Virtue, the first true biotech beauty brand formulated with the exclusive, multi-patented human protein, Alpha Keratin 60ku, is expanding its roster of professional hair care expertise.
On the heels of announcing celebrity stylist Adir Abergel as Creative Director, the brand has named international master colorist Sharon Dorram, Color Director. Dorram is exploring the unique color vibrancy properties of Alpha Keratin 60ku in her renowned hair color practice, as well as potential applications of this technology for future product development for both consumer and professional channels.
“We are excited to have someone with Sharon’s caliber of experience to collaborate with us. In addition to damage repair, we’ve seen remarkable results in terms of color vibrancy with our molecule – far beyond color protecting. Sharon’s extensive knowledge and expertise will help us bring next-generation hair color results to consumers and professionals alike,” said Melisse Shaban, founder and chief executive officer of Virtue.
Colorist to the stars, Dorram is known for her natural elegance. She creates unique blends of color that mirror the purity and vibrancy of youthful hair. Having studied and practiced across the globe for decades, her talent has graced the locks of luminaries such as Barbra Streisand, Julia Roberts, Kate Hudson, Nicole Kidman, Uma Thurman, and Kate Winslet.
“As a colorist, I deal with damage,” stated Dorram. “With Virtue, I see results right away – pure vibrant color. Hair is repaired and color is gorgeous. I want to see my clients looking amazing when they leave the salon and for weeks following. Virtue gives us that.”
Virtue products address the cause, so that no matter your hair “type,” you’ll get healthier, more beautiful hair. With Alpha Keratin 60ku™, a patented, self-regulating human protein recognized by the hair as its own, Virtue targets and treats underlying damage. Balancing science with beauty, Virtue radically transforms hair with breakthrough technology for unparalleled results.
For more information, visit virtuelabs.com