Brands V VIRTUE

Give hair an instant dose of smooth with this transformative treatment. Virtue® Un-Frizz Cream is a leave-in treatment cream that instantly transforms hair's texture. It works to condition and smooth hair, wet or dry, eliminating frizz and locking out humidity to keep it sleek...

Damage Reverse Serum revolutionizes hair repair by not only fighting future damage, but by reversing it. Packed with the highest percentage of our bioidentical protein, Alpha Keratin 60ku®, this wonder-working miracle serum near-instantly and holistically repairs the severed bonds that give hair its strength,...

Virtue® Recovery Shampoo works to rebuild damaged hair with each use. It gently dissolves daily build-up while filling in cracks of damage to leave hair healthy, soft, and supple. Virtue® Recovery Conditioner is a rich, luxurious conditioner that helps bring damaged hair back to...

Like skincare for your hair and scalp, this nightly nutrient-rich leave-in serum rebalances the scalp and repairs damage overnight for strong, healthy and radiant hair, while promoting restful sleep. Powered by Alpha Keratin 60ku®, hydrating Hyaluronic Acid and other potent skincare-derived ingredients, the light-weight,...

Repair and rejuvenate dry, damaged strands with the largest size (and highest value!) of our best-selling Recovery Shampoo and Conditioner. Our patented, 100% bio-identical protein, Alpha Keratin 60ku®, rebuilds and strengthens compromised strands by filling in cracks of damage while this rejuvenating formula makes...

Virtue® Strength & Shield Leave-In Conditioner is a lightweight, leave-in formula that instantly detangles, strengthens fragile strands, boosts elasticity, and shields against damage. Powered by our patented Alpha Keratin 60ku®, this multitasking mist softens, smooths, and reinforces the cuticle-restoring strength and flexibility while protecting...

Delivering instant visible shine and touchable softness, VIRTUE’s Restorative Treatment Mask helps to condition and detangle the lengths for a more manageable result. Infused with the brand’s exclusive complex, Alpha Keratin 60ku®, the leave-in hair mask hydrates dry and fragile fibres, encouraging a stronger-looking...

Virtue® Smooth Shampoo works to both cleanse and refine textured hair. Infused with restorative ingredients, it de-frizzes strand by strand to seal in moisture and shine. Virtue® Smooth Conditioner eliminates frizz with every shower. It soothes the cuticle, locks out humidity, and locks in...

Virtue® Scalp Remedy Shampoo balances the microbiome and nourishes the scalp while gently cleansing, refreshing, and hydrating hair. This unique, drug-free formula marries skincare-inspired ingredients with our proprietary Alpha Keratin 60ku Clinical®, a protein 100% bio-identical to the keratin naturally found in your hair...

Used by millions, minoxidil is the only single ingredient medically proven to help regrowth hair in women. VIRTUE's Women's 5% Flourish Minoxidil Foam works while you sleep, reactivating the hair follicles and stimulating growth, with visible results in as little as three months. Key...

Flourish® Thickening Styling Treatment is the all-you-need styler for all types of thinning hair. This powdery, soufflé-like cream is packed with densifying ingredients that deliver all-day, long-lasting volume, body, bounce, plus heat protection up to 450°F. Thickening Styling Treatment helps hair stand up to...

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 Conditioner weightlessly...

Formulated with first-of-its-kind Alpha Keratin 60ku®, this shampoo, conditioner and serum trio 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,...

Bundle and save 20%! Designed for frizz-prone hair, this strand-transforming duo seals the cuticle to lock in moisture, block out humidity, and offer heat protection up to 450-degrees, while a patented and proprietary protein strengthens and repairs hair. This innovative, frizz-busting duo is unique...

Thicker, healthier, smoother brows with the only brow serum to use a strengthening, clinically proven protein. A drug-free, brow-boosting serum that prevents brow thinning and uneven growth, fills in uneven patches, strengthens, smoothes, and enhances elasticity. Virtue®'s patented and proprietary Alpha Keratin 60ku CLINICAL®...

Virtue® Scalp Remedy Conditioner hydrates and nourishes from roots to ends while balancing the scalp's delicate ecosystem so hair grows stronger and healthier. This unique, drug-free formula marries skincare-inspired ingredients with our proprietary Alpha Keratin 60ku Clinical®, a protein 100% bio-identical to the keratin...

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. Virtue® Full Conditioner thickens hair with each use without weighing hair down. It deeply moisturizes the hair, creating lasting...

A nourishing, hue-enhancing mask that adds radiance and maintains color vibrancy without drying out hair. Virtue ColorKick Illuminating Mask protects and maintains hair color between services by providing intense hydration, reflective luminosity, and color vibrancy, as well as solar and heat protection to keep...

Virtue® Scalp Remedy Shampoo balances the microbiome and nourishes the scalp while gently cleansing, refreshing, and hydrating hair. This unique, drug-free formula marries skincare-inspired ingredients with our proprietary Alpha Keratin 60ku Clinical®, a protein 100% bio-identical to the keratin naturally found in your hair...

Powered by a pioneering Alpha Keratin 60ku®, the VIRTUE Recovery Shampoo helps to protect and strengthen the feel of damaged hair. The formula works from scalp to ends to dissolve daily build-up, while defending against heat damage and salon treatments.   The shampoo features...