Formulated with first-of-its-kind Alpha Keratin 60ku®, this shampoo and conditioner duo behave like high-powered treatment products, depositing pure, human keratin protein directly into the hair. They work hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, an...

Virtue Labs Smooth Shampoo is a luxurious lathering shampoo with a soft, smooth finish. Formulated with our first-of-its-kind Alpha Keratin 60ku® protein, this shampoo acts as a powerful in-shower daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each stran...

Virtue Labs Smooth Conditioner eliminates frizz with every wash. Formulated with our first-of-its-kind Alpha Keratin 60ku® protein, this conditioner acts as a powerful in-shower daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each strand, tackling frizz a...

VIRTUE® Refresh Dry Shampoo is a weightless spray that absorbs buildup and revives style with each use. This invisible, clean aerosol spray dispenses as a dry mist that works to soak up excess oils while adding health-boosting Alpha Keratin 60ku®, leaving hair and scalp refreshed and clean to the ...

Say goodbye to dry and fatigued locks with Healing Oil from VIRTUE®. This lightweight, serum-like formula enriches hair with a dose of moisture, health and shine while helping to heal damaged hair. Kalahari melon seed oil and Tahitian gardenia flower extract nourish every strand and shield against ...

VIRTUE® Full Shampoo works to add volume while it cleanses. It dissolves excess oil, lifts the roots, and plumps each strand for weightless, long-lasting body. Infused with the first-of-its-kind Alpha Keratin 60ku® protein, Full Shampoo was specifically developed to add volume and density to fine,...

VIRTUE® Full Conditioner thickens hair with each use without weighing hair down. It deeply moisturizes the hair, creating lasting lift, body and luster. Infused with the first-of-its-kind Alpha Keratin 60ku® protein, Full Conditioner was specifically developed to add volume and density to fine, li...

VIRTUE® Restorative Treatment Mask actively rehabilitates hair in need of extra care for an instant infusion of shine, moisture, and resiliency without weighing it down. Infused with the exclusive complex that includes Alpha Keratin 60ku®, this product delivers an immediate and intense hydrating a...

VIRTUE® Volumizing Primer is a weightless spray to build volume and create the perfect foundation for style. Formulated with their revolutionary Alpha Keratin 60ku® protein, this lightweight primer works to create memory at the root and architect your style for all-day hold. The unique formula als...

Virtue Labs Full Shampoo adds volume while it cleanses. It dissolves excess oil, lifts the roots, and plumps each strand for weightless, long-lasting body. Infused with our first-of-its-kind Alpha Keratin 60ku® protein, Full Shampoo is specifically developed to add volume and density to fine, limp ...

Virtue Labs Full Conditioner thickens hair without weighing it down. It deeply moisturizes the hair, creating lasting volume, body, and luster. Infused with our first-of-its-kind Alpha Keratin 60ku® protein, Full Conditioner was specifically developed to add volume and density to fine, limp hair st...

Nourish and replenish dry, damaged hair with VIRTUE's Healing Mask and Oil bundle. Combining an intensive treatment and nourishing daily styling oil, this duo promotes softness, shine and manageability. Set Contents: VIRTUE Restorative Treatment Mask 150ml This fortifying hair mask is enriched with ...

VIRTUE® Refresh Purifying Shampoo: Clarifying shampoo infused with Alpha Keratin 60ku® designed to be hair’s weekly detox. Formulated to gently remove excess oil, product residue and environmental irritants like pollution and smoke, this deep cleanser whisks away the impurities that strip hair o...

VIRTUE Purifying Shampoo 120ml: This weekly shampoo boasts clarifying properties that work to dispel impurities from the scalp and ends. The gentle formula is packed with ingredients that cleanse, nourish and fortify. Alpha Keratin 60ku® acts as the hair’s weekly detox, capturing nasties like pol...

Virtue® Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and build-up to maintain the natural curl pattern. It protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles. Virtue® Curl Conditi...

Virtue® Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and build-up to maintain the natural curl pattern. It protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles. Alpha Keratin 60ku® ...

Virtue® 6-In-1 Styling Paste is a medium-hold styler that texturizes, shapes, nourishes, protects, and adds shine to short hair. Creamy and lightweight, this does-it-all formula marries pliability with hold for short hair styles that last all day––and into the next. “This multitasking paste h...

Frizz Block Smoothing Spray creates an impenetrable veil of humidity-blocking, frizz-stopping, moisture-locking mist that protects strands for 72 hours. Created for harsh humid conditions, this alcohol-free, heat-activated spray is the prescription-strength equivalent of traditional anti-frizz spray...

Powered by first-of-its-kind Alpha Keratin 60ku®, the VIRTUE Recovery Discovery Kit features a trio of high-performance formulas designed to nourish and visibly repair weakened strands. Infused with luxurious notes of creamy coconut and tropical yuzu extracts, the set delivers a rich, warm woody ar...

Virtue® Split End Serum helps repair and seal broken ends while it protects against future fraying. With this ultra- nourishing damage-fighter, we’ve finally cracked the code to put an end to split ends. Chock-full of Virtue’s patented Alpha Keratin 60ku® protein, the Split End Serum mends and...