RALEIGH, N.C., Feb. 14, 2017 /PRNewswire/ -- Virtue, the first true biotech beauty brand formulated with the exclusive, multi-patented human protein, Alpha Keratin 60ku™, has named world-renowned hairstylist Adir Abergel, Creative Director for the brand. Balancing science with beauty, Virtue is set to radically transform your hair with breakthrough technology and a creative tour de force.
"Virtue gives you the best hair scientifically possible, through the use of Alpha Keratin 60ku™," says Melisse Shaban founder and chief executive officer of Virtue. "Adir brings the romance to the science. He knows what it takes to create beautiful hair and through Virtue brings his artistry direct to you the consumer."
Adir Abergel has been at the helm of the industry for nearly two decades, known for his loving energy, multifaceted use of texture, his celebration of individual style, and for creating the most beautiful and interesting hair on the Red Carpet. Abergel has established long-term relationships with a loyal celebrity clientele including Kristen Stewart, Rooney Mara, Reese Witherspoon, and Jessica Biel, to name a few. His love for his craft coupled with his passion to help women feel beautiful and confident has made him a Hollywood hair icon.
"I know what it takes to have beautiful hair and it starts with a healthy foundation," says Abergel. "The first time I tried Virtue products; I knew I had to be part of this team. I was drawn in by the results. I have never used a line in which the technology restored the luster and health of the hair immediately. These products offer women the texture they are looking for in styling to ensure every day is her best hair day. My mission is for Virtue to simplify our relationship with our hair in order to achieve the best results possible."
As Virtue's Creative Director, Abergel will lend his creativity to the brand's artistic direction, education initiatives, and future product concepts.
"Virtue technology was created for something much bigger than beauty. Our fully functional keratin protein was born from the study of regenerative medicine for the treatment of traumatic injuries, with some initial funding from the Department of Defense," said Shaban. "This extraordinary protein makes up about 90% of our hair, and Virtue holds exclusive license to harness this incredible power for hair, skin, and nail care. Alpha Keratin 60ku™ is recognized by the body as its own, pulled to where it's needed, strand by strand, smoothing, resurfacing, and filling in cracks of damage, leaving you with your best hair ever, every day."
The Virtue collection includes five product lines, Recovery, Smooth, Full, Correct, and Create, which include shampoos, conditioners, creams, serums, and stylers.
Virtue has cracked the code for healthy hair. Virtue products address the cause – so that, no matter what your hair "type," you'll get healthier, more beautiful hair. With a patented, self-regulating protein recognized by the hair as its own, Virtue targets and treats the underlying damage – the root cause of every major hair issue. For more information about our products and our science, visit virtuelabs.com.
LAUNCH: February 2017
SOCIAL: @virtuelabs #virtuelabs | @hairbyADIR #hairbyADIR
PR CONTACT: Bratskeir & Company | Amanda Reinstein | firstname.lastname@example.org | 212-679-2233
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