Biotech beauty brand Virtue names hairstylist Adir Abergel creative director for the brand. Abergel was drawn to the brand by the results of the products, which are formulated with protein Alpha Keratin 60ku. This protein is recognized by the body as its own and is pulled to where it is needed in the hair to smooth, resurface and fill in cracks of damage.
"I know what it takes to have beautiful hair and its starts with a healthy foundation," Abergel says. "The first time I tried Virtue products, I knew I had to be a part of this team. I was drawn in by the results. I have never used a line in which the technology restored the luster and health of the hair immediately. These products offer women the texture they are looking for in styling to ensure every day is her best hair day. My mission for Virtue is to simplify our relationship with our hair in order to achieve the best result possible."
Abergel has been in the beauty industry for nearly two decades and is known for his multifaceted use of texture and for creating beautiful and interesting styles on the red carpet. He has established long-term relationships with celebrity clientele, including Kristen Stewart, Rooney Mara, Reese Witherspoon and Jessica Biel.
As Virtue's creative director, Abergel will lend his creativity to the brand's artistic direction, education initiatives and future product concepts.
"Virtue gives you the best hair scientifically possible through the use of Alpha Keratin 60ku," says Melisse Shaban, founder and chief executive office of Virtue. "Adir brings the romance to the science."
For more information, visit virtuelabs.com.
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Originally posted on Salon Today