John Rice

Reason To Believe LLC, also known as Virtue Labs, is a haircare company that manufactures and markets innovative, technology-based solutions for hair health. The company is based in Raleigh, NC, with a technology manufacturing facility elsewhere. The company's proprietary ingredient, alpha keratin 60ku®, is the only fully functional, human-identical keratin protein on the market today, found in each of the company's Virtue® haircare products. Virtue Labs offers a range of haircare products, including shampoos, conditioners, and hair treatments that heal, nourish, and repair damaged hair. The company also offers styling products that hold, protect, and sculpt hair to achieve the perfect styled look. The company was founded by Melisse Shaban, and Jose Luis Palacios has been the CEO of the company since 2023.