This keratin-enriched shampoo works to repair damaged hair by gently dissolving buildup while filling in cracks in the cuticle. This keratin-enriched shampoo works to repair damaged hair by gently dissolving buildup while filling in cracks in the cuticle. Built by a team of believers, optimists, and do-gooders that puts boundless stock in innovation, Virtue Labs is a self-proclaimed biotech company on a mission to repair hair. Each product in their cruelty-free collection is fortified with Virtue’s patented Alpha Keratin, a protein that binds directly to areas of damage and fills them in.