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May Exclusive
Buy a Full-Size Treatment or Styler, Get Its Mini Free
Prepare now for June's consumer promotion! Only treatments & stylers with matching travel sizes qualify. Gift with purchase automatically adds to cart. Valid for salons in North America & Europe. Ends May 31, 2025 or while supply lasts.
Winner TIME Best Inventions 2024
Sealed 98% of split ends after one use.
We're proud to announce that our Damage Reverse Serum made the TIME Best Inventions 2024 list!
A Legendary Formula, A Historic Honor
100 Greatest Products of All Time
We’re thrilled to share that Virtue® Healing Oil has been named one of Beauty Inc.’s 100 Greatest Hair Products of All Time!
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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Hear from Virtue users about life, beauty, and what Virtue has done for their hair.
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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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