This is the only hair mask on the market to weightlessly hydrate hair while making it thicker, stronger, and more resilient, leading to healthier hair growth—all thanks to nourishing, protein-packed formulas. How did the conversation begin around creating this product?

Debby: It started with our Flourish users, actually. There was a request for a product that could treat drier hair without being overly heavy. As we began developing this product, we knew it had to be different from what’s out there. Our goal was to provide extra nourishment and hydration, which, in turn, helps plump the hair shaft while leaving it soft and still full! It has a beautiful, soufflé-like texture that nods to the fact that it's lightweight yet indulging to the hair. 

How, exactly, does our protein, Alpha Keratin 60ku CLINICAL®, work in this mask?

Marc: As with all Virtue®️ products, our Alpha Keratin protein works in conjunction with specific ingredients to synergistically treat key hair concerns, issues, and goals. In the case of the Flourish Mask, our Alpha Keratin 60ku CLINICAL® pairs with the following ingredients to maximize efficacy and performance:

• Specialty weightless conditioners
• Biomimetic signal peptide (tetrapeptide) paired with specialty Red Clover Flower Extract, which is recommended for hair follicle stem stimulation and anchoring
• Synergistic blend of specialty Larch Wood Extract and Green Tea Leaf Extract, which helps target stem cells for reducing hair loss
• Specialty Beet Root Extract in conjunction with plant-derived oligosaccharides, which is recommended for enhanced short- and long-term hydration
• Sphinganine, a naturally occurring lipid produced by fermentation, which helps strengthen the hair follicle and rebalance the scalp
• Complex of Wintergreen Leaf Extract, Green Coffee Extract, and Caffeine, which helps with scalp stimulation
• Biotin (Vitamin H, a B-complex vitamin)
• Specialty vitamin complex (including Niacinamide), which helps strengthen the hair and protect the scalp from environmental aggressors
• Strand-plumping polymer

94% Reported that hair was instantly hydrated after just one use. What ingredients are responsible for that?

Marc: A combination of the conditioning agents, humectants, the specialty beet root extract with lightweight jojoba esters, lightweight olive-derived esters, and shea butter.

Who is the best candidate for this mask?

Debby: Even those with fine or thinning hair still experience dryness. They may color treat their hair, heat style it, or have grays that are more coarse than the rest of their hair. The Flourish Mask is meant for that consumer who needs a bit more hydration but not anything with extra weight.

Marc: We would recommend the Flourish Conditioner after the Flourish Shampoo either daily or as often as one wash, but for those with drier or more coarse hair that are experiencing hair loss or thinning, the Flourish Mask 2–3 times per week is a great replacement to the Flourish Conditioner on those days.