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This Limited Edition Fashion Trust Arabia Collab Banishes Bad Hair Days


Science-based haircare brand, Virtue, has teamed up with Fashion Trust Arabia to release a limited-edition Best Sellers Set exclusively for the region. As per the name, the three-piece kit includes a full size duo of the brand’s most-wanted releases, plus a luxe drawstring pouch in a dusty pink velvet. 30% of proceeds from the Virtue x Fashion Trust Arabia Best Sellers Kit will go towards the non-profit initiative’s work in supporting local designers in the MENA region. Available only in the Middle East, the kit will soon be sold online at as well as currently at a special Doha in-store location at Place Vendôme Mall, the brand’s first introduction to the Qatari market.

“Being able to partner with Fashion Trust Arabia in such a way, where we can help advance the goals of Arab designers, and at the same time share the good news about what Virtue has to offer, is very meaningful to us. Fashion Trust Arabia is passionate about premium brands like Virtue, and it’s an honor to be recognized by them,” shares Virtue founder and CEO, Melisse Shaban. “We know our Best Sellers kit will be particularly well-received in Qatar, where women are conscious and aware of how they treat their hair and scalp, and are interested in using products which are highly effective and technologically advanced.”

The set features full sizes of Virtue’s Restorative Treatment Mask, and the brand’s Healing Oil, both popularized for their nourishing effects on dry and frizzy hair. Both products are formulated with Virtue’s own strand-repairing protein, Alpha Keratin 60ku. Used as a final step on hair styles, the Healing Oil gives a glossy shine, and smoothing boost to hair. An in-shower treatment, the Restorative Treatment Mask deeply hydrates hair in three minutes, making it ideal for tresses exposed to the region’s extreme temperatures, desalinated water, and moisture-leaching air-conditioning.

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