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Healing OilVirtue® 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.
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Restorative Treatment MaskInfused with our exclusive complex that includes Alpha Keratin 60ku®, Virtue® Restorative Treatment Mask delivers an immediate and intense hydrating and conditioning boost. The result? Silky soft hair that’s immediately reinvigorated with health and nourishment. Color-safe, paraben-free, gluten-free, vegan. -
Dry ShampooVirtue® Dry Shampoo is a clean aerosol spray that dispenses as a dry mist and works to soak up excess oils while adding health-boosting Alpha Keratin 60ku®, leaving hair and scalp refreshed and clean to the touch. Color-safe, paraben-free, gluten-free, vegan.
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Shaping SprayVirtue® Shaping Spray’s ultra-fine mist defies conventional hairsprays with an incredibly clean application and a soft, flexible hold. It’s infused with our patented Alpha Keratin 60ku® which binds to damaged ends, filling and smoothing where needed most, giving hair a healthy, vibrant shine. Color-safe, paraben-free, gluten-free.
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Recovery ShampooFormulated 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.
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Recovery ConditionerFormulated 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.
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Texturizing SprayFormulated with our revolutionary Alpha Keratin 60ku® protein, Virtue® Texturizing Spray delivers lustrous, healthy shine while infusing hair with immediate, flexible, and buildable texture. It helps to protect against UV damage and keep hair looking its healthiest. Color-safe, paraben-free, gluten-free, vegan.
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Full ConditionerInfused 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.
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Full ShampooVirtue® 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.
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Purifying ShampooFormulated with our revolutionary damage-repair protein Alpha Keratin 60ku®, Virtue® Purifying Shampoo not only deeply and gently cleanses, it also helps bring hair back to its healthiest state. A rejuvenating “must-have” product for all hair types, it leaves both the hair and scalp feeling fresh and renewed. Color-safe, paraben-free, gluten-free, vegan.
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Topical Scalp SupplementRestore scalp to a healthy state nightly with this highly potent, feather-light serum that goes on easily and absorbs quickly. Our scalp is an incredibly complex ecosystem of hair, skin, oil, and natural flora. It’s also the critical starting point for every hair we grow. Virtue® Topical Scalp Supplement™ is a nightly infusion of nourishment. This highly potent serum floods scalp and hair with nutrients using pure Alpha Keratin 60ku®, B vitamins, peptides, and prebiotic activity. The result: a healthy scalp for strong, vibrant, and youthful hair. Color-safe, paraben-free, gluten-free, vegan.
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ColorKick®The first of its kind, ColorKick® turns the historically damaging coloring process into a healthy hair-transforming, in-color treatment. Mixed right in the bowl with color or bleach, it activates immediately and works instantaneously. No extra steps, no added time. A single ingredient, ALPHA KERATIN 60ku REACTIVE™––a patented form of human keratin–– Is 100% pure, natural, non-toxic, and chemical free. Color-safe, paraben-free, gluten-free. Vegan.
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Flourish Shampoo for Thinning HairFlourish Shampoo for Thinning Hair delicately stimulates the scalp and removes buildup. It cleanses the hair shaft and clears debris from follicle openings, creating an environment for healthy growth. Formulated with Alpha and Gamma Keratin proteins, rice-based humectants and active plant extracts, this shampoo clears scalp irritation and flaking. Color-safe, paraben-free, vegan and gluten-free.
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Color Revival KitIt's the healthy color kick-me-up for in between salon visits. Until you’re back in your colorist’s chair, heal and hydrate hair while reviving color with our new in-home maintenance treatment for colored hair. Featuring Virtue® Recovery Shampoo & Conditioner Packettes, salon-grade ColorKick™, and our best-selling Restorative Treatment Mask, this comprehensive care kit:
- Fights fade and revives shine
- Strengthens, hydrates, and nourishes hair, making color more vibrant
- Supports color maintenance at home in between services
Color-safe, paraben-free, gluten-free.
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Scalp Treatment KitRedefine scalp health with Virtue’s® groundbreaking Topical Scalp Supplement™, designed to nourish, soothe, and rebalance hair straight from the follicle, the Exfoliating Scalp Treatment, which stimulates circulation and lifts dry aged cells from follicles, and Scalp Massage Tool. All three work in tandem to give you a healthy scalp for growing strong, vibrant, youthful hair. This kit includes: Topical Scalp Supplement (2oz/60ml), Scalp Exfoliating Treatment (5oz/150ml), Scalp Massage Tool (GWP).
Save $10 + receive a FREE scalp brush!
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Color Revival Kit
It's the healthy color kick-me-up for in between salon visits. Until you’re back in your colorist’s chair, heal and hydrate hair while reviving color with our new in-home maintenance treatment for colored hair. Featuring Virtue® Recovery Shampoo & Conditioner Packettes, salon-grade ColorKick™, and our best-selling Restorative Treatment Mask, this comprehensive care kit:
- Fights fade and revives shine
- Strengthens, hydrates, and nourishes hair, making color more vibrant
- Supports color maintenance at home in between services
Color-safe, paraben-free, gluten-free.
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Hair & Scalp Reset DuoBalance, detoxify, and nourish hair and scalp back to its purest, healthiest state with minis of our best-selling Restorative Treatment Mask and Exfoliating Scalp Treatment––perfect packaged for a festive twist.
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Recovery Duo PacketteVirtue® Recovery Shampoo works to rebuild damaged hair with each use. It gently dissolves daily build-up while filling in cracks of damage to leave hair healthy, soft, and supple.
Virtue® Recovery Conditioner is a rich, luxurious conditioner that helps bring damaged hair back to life. It reconstructs frayed cuticles and brittle ends, infusing hair with softness, shine, and manageability.
Color-safe, paraben-free, gluten-free.
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Volumizing MousseVirtue® Volumizing Mousse instantly thickens hair, adds body, bounce, and flexible hold for a long-lasting style. Our signature Alpha Keratin 60ku® binds directly to hair, filling and smoothing cracks and crevices along the cuticle while Baobab Seed adds healthy bounce and fullness. Color-safe, paraben-free, gluten-free, vegan.