help cleanse the hair shaft while addressing irritation and flaking.

   The makers state that  Flourish Shampoo for Thinning Hair is color-safe, vegan, gluten-free, and free from parabens. To use, they mention taking a quarter-size amount of shampoo into a rich lather between your palms. Apply to wet hair, massage into the scalp to activate circulation and break down buildup, then work the lather through to the ends before rinsing thoroughly.

5. Virtue Labs Flourish Conditioner for Thinning Hair

   Virtue Labs Flourish Conditioner for Thinning Hair may help strengthen, hydrate, and detangle fine, fragile strands. It could help nourish and thicken your strands without adding weight or buildup.

   This sulfate-free conditioner includes Probiotic Ferment to nourish your scalp and support cellular oxygenation, creating a balanced environment for hair growth. The makers also added Biomimetic Signal Peptides in this conditioner, which might help calm your scalp irritation and maintain follicular health.

   Flourish Conditioner for Thinning Hair features hydrolyzed quinoa, which may help penetrate your hair shaft to repair and strengthen damaged hair. It could also help retain moisture, making your hair smoother, manageable, and less prone to thinning caused by dryness or brittleness.

   This conditioner also includes baobab seed extract, which may help deeply nourish your hair strands, improving their strength and elasticity. This helps prevent breakage, making your hair appear fuller and healthier.

   As per the official website, Flourish Conditioner for Thinning Hair also has clover flower extract, which might support scalp health by reducing inflammation and improving circulation. It can help create a better environment for hair growth and possibly decrease hair loss caused by scalp issues.

6. Virtue Labs Flourish Density Booster

   Flourish Density Booster by Virtue Labs may help revitalize thinning hair by providing targeted nourishment directly to the root. It could support fatigued follicles and nurture the growth of new, fragile hairs, helping them to thicken and thrive over time.

   The formula combines Virtue’s patented Alpha and Gamma Keratins with Biomimetic Signal Peptides, bio-identical proteins that promote a healthy scalp environment and optimal hair development.

   The Density Booster features Saccharomyces Lysate, a probiotic yeast extract, which could support cellular oxygenation and help reduce irritation.

   Larch Wood Extract in Flourish Density Booster may help initiate the anagen (growth) phase of your hair cycle. It might also help stimulate follicle activity, improve hair density, and strengthen new strands.

   Methyl Nicotinate in this booster by Virtue Labs acts as a vasodilator, promoting increased blood flow to the scalp and thereby delivering more nutrients to hair follicles.

   The formula is further enriched with ginger root, pea extract, moringa seed, hibiscus, and jasmine flower, each selected for their ability to provide essential nutrients, antioxidants, and soothing properties to the scalp.

   Peppermint Oil and Menthol contribute a refreshing, tingling sensation that can invigorate the scalp and enhance the application experience.

   Antioxidants such as Tocopherol (Vitamin E) are added to protect the scalp from excessive oxidative stress and environmental damage, further supporting the health of your hair.

7. Virtue Labs Damage Reverse Serum

   According to the makers, Damage Reverse serum could help repair existing damage instantly and protect hair against future harm. This serum may help strengthen your hair, promoting healthier, smoother strands with each use while defending against daily stressors such as heat, UV rays, and pollution. The Damage Reverse serum includes Tremella Mushroom, a natural hydrator revered for its superior moisture retention abilities. It helps keep hair soft, supple, and protected against dehydration. This serum also features a Solar-Protection Complex, which may help guard hair against the damaging and color-fading effects of light exposure, ensuring long-term vibrancy and shine.

8. Virtue Labs Restorative Treatment Mask

   The Virtue Restorative Treatment Mask might help revive dry, damaged hair. It is said to help restore shine, smoothness, and moisture of your hair without weighing strands down.

   Restorative Treatment Mask is infused with cystoseira compressa extract, a marine-derived brown algae known for its heat-protective properties and intensive repair capabilities. It might help strengthen your hair fiber and shield it from thermal stress.

   The makers also added amaranthus caudatus seed extract in this mask, which is a plant-based protein rich in flavonoids and polyphenols, potentially enhancing moisture retention, shine, and color vibrancy.

   Restorative Treatment Mask also has cynara scolymus (Artichoke) leaf extract, which could support cuticle integrity by protecting your hair from environmental aggressors and preserving surface smoothness.

Virtue Labs Advantages

1. Comprehensive Product Range

   Virtue Labs offers an extensive selection of hair care products tailored to address a diverse range of hair needs and preferences. The product lineup includes shampoos, conditioners, styling creams, serums, oils, and targeted products like Recover Conditioner, healing oil, and Flourish Density Booster, each formulated to address concerns like thinning, dryness, frizz, lack of volume, or damage. This wide-ranging approach enables you to manage multiple hair issues within a cohesive system, promoting brand loyalty and simplifying the decision-making process. Virtue Labs covers all critical stages of hair care, including cleansing, conditioning, styling, and repair, allowing you to curate an end-to-end routine without needing to mix and match from multiple brands.

2. Customizable Routine

   Virtue Labs offers a personalized approach to hair care with interactive tools like their online quiz. The quiz recommends products tailored to your unique needs by asking about your zip code, natural hair texture, hair thickness, and specific goals (e.g., damage repair, frizz reduction, or volume). This eliminates the guesswork of choosing hair care products, ensuring that you receive suggestions suited to your hair type and lifestyle. Virtue Labs helps you make informed decisions by focusing on your hair concerns and desired outcomes.

3. Claims To Be Color-safe and paraben-free

   Virtue Labs claims to maintain a universal commitment to being color-safe and paraben-free across its entire product line, ensuring that its formulations help preserve the vibrancy of color-treated hair while eliminating potentially harmful preservatives. Parabens, widely used as antimicrobial agents in cosmetics, have come under scrutiny for their potential to mimic estrogen and disrupt endocrine function. Virtue Labs aligns its formulations with scientific guidance and consumer preferences by excluding these compounds. As per the official website, Virtue Labs states that its products are made without harsh sulfates, synthetic dyes, or phthalates, so they cannot strip your hair’s natural oils during use.

Virtue Labs Limitations

1. No Physical Brand Stores

   Virtue Labs does not maintain any standalone retail stores exclusively dedicated to its brand. Instead, the company distributes its products through third-party retailers like Sephora, Ulta Beauty, and Neiman Marcus, using the broad customer bases and established infrastructure of these platforms. While this omnichannel distribution strategy enhances geographic and demographic reach, it also reduces brand control over the in-store experience, merchandising, and personalized customer service. Virtue Labs relies heavily on third-party beauty advisors who may not possess the same depth of product knowledge or commitment to the brand’s unique positioning and science-driven identity.

Virtue Labs Alternative Brands

1. Prose

   Virtue Labs and Prose both offer premium haircare options but differ significantly in their approach and product focus. Prose provides personalized haircare products, making formulas tailored to your needs through a detailed consultation process that analyzes over 80 factors, including diet, environment, hair type, and lifestyle. Their formulas are made-to-order from more than 185 ingredients, with adjustments available over time to adapt to changes in hair or skin conditions. The brand also offers customized skincare products like Custom Serum and Custom Cleanser, which are lacking in Virtue Labs.

   Virtue Labs focuses exclusively on haircare, using a patented, 100% bio-identical protein called Alpha Keratin 60ku®, designed to repair hair from within rather than merely mask damage. While Virtue offers a personalized Hair Quiz to guide customers to the right regimen, it does not create custom formulations in the same way Prose does.

   Prose claims that its formulations are free from parabens, sulfates, phthalates, mineral oils, and GMOs and are cruelty-free and carbon-neutral. Virtue also maintains a clean ingredient philosophy, being sulfate-free, paraben-free, phthalate-free, gluten-free, vegan, cruelty-free, and free of synthetic colors and dyes.

   Virtue’s defining ingredient, the Alpha Keratin 60ku®, represents an innovative technology aimed at hair repair, whereas Prose highlights a broader variety of multi-benefit ingredients combined with AI-driven customization.

   As per its official website, Prose is certified as a B Corporation and Climate Neutral Certified, highlighting formal recognition of their environmental commitments. Virtue emphasizes integrity, innovation, and inclusivity, producing their products in their own US lab and maintaining vegan and cruelty-free certifications.

2. Olaplex

   Olaplex centers on molecular bond science aimed at repairing and strengthening hair from within. The brand focuses on foundational hair health with a scientific, bond-repair approach.

   Virtue Labs positions itself as a holistic hair care brand addressing a wide range of hair concerns, including damage, thinning, dryness, volume, frizz, curls, scalp care, and color care.

   When it comes to product offerings, Olaplex maintains a focused range mainly comprising bond maintenance shampoos and conditioners such as No.4 Bond Maintenance® Shampoo, No.5 Bond Maintenance® Conditioner, No.7 Bonding Oil, and No.6 Bond Smoother. Their product line is targeted and specialized, focusing primarily on repair and maintenance.

   Virtue Labs, on the other hand, offers an extensive and diverse portfolio spanning shampoos, conditioners, styling products, and specialized collections for specific concerns such as thinning hair or color care. The brand’s collections include products like Recovery Shampoo & Conditioner, Flourish Mask for Thinning Hair, ColorKick De-Brassing Shampoo, and the Damage Reverse Serum.

   Olaplex products generally range from $16 to $54, with promotions such as 25% off sitewide, gifts with purchase, free shipping on orders over $35, and 15% off the first order.

   Virtue Labs offers a wider price range depending on product size and type, including smaller travel sizes and samples to encourage trial. For example, Virtue Labs’s Recovery Shampoo is priced at $42.00 for a full-size, 8-oz. Both Olaplex and Virtue Labs position their pricing to reflect hair care formulations, with added value through discounts, samples, or free shipping.

How Did We Evaluate The Virtue Labs?

1. Brand Credibility

   Virtue Labs is a relatively young brand in the premium hair care industry, known for its innovative use of biotechnology in its products. The brand features Alpha Keratin 60ku®, a bioidentical protein derived from human keratin in its products, which is designed to repair and strengthen hair. This technology stands out among Virtue Labs hair care brands, particularly if you have damaged or stressed hair due to heat, chemicals, or environmental factors.

   Virtue Labs has received an A+ rating from Better Business Bureau, which reflects the company’s strong commitment to ethical practices and customer satisfaction. This rating suggests a good track record in customer service and business integrity, offering consumers confidence when purchasing from the brand.

   Virtue Labs has also earned an overall rating of 4.0 out of 5 stars on Reviews.io from over 2,000 users. About 44% of reviewers gave it five stars, and 56% rated it four stars, signaling a generally positive reception from customers.

2. Refund Policy

   We assessed Virtue Labs by closely reviewing the clarity, fairness, and customer-centeredness of their refund and exchange policy. The policy offers a generous 30-day return window, which is a standard we look for in brands that prioritize customer satisfaction. Virtue issues refunds to the original payment method and includes applicable sales tax, which reflects a strong commitment to fair treatment. They cover return shipping costs, a valuable benefit that removes a common friction point in the return process.

   The brand provides detailed explanations for how they handle discounts on bundles and BOGO promotions, applying prorated discounts fairly across individual items. This level of transparency is a positive sign, as it helps manage customer expectations and avoids confusion. Their willingness to accept exchanges for new or gently used products shows flexibility, which is particularly important in personal care, where a product might not work for everyone.

   That said, we noted a few potential areas of complexity or minor inconvenience. Shipping fees are nonrefundable, which is typical, but still not suitable from a customer’s perspective. You may be required to provide a receipt to process returns, which could create delays if documentation is lost. The refund calculations for discounted or promotional purchases, while fair, are detailed and could be difficult for some customers to follow. Also, free products received through BOGO promotions are not eligible for exchange, which might disappoint customers expecting full flexibility.

Frequently Asked Questions

1. Do Virtue Labs products build up on hair over time?
   Maybe. While Virtue Labs claims that its products help nourish and repair, buildup can occur, particularly if combined with other styling products or heavy conditioners.
2. Are Virtue Labs products suitable for me if I have a sensitive scalp or allergies?
   Virtue Labs claims to avoid common irritants in its products. Despite this, if you have a sensitive scalp or known allergies, you should carefully review the full ingredient list before trying the brand’s products. Performing a patch test and consulting a dermatologist beforehand is a wise precaution.
3. Can Virtue Labs products be used on extensions or wigs?
   No. Virtue Labs offers protein-rich formulas that are designed with natural hair in mind. However, when it comes to extensions or wigs, especially synthetic ones, protein products may have unintended effects, potentially altering texture or integrity.

Conclusion

Virtue Labs claims to combine biotechnology with its products, designed to repair hair at a structural level. The brand’s collections may help address common concerns such as damage, thinning, and dryness.

While Virtue Labs offers a comprehensive range of products aimed at professional-grade results, its premium pricing may not suit all budgets. Results can also be different depending on your hair type, and the brand’s reliance on third-party retailers may limit personalized customer support.

However, while Virtue Labs provides hair products to boost your hair texture and shine, maintaining healthy hair can also involve natural haircare approaches such as consuming a diet rich in essential nutrients like biotin, vitamin E, iron, and omega-3 fatty acids.