Effortless Texture
Fine. Straight. Wavy. Coarse. Frizzy. Curly.Choose to embrace or tame your hair texture.
Whether I was born with it, bought it, or borrowed it, it is mine. I own it. And No, you can not touch it. – Shaundel Edward
TEXTURE
Classic Keratin Smoothing Treatment
Instant Keratin Smoothing Treatment
Classic Perm
Spiral Perm
Relaxer
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Our Latest Blog Posts
The Era of Ammonia-based Hair Color is Over
Ammonia-free hair color is no longer a trend, it’s become a global movement. But what’s the reason for this? Why has ammonia been used traditionally in hair color, is it possible to get great results without it, and are all ammonia free hair colors equal? Ammonia,...
Scalp-care is the Best Haircare
Do you want beautiful, luxurious, and healthy hair? The process starts with taking good care of your scalp. This is now more evident than ever because it’s scientifically proven that a healthy scalp creates an environment for healthy hair. Did you know: The scalp is...
Virtue Labs CEO Gets Featured on Forbes 50 Over 50 List
Are you loving all your Virtue products? We certainly are! Did you know that their CEO, Melisse Shaban, was recently honored by appearing on the Forbes 50 over 50 list. We wanted to share this clip from our local news! In this clip, Melisse sits down with our local...