This sheer styling cream helps add softness, shine, and light hydration while protecting hair from heat damage. This sheer styling cream helps add softness, shine, and light hydration while protecting hair from heat damage. 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.