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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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Heal & Shine 12-Piece BundleOur award-winning Healing Oil and top-selling 6-in-1 Styler do double duty on all styles as they work simultaneously to polish, prime, and protect hair while mending damage in real time.
This 12-piece bundle includes:6x 6-in-1 Styler: Primes hair to add softness, shine, and light hydration while strengthening, polishing, and protecting from heat.
6x Healing Oil: Smooth, add shine, and protect hair with the first-and-only hair oil built with a powerful healing protein.
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Restorative Treatment MaskDue to supply challenges, this product is currently out of stock.
A luxurious, deeply hydrating weekly treatment for all hair types in need of intense moisture and repair. Infused with an exclusive complex that combines our Alpha Keratin 60ku® protein with skincare-quality moisturizers to deliver an intensive healing and hydrating boost. Perfect for hair left dry or damaged by color, heat styling, and/or chemical processing, this mask actively rehabilitates hair for instant nourishment without weighing it down. Color-safe and ideal for all hair textures.
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Holiday 22 - Mini Must HavesThe power of healing human keratin in your pocket (or your dopp kit). Experience the full range of Virtue®’s nourishing, hydrating, reparative formulas featuring Alpha Keratin 60ku® protein with this set of top-selling fan favorites. Whether trying Virtue for the first time or gifting a loved one their best hair humanly possible, this travel-sized combo is a small but mighty addition to everyday routines.
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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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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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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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“I Do” All-Day Style KitSay “yes” to mane-mending matrimony with the “I Do” All-Day Style Kit, a must-have set of five hair-healing wedding day essentials for the whole bridal party, packaged in an easy-to-carry white bag. Whether you’re creating elaborate updos, perfectly polished chignons, or effortlessly cascading curls, this kit has everything you need to touch-up on the go.
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Holiday 22 - Best-Selling Hair FavoritesAward winners. Top sellers. Fan favorites. Call them what you will, Recovery Shampoo and Conditioner, Restorative Treatment Mask, 6-in-1 Styler, and Healing Oil bring the best of Virtue to your vanity. Whether you’re washing, treating, or styling, they’re the perfect introduction to our powerful protein, Virtue®’s Alpha Keratin 60ku®. Paired with nourishing, hydrating, and high-performing ingredients, this revolutionary human keratin strengthens and repairs strands for your best hair humanly possible.
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Flourish MANTA Healthy Hair BrushUniquely designed for fragile hair, the revolutionary MANTA brush bends and molds to the shape of your hand and scalp, creating less tension on each strand. Its flexible bristles gently massage the scalp and glide seamlessly through the hair, minimizing breakage and restoring a youthful, silky shine.
Ideal for women with fine, fragile or thinning hair.
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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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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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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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Frizz Block™ Smoothing SprayOur proprietary Alpha Keratin 60ku® instantly fills and seals cracked cuticles while featherweight polymers and lipids hover above, repelling air-born humidity. This lightweight, milky mist is alcohol free, so it won’t create build-up or dry out hair, and it’s heat protective up to 450 degrees, leaving hair healthy, silky-soft, and free of frizz for days.
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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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ColorKick® De-Brassing ShampooColorKick® De-Brassing Shampoo is the only toning shampoo that uses all-natural botanicals and 100% natural colorants to brighten, tone, and gently neutralize brassiness on ALL shades of natural and color-treated hair, including silver and gray. This sulfate-free shampoo is made with our proprietary Alpha Keratin 60ku® protein to heal and strengthen hair. Because it’s free of harsh, stripping ingredients and purple color deposits, the ColorKick De-Brassing Shampoo is a gentle and nourishing option for toning all hair shades.
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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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Color Revival KitCombine self-care and color care with this at-home healthy color kick-me-up in between salon visits. In just 10 minutes, hair is nourished, hydrated, and strengthened, helping color last longer until your client's next appointment.
This salon-exclusive kit features a mini deluxe vial of professional-grade ColorKick®, and our best-selling Restorative Treatment Mask. Together, this powerful duo:
- Fights fade and revives shine
- Strengthens, hydrates, and nourishes hair, making color more vibrant
- Supports color maintenance at home in between services
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ColorKick®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.