Beauty Boyfriend News


From cult brand Virtue Labs comes the new Virtue Curl Line, with their patented Alpha Keratin 60ku® technology. Curly hair tends to be drier and more prone to breakage. The new Virtue Curl line will enhance and define curls, while adding essential moisture and protecting against breakage. Virtue® Curl is created for a range of soft waves to highly textured curl patterns and safe for colour-treated and chemically treated hair.

Virtue® Curl products are clinically proven to provide ongoing, daily repair with exclusive, multi-patented Alpha Keratin 60ku® technology. Alpha Keratin 60ku®, a transformative protein that’s identical to the keratin in our hair, which binds with areas of damage filling them in without weighing strands down, works together with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage.

Formulated with juicy Kumquat, Grapefruit and Peppery Greens plus Rice Protein, Jojoba Oil, Shea Butter and Provitamin B5, Virtue® Curl products maintain the hair’s natural hydration while locking in moisture. The silicone and sulfate-free formulas keep curls springy, shiny and full of life.

Curly hair is revived into defined, touchable curls, full of bounce and moisture. Virtue® Curl is the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors, and synthetic colorants.

Alpha Keratin 60ku®, unlike any other keratin ingredients previously used in beauty products, is a patented form of the human protein keratin, a fundamental building block of hair. Virtually identical to keratin in its native form, Alpha Keratin 60ku® is accepted by the hair as a natural extension of itself, going only where it’s needed to repair trouble spots, and has been clinically shown to restore structural integrity for improved overall hair health.

After 5 uses, Alpha Keratin 60ku® delivers up to:

• 86% reduction in breakage

• 95% split end repair

• 138% increase in color vibrancy

Products available in the range are:

Curl Shampoo, RRP £36.00 for 240ml

The Curl Shampoo gently cleanses, removing excess oils and build-up to maintain the natural curl pattern, whilst hydrating, nourishing , repairing and protecting the hair against heat, humidity and environmental damage.

Curl Conditioner RRP £38.00 for 200ml

The Curl Conditioner detangles, de-frizzes, nourishes, and hydrates without weighing down curls whilst also softening, replenishing and rejuvenating hair elasticity for soft, strong and silky curls.

Curl Defining Whip RRP £34.00 for 156gr

Curl Defining Whip delivers touchable hold, fights frizz, and amplifies curl formation while also moisturising and smoothing without the crunchy, sticky after-feel.

Available from Cult Beauty, Feelunique, Net-a-Porter, & Look Fantastic

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