John Rice

Reason To Believe LLC operates Virtue Labs, a science-driven hair care brand specializing in products formulated with alpha keratin 60ku®, a patented, bio-identical protein clinically proven to repair and strengthen hair from within. The company is based in Raleigh, NC. Virtue Labs offers a comprehensive range of hair care solutions—including shampoos, conditioners, treatments, styling products, kits, and accessories—targeting concerns such as damage, thinning, dryness, volume, frizz, curls, scalp health, and color protection. The company's clean, cruelty-free, vegan formulas are free from sulfates, parabens, phthalates, synthetic colors and dyes, and gluten. The brand provides personalized tools like hair quizzes and diagnostics, professional salon resources, customer support, and promotions such as free shipping, subscription discounts, and bundle offers. Virtue Labs also features travel-size and curl-specific lines and manufactures technology-based solutions for hair health using its proprietary, patented hero ingredient, alpha keratin 60ku®. The company was founded by Melisse Shaban. Jose Luis Palacios has been the CEO of the company since 2023.