Virtue Labs has rolled out new Damage Reverse Serum. The company calls it the brand's biggest innovation since its inception in 2017.

Virtue Labs has incorporated the highest concentration of Alpha Keratin 60ku, its patented bioidentical healing protein, into this new featherweight, cream-to-serum. The result: Reverse Serum is clinically proven to deliver unparalleled immediate and long-term benefits, say executives.

Inside the cortex, the formula refills lost keratin and, after just one use, fuses broken bonds and keratin protein fibers back together. This restores flexibility and elasticity to help prevent further breakage. Outside on the cuticle, an invisible, weightless shield coats strands to keep the cuticle strong, healthy and intact, to protect against damage.

It makes hair whole again—and keeps it that way, according to Virtue Labs, which is based in North Carolina and is majority owned by Combe Inc.

“There’s a lot of noise in the industry about repairing hair and how this is done. We know that when hair is damaged, it leaches out keratin. Virtue’s technology combats this by refilling hair with a whole, natural form of keratin,” said Debby Vellozzi, head of product development, Virtue Labs. “Now, with Damage Reverse Serum, we’re taking it a big step further: with continued use, this formula prevents damage from ever accumulating again, proving that this formula is quite frankly far superior than temporary quick fixes.”

According to Vellozii, Virtue has always been inspired by “a vision to give everyone their best hair scientifically possible and we have an extraordinary protein that really paves the way for innovation. The fact that Damage Reverse Serum not only effectively repairs existing damage, but prevents it from ever accumulating again, it’s a true testament to the power of our Alpha Keratin 60ku.”

A clinical instrumentation study demonstrated that the formula:
• Provides a 360° approach to hair repair;
• Fights future damage;
• Instantly repairs 98% of split ends after just one use; and
• Makes hair instantly more resistant to breakage after just one use.

The formula’s key components include Peptide Matrix Technology, which helps promote a healthy hair lifecycle, optimal scalp health and better hair quality overall; a biomimetic peptide that helps restore damaged strands and protects against the oxidative damage caused by exposure to UV rays, pollutants and other triggers of free radicals; Tremella mushroom polysaccharide as an alternative to hyaluronic acid to hydrate strands and retain moisture; and multi-faceted UV/Solar/Photo-Protection Complex, which is said to shield strands from the damaging, aging, drying, color-depleting, and sensitizing effects of UV light exposure.

Product Development Process

According to Vellozzi, there were two “ah ha” moments during the development.

“Our internal testing proved its success before even going outside to clinical labs. We were not surprised when we received confirmation that, in just five uses, Damage Reverse Serum was able to repair a truly broken/damaged hair strand, reverse damage and prevent it from ever accumulating again. At this point it was clear, this product was transformative.”

The second “ah ha” moment was more “tactile in essence,” she told Happi.

“We had quite a few testers paneling this formula. More than once, these testers noticed that they didn’t need the same frequency of their haircut because their hair felt healthier and ends were not broken. One tester actually went for hair color and the colorist asked her if she had just received a haircut, when in reality, it had been a few months overdue!”

According to Vellozzi, Virtue dosage-tests the Alpha Keratin 60ku in its labs to see what the optimal level should be in each specific product. The high concentration in this new serum also supports the key benefits of the formula, as it is uniquely designed to provide the quickest, most intense repair in a single use, she said.

“The biggest hurdle for this type of format is texture and viscosity. Because it’s a first step in your hair routine, it cannot be heavy or weighty. In addition to this, to keep this product stable with a large dose of Alpha Keratin, it can’t be too thin,” she said. “Our chemists spent months trying to format this into the perfect lightweight serum powered up with our patented protein.”

The serum—said to instantly absorb, leaving a subtle scent of coconut, fresh citrus and warm woods—is safe on all hair types including color-treated and chemically-treated hair. It is also ideal for dry hair, visibly damaged hair, and those who uses hot tools often.

“I think consumers are going to be impressed with the overall improvement to the health of their hair instantly and overtime,” said Vellozzi.

Combe’s Stake in Virtue Labs

In May 2023, Jose Luis Palacios was appointed its CEO of Virtue Labs. He also joined the board of directors.

At that time, Virtue's Founder, Melisse Shaban, agreed to serve as an advisor to the CEO and the board.