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Virtue: Meet the science-driven, celebrity-endorsed haircare label dedicated to repairing and restoring dry, damaged locks

Virtue: Meet the science-driven, celebrity-endorsed haircare label dedicated to repairing and restoring dry, damaged locks

On the mend

Text: Jolene Khor Emily Heng


Image: Instagram | @virtuelabs

As much as we adore all manner of hair styling, dyeing, and beautifying, they often come at the expense of our mane. Made to suffer everything from heat damage to product overload, it comes as no surprise that most tresses emerge irrevocably damaged after one-too-many vanity-induced procedures. Or so we thought.

Logical as it might sound to hack away any damaged bits and start anew, there are other solutions in the horizon. Fashion and beauty editor Jolene Khor has been chanelling Kirsten Stewart, Saoirse Ronan, Jessica Biel, and Charlize Theron (whose hair guru, the prolific Adir Abergel, is the creative director) and giving Virtue a go lately.

The new haircare kid on the block features a groundbreaking, super science-y ingredient to salvage even the driest, damaged of locks: Alpha Keratin 60ku. Think of it as human keratin in its purest form. Capable of healing burn wounds and regrowing tissue (no joke) its abilities extend to hair, too — it binds directly to areas of injury and fills them in.

The end result? Stronger, smoother, and shinier hair even if yours have been damaged from dyes and perms like ours have. Dare we say this might just turn back the clock on years of bleach blunders and dye dire deeds? There's hope yet.

Virtue is available on Net-a-Porter.

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