Precision Cutting Class: Short Cuts with Chris Jones

Sharpen your cutting skills with Master of the Modern Bob Chris Jones in this intimate look-and-learn covering cut, style, IG and more at PARLR Salon in Boston!

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

Rachel Capone, MANE Studio


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


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


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


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


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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