Raleigh-based hair care line attracts celebrities

Founded by a seasoned veteran of the beauty industry, Melisse Shaban’s resume is nothing short of impressive. With brand experience under her belt from the likes of Aveda, Frederic Fekkai and Strivectin, it’s no surprise that she was destined for great things, including founding her own results-driven hair care.

The brand is headquartered locally in Raleigh with a lab in Winston-Salem, where the technology unique to Virtue is manufactured into the products. “Raleigh has been my home for 25 years. It’s where I’m raising my family," Shaban said.

Virtue is a hair care brand powered by a patented form of human protein keratin called Alpha Keratin 60ku. The innovative technology was originally developed to help severely wounded military soldiers in the study of regenerative medicine.

“The technology ‘sees’ cracks of damage and goes where it is needed to repave and heal, giving you your best hair possible. And it’s exclusive to Virtue," Shaban said.

At its core, Shaban said the company’s mission is to “bring this truly remarkable technology to market in ways that improve people’s daily lives.” The brand is committed to changing the world – starting with encouraging people to think more about themselves. “We just happen to be starting with your hair,” Shaban said.

The brand offers a wide selection of hair care and styling products centered around the restorative technology. Award-winning products include commendations from Allure, O, The Oprah Magazine, and more. The formulations are completely free of sulfates, parabens, colors and dyes.

The brand has also gotten some celebrity attention. Celeb hairstylist and Virtue Creative Director Adir Abergel has tested products on his clients including Reese Witherspoon, Jessica Biel, Anne Hathaway and Emma Watson.

In April, the brand is launching Virtue Restorative Treatment Mask, a new weekly, salon-quality treatment mask that Shaban proudly says, “is already winning accolades and awards.”