Breaking News

Biotech Beauty Brand Names a Creative Director

February 15, 2017

Hairstylist Adir Abergel is the company's creative director

Virtue, which says it is "the first true biotech beauty brand," has named hairstylist Adir Abergel as its Creative Director.

As Virtue's Creative Director, Abergel will lend his creativity to the brand's artistic direction, education initiatives, and future product concepts. He has a loyal celebrity clientele, which includes Kristen Stewart, Rooney Mara, Reese Witherspoon, and Jessica Biel.

Melisse Shaban, founder and chief executive officer of Virtue, says, "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."

Abergel comments, "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."

More About the Brand

Virtue is a new brand that formulates its hair products with its patented human protein, Alpha Keratin 60ku.

Shaban explains, "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. 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. 

Shaban continues, "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.

Related Markets: