By Ashley Mateo
Keratin has been part of hair care routines since Brazilians popularized use of the smoothing protein. But the time-consuming treatment process is a short-term solution. "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.
Buy Now: Virtue Damage Reverse Serum on Virtue Labs | Amazon | Sephora | Dermstore
More Must-Reads from TIME
- How the Electoral College Actually Works
- Your Vote Is Safe
- Mel Robbins Will Make You Do It
- Why Vinegar Is So Good for You
- The Surprising Health Benefits of Pain
- You Don’t Have to Dread the End of Daylight Saving
- The 20 Best Halloween TV Episodes of All Time
- Meet TIME's Newest Class of Next Generation Leaders
Contact us at letters@time.com