"We created Virtue's Damage Reverse Serum to actually reverse and prevent future damage as opposed to just patching it up temporarily," says Virtue Labs CEO Jose Luis Palacios.
The lightweight cream-to-serum formula contains the company's proprietary protein, Alpha Keratin 60ku, which it claims has been shown to re-seal hair's split ends.
An independent study conducted by TRI Princeton found the serum sealed 98% of split ends after one use.
Keratin has been part of hair care routines since Brazilians popularized the smoothing protein. But the time-consuming treatment process is a short-term solution.
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