Founded by Celebrity Stylist, Oribe Canales, the brand Oribe was designed to push the boundaries of performance. Oribe wanted stylists and consumers to not just see — but feel — the difference. The founders worked with innovation labs and specialty collaborators around the world to create custom formulations that truly surpassed anything in the marketplace.

The result is a line of luxurious products that is unique in every category. Each product is tested extensively backstage and on set to ensure that it outperforms everything else. While the products are ultra-high-tech, the formulations are clean and modern — formulated without parabens and sodium chloride. All the products are gluten-free, cruelty-free, color and keratin treatment safe and have UV protection for hair. They perform like magic.

Local to North Carolina, Virtue Labs originated from a regenerative medicine research lab that used keratin to heal battlefield injuries. The research team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. This is the first haircare line offering this level of reparative results.

Olaplex works on repairing your hair not increasing its density. Olaplex realigns broken disulfide bonds, which helps strengthen the hair after chemical services. This is especially helpful for those who have chemically processed their hair and are dealing with fragile, thin strands.