Collection: VIRTUE
Virtue® is the only hair care brand in the world with
access to a remarkable, all-natural healing protein called Alpha Keratin 60ku®.
It sounds science-y because it is.
Read more
This proprietary, hair-healing ingredient is identical to the keratin that makes up 90% of our hair, so hair recognizes it as its own, repaving damage to make stressed strands whole again. It’s the first-and-only vegan, full-form keratin protein and it’s clinically proven to give you stronger, healthier hair in as few as five uses. Though we now use Alpha Keratin 60ku® to repair and rejuvenate hair from the inside out, this special protein was initially developed to mend the wounded skin of our soldiers.
Dr. Luke Burnett, a retired US Army Colonel, was working in regenerative medicine when he found a way to extract this wonder-working keratin from ethically sourced human hair. After countless tests and seven years of research, Virtue was born from the patience, dedication, and passion of bioscientists and beauty experts all over the world. Discovered for the good of humanity, evolved for the good of hair.
Virtue products are also cruelty free, as well as paraben, gluten, sulfate, and phthalate free. Who said you can’t have it all?
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VIRTUE Refresh Dry Shampoo Travel Size 51g
Regular price $22.10Regular priceUnit price / per$26.00Sale price $22.10Sale -
VIRTUE Purifying Leave-in Conditioner 150ml
Regular price $37.60Regular priceUnit price / per$47.00Sale price $37.60Sale -
VIRTUE Purifying Shampoo 120ml
Regular price $36.80Regular priceUnit price / per$46.00Sale price $36.80Sale -
VIRTUE Full Conditioner 200ml
Regular price $50.40Regular priceUnit price / per$63.00Sale price $50.40Sale -
VIRTUE Full Shampoo 240ml
Regular price $48.00Regular priceUnit price / per$60.00Sale price $48.00Sale -
VIRTUE Smooth Conditioner 200ml
Regular price $50.40Regular priceUnit price / per$63.00Sale price $50.40Sale -
VIRTUE Smooth Shampoo 240ml
Regular price $48.00Regular priceUnit price / per$60.00Sale price $48.00Sale -
VIRTUE Restorative Treatment Mask 150ml
Regular price $80.00Regular priceUnit price / per$100.00Sale price $80.00Sale -
VIRTUE Volumising Primer 150ml
Regular price $45.60Regular priceUnit price / per$57.00Sale price $45.60Sale -
VIRTUE Polish Un-Frizz Cream 120ml
Regular price $53.55Regular priceUnit price / per$63.00Sale price $53.55Sale -
VIRTUE One for All 6-in-1 Styler Cream 120ml
Regular price $40.00Regular priceUnit price / per$50.00Sale price $40.00Sale -
VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml
Regular price $24.00Regular priceUnit price / per$30.00Sale price $24.00Sale -
VIRTUE Full Discovery Kit
Regular price $34.00Regular priceUnit price / per$40.00Sale price $34.00Sale -
VIRTUE Refresh Exfoliating Scalp Treatment 150ml
Regular price $60.00Regular priceUnit price / per$75.00Sale price $60.00Sale -
VIRTUE Curl Shampoo 240ml
Regular price $48.00Regular priceUnit price / per$60.00Sale price $48.00Sale -
VIRTUE Curl Conditioner 200ml
Regular price $50.40Regular priceUnit price / per$63.00Sale price $50.40Sale -
VIRTUE Flourish Shampoo for Thinning Hair 240ml
Regular price $50.40Regular priceUnit price / per$63.00Sale price $50.40Sale -
VIRTUE Flourish Conditioner for Thinning Hair 200ml
Regular price $53.60Regular priceUnit price / per$67.00Sale price $53.60Sale -
VIRTUE Flourish Volumizing Styler 120ml
Regular price $51.00Regular priceUnit price / per$60.00Sale price $51.00Sale -
VIRTUE Flourish Density Booster 120ml
Regular price $56.80Regular priceUnit price / per$71.00Sale price $56.80Sale -
VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml
Regular price $79.90Regular priceUnit price / per$94.00Sale price $79.90Sale -
VIRTUE Flourish Hair Rejuvenation Treatment (3 Month Supply)
Regular price $142.40Regular priceUnit price / per$178.00Sale price $142.40Sale -
VIRTUE Flourish Density Booster 60ml
Regular price $34.00Regular priceUnit price / per$40.00Sale price $34.00Sale -
VIRTUE 6-in-1 Styling Paste 50ml
Regular price $45.60Regular priceUnit price / per$57.00Sale price $45.60Sale -
VIRTUE Curl Leave-in Butter 150ml
Regular price $53.60Regular priceUnit price / per$67.00Sale price $53.60Sale -
VIRTUE Frizz Block Smoothing Spray 150ml
Regular price $53.60Regular priceUnit price / per$67.00Sale price $53.60Sale -
VIRTUE Full Discovery Kit
Regular price $45.60Regular priceUnit price / per$57.00Sale price $45.60Sale -
VIRTUE Recovery Discovery Kit
Regular price $33.12Regular priceUnit price / per$41.40Sale price $33.12Sale -
VIRTUE Texturising Spray 140g
Regular price $45.60Regular priceUnit price / per$57.00Sale price $45.60Sale -
VIRTUE Flourish Conditioner for Thinning Hair 60ml
Regular price $28.61Regular priceUnit price / per$33.66Sale price $28.61Sale -
VIRTUE Labs Flourish Mask for Thinning Hair 150ml
Regular price $80.00Regular priceUnit price / per$100.00Sale price $80.00Sale -
VIRTUE Flourish Mask for Thinning Hair 15ml
Regular price $18.70Regular priceUnit price / per$22.00Sale price $18.70Sale -
VIRTUE Split End Serum 50ml
Regular price $50.40Regular priceUnit price / per$63.00Sale price $50.40Sale -
VIRTUE Flourish Brow Density Booster 4ml
Regular price $95.20Regular priceUnit price / per$112.00Sale price $95.20Sale -
VIRTUE Recovery Conditioner 60ml
Regular price $20.80Regular priceUnit price / per$26.00Sale price $20.80Sale -
VIRTUE Recovery Shampoo 60ml
Regular price $20.40Regular priceUnit price / per$24.00Sale price $20.40Sale