Fragrance house

The Virtue

The Virtue launched in February 2017 under the name Virtue, founded by Melisse Shaban. Its origins lay in regenerative-medicine research led by Dr. Luke Burnett, whose team developed Alpha Keratin 60ku, a human-derived keratin protein first investigated for wound healing and later adapted for damaged-hair care. Biotechnology and hair repair form the basis of the brand’s public identity, with Alpha Keratin 60ku included across its formulations as its core proprietary technology. In February 2017, Adir Abergel became creative director, with responsibility for artistic direction, education initiatives, and future product concepts. In December 2020, Combe’s Series C investment gave it majority ownership of Virtue Labs, after it had invested in the company since launch. Virtue also expanded into female hair-loss care with the Flourish line, addressing scalp health, new-fiber survival, and the appearance of existing hair during growth. In 2022, its fifth-anniversary campaign, voiced by investor and brand partner Jennifer Garner, extended the brand’s public identity beyond product science into a broader consumer-facing creative platform.