About us

One ingredient changed everything.

After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku®, a protein so transformative we couldn’t keep it to ourselves.

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Events

Just Announced: Curl Cut & Style Class, Chicago April 22

In this approachable, hands-on-optional workshop, creativity meets expertise, enabling you to elevate your skills and take your curl expertise to the next level.

Save $50 Early Bird Tickets

Virtue® x Kindale Godbee Curl Cut & Style Class
Virtue® x Kindale Godbee Curl Cut & Style Class

This is the first line I've carried where I'm confident referring every single product to someone.

Rachel Capone, MANE Studio

Shampoos

Extraordinary shampoos that rebuild and restore with each use.

Once I turn on a client onto it, they can't live without it!

Ashley Gray, Ash Salon

Conditioners

Infuse hair with softness, shine, and managebility without weighing it down.

Resources

Be Inspired

Hear from Virtue users about life, beauty, and what Virtue has done for their hair.

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I believe in this product with my heart and soul.

Christina Viers, Rosé Beautique

Treatments

Reverse the damage with transformative treatments that heal, nourish, and repair.

Every Virtue product I use, I fall in love with.

Mac McAbee, Coven Haircraft

Stylers

Multitasking stylers that help lift, hold, protect, and perfect the look you want.

Press & Awards

Virtue Wins First-Ever InStyle Red Carpet Beauty Awards

We're thrilled to announce Healing Oil is named winner of Best Sheen Product by InStyle's first-ever Red Carpet Beauty Awards!

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InStyle Red Carpet Beauty Awards
InStyle Red Carpet Beauty Awards

Our Science

See Why the Science is so Important.

The first of its kind, Alpha Keratin 60ku® is a pure, whole, human protein. The world is about to experience something incredible.

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