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Formulated with our first-of-its-kind Alpha Keratin 60ku® protein, Virtue® Smooth Conditioner acts as a powerful in-shower daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each strand, tackling frizz at the source for hair care that goes light years beyond basic conditioning. Color-safe, paraben-free, gluten-free, vegan.
Formulated with our first-of-its-kind Alpha Keratin 60ku®, Virtue® Recovery Conditioner behaves like a high-powered treatment, depositing pure, human keratin protein directly into the hair. It works hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and color treatment. Color-safe, paraben-free, gluten-free, vegan.
Virtue® ColorKick® is the first-ever hair filler made from 100% pure, human keratin. Mixed right in the color bowl, it repaves the cuticle of the hair and refills the keratin that’s eroded through the coloring process. Now you can lift higher, minimize breakage, and experience more vibrant color and shine, plus better gray coverage, and hair that’s actually healthier after coloring than it was before.
No measuring. No dilution. Just pour and mix.
Our scalp is a catchall for accumulated dirt, sebum, and product debris. Virtue® Exfoliating Scalp Treatment is a light, whipped crème that lifts aged cells and impurities from the hair follicles to balance and condition hair without adding residue. Rice beads and fruit enzymes provide dual-action exfoliation; Kalahari melon oil and jojoba oil provide moisture balance; and Alpha Keratin 60ku® repairs hair with each use. Color-safe, paraben-free, gluten-free, vegan.
Virtue® Curl Conditioner weightlessly detangles, de-frizzes, nourishes, and hydrates without weighing down curls. It repairs cuticle damage, rejuvenates elasticity, and protects against humidity, heat, and environmental damage for soft, silky, and strong curls.
Virtue® Healing Oil is a first-of-its-kind, shake-to-activate formula that makes hair shinier and stronger in an instant. With every shake, our Alpha Keratin 60ku® is unleashed into the serum with Kalahari Melon Seed Oil and Tahitian Tiare Flower, infusing each strand with the freshest, most potent dose of healing proteins for a nourished, healthy glow. Color-safe, paraben-free, gluten-free, vegan.
Formulated with our first-of-its-kind Alpha Keratin 60ku®, Virtue® Recovery Shampoo behaves like a high-powered treatment, depositing pure, human keratin protein directly into the hair. It works hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and color treatment. Color-safe, paraben-free, gluten-free, vegan.
Virtue® Labs Full Shampoo adds volume while it cleanses. It dissolves excess oil, lifts the roots, and plumps each strand for weightless, long-lasting body. Infused with our first-of-its-kind Alpha Keratin 60ku® protein, Full Shampoo was specifically developed to add volume and density to fine, limp hair strands. This extraordinarily lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time. Color-safe, paraben-free, gluten-free, vegan.
The Virtue® Quick-Dry Healthy Hair towel protects hair when it’s most susceptible to damage by drying strands quicker and eliminating the friction caused by traditional terrycloth towels. The result: shinier, healthier hair with each wash. Back button-loop closure fastens for a secure fit.
Formulated with our first-of-its-kind Alpha Keratin 60ku® protein, Virtue® Smooth Shampoo shampoo acts as a powerful in-shower daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each strand, tackling frizz at the source for hair care goes light years beyond basic cleansing. Color-safe, paraben-free, gluten-free, vegan.
Infused with our first-of-its-kind Alpha Keratin 60ku® protein, Virtue® Full Conditioner was specifically developed to add volume and density to fine, limp hair strands. This extraordinarily lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time. Color-safe, paraben-free, gluten-free, vegan.
Virtue® Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and build-up to maintain the natural curl pattern. It protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles.