Biotech haircare brand Virtue recently announced the launch of their new Flourish line, formulated to combat female hair loss and promote thicker, fuller strands. With an estimated 30 million women struggling with hair loss according to the American Academy of Dermatology, this line is the light at the end of the tunnel for many, and the statistics from the brand’s clinical trails show for it.
The exclusive ingredient behind the line, Alpha Keratin 60ku CLINICAL, nourishes the hair follicle right as it emerges from the scalp, which the brand says “increases the strength and thickness of each new fiber.” After just five uses in the clinical trails, Virtue Flourish increased the thickness of participants’ individual hair strands by 22 percent and reduced breakage by 26 percent. After six months of using the Density Booster Regimen, 97 percent of women said their scalp felt healthier, 90 percent said they had more volume and 90 percent said they saw new growth.
Flourish includes six products that can be purchased individually or within two three-step regimens. The first regimen, called Flourish Nightly Intensive Hair Growth Treatment ($134), is formulated with strand-boosting minoxidil for those with moderate-to-severe thinning and is made to use for a minimum three month period. Secondly, the brand announced the launch of Flourish Nightly Intensive Hair Rejuvenation Treatment ($134), which features a density booster and is formulated for mild-to-moderate hair thinning.
The regimens each include different products, like the follicle-stimulating Flourish Shampoo ($42) and Conditioner ($44) for Thinning Hair to Flourish Density Booster ($48), which uses peptides and keratin to deeply nourish the scalp and new, fragile hairs.
“Traditionally, hair loss products have been difficult to use, and often harsh on the hair, so women give up before seeing results,” says Virtue Labs founder and CEO Melisse Shaban in a release. “Flourish begins immediately to improve the health and appearance of her existing hair, so that she loves the way she looks while she’s growing more. We’re excited to present this innovation to women in their search for solutions to their hair loss or thinning.”
