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New in Flourish®
Instant thickness meets all-day volume
Put an end to thin. New Flourish® Thickening Styling Treatment instantly plumps each strand for immediate thickness and all-day volume.
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.
Resources
Be Inspired
Hear from Virtue users about life, beauty, and what Virtue has done for their hair.
Learn More
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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!
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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