One-Stop Shop

Get everything you need for hair care and self care.

Virtue Curl Shampoo $42

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.

Virtue Curl Conditioner $44

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 Full Shampoo $42

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.

Virtue Full Conditioner $44

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 Recovery Shampoo $42

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 Recovery Conditioner $44

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 Smooth Shampoo $42

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.

Virtue Smooth Conditioner $44

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.

Un-Frizz Cream $44

Virtue® Un-Frizz Cream is a leave-in treatment that instantly transforms hair’s texture. Straight hair becomes sleeker, wavy hair grows smoother, curls gain definition, and frizz is tamed across the board. And with heat protection up to 450 degrees, Un-Frizz Cream helps hair stand up to styling tools maintaining its integrity, shape, and overall health.

Frizz Block Smooth Spray $46

Our 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.

6-in-1 Styler $36

Powered by our revolutionary Alpha Keratin 60ku® protein, Virtue®6-in-1 Styler is the ultimate multitasking product—a frizz-fighter, bounce-builder, style-setter and shine-booster all in one. This lightweight formula blends seamlessly into hair without a trace, works for every hair type, and is the perfect go-to for second-day hair and achieving that “done undone” finish. Color-safe, paraben-free, gluten-free, vegan.

Texturizing Spray $40

Formulated 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.

Split End Serum $44

Virtue Labs Split End Serum is a lightweight cream that seals, smooths, and repairs broken ends. It nourishes and protects hair from future damage. Full of our patented Alpha Keratin 60ku® protein. Ideal for all hair types, especially heat damage and split ends, it takes repair to a whole new level, actually restoring the color and vibrancy of fragile hair as it reinforces damaged ends. Color-safe, paraben-free, gluten-free.

Recovery Damage Reverse Serum $60

Damage Reverse™ Serum is the only inside-out, leave-in hair repair treatment that both reverses and fights future damage, reinforces hair’s strength, and reduces breakage with our highest concentration of reparative Alpha Keratin 60ku®.

Exfoliating Scalp Treatment $50

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.

Leave-in Conditioner $34

Formulated with our revolutionary Alpha Keratin 60ku® protein, this lightweight, multi-tasking leave-in conditioning mist moisturizes, protects, and detangles hair without buildup. Hair is left softer, shinier, and overall healthier. Color-safe, paraben-free, gluten-free, vegan.

Restorative Treatment Mask $70

Infused 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.

Healing Oil $51

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.