Types 2-4 curly hair Safe for colortreated and chemically treated hair Product Aesthetics: A buttery, rich leavein cream that melts into hair without weighing it down. How to Use: Work a generous amount of product into wet or damp hair from root to ends. Do not rinse. Reapply as needed. Apply Curl Butter as a leavein to completely wet hair to lock in moisture. Work through hair and detangle in sections for even distribution. Key Ingredients: Shea Butter, Jojoba Esters amp; OliveDerived Esters: A superhydrating combo that helps to soften hair and provides lightweight moisture without weighing down curls Selaginella Lepidophylla Extract ("Resurrection Plant" or "Rose of Jericho"): A specialty botanical plant active that attracts moisture to parched curls to bring them back to life Multifaceted UV/Solar Protection Complex: An antipollution active that is known to provide color and heat protection

Virtue Curl Leave-In Butter

A broad range of soft waves to highly textured curl patterns. Safe for colortreated and chemically treated hair How to Use:Wet hair thoroughly, work a quartersize amount of shampoo into palms, and emulsify with water, working into a lather before applying. Massage shampoo into hair and scalp to form a rich lather. Rinse and repeat if necessary. For best results follow with Virtue® Curl Conditioner. Key Ingredients:WaterSoluble Jojoba Oil Provides moisture and hydration to enhance shine, compatibility, and detangling. Specialty Carob Gum (Ceratonia Siliqua) Forms a sheer film to lock in moisture. VegetableDerived Polymer (from Lond Bean) Facilitates curl formation and definition. Specialty Rice Protein amp; Extract with Sunflower Seed Oil Provide solar protection from the drying and damaging effects of UV rays.

Virtue 8 oz. Curl Shampoo

Sodium Hyaluronate + Red Algae Extract: Provides a sheer "moisture shield" to thicken hair and keep the fibers supple Ricebased Humectants: Provide lightweight hydration to the hair, plumping and smoothing the shaft without weighing hair down. Biomimetic Signal Peptides: Nourish and calm the scalp to help create a healthy environment for hair growth

Virtue Flourish Shampoo for Thinning Hair 8oz

Oil for hydrating, brightening, and repairing hair. Features Alpha Keratin 60ku®, Tahitian gardenia flower extract, and Kalahari melon seed oil. Free of parabens, sulfates, phthalates, gluten, and synthetic dyes. Vegan, cruelty-free, and color-safe. Cyclopentasiloxane, Dimethiconol, Parfum (Fragrance), Keratin, Sclerocarya Birrea Seed Oil, Citrullus Lanatus (Watermelon) Seed Oil, Cocos Nucifera (Coconut) Oil, Gardenia Taitensis Flower Extract, Tocopherol, Polyglyceryl-4 Isostearate, Hexyl Laurate, Cetyl PEG/PPG-10/1 Dimethicone, Silicone Quaternium-3, Trideceth-12, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Benzyl Benzoate, Coumarin, Limonene, Geraniol, Hexyl Cinnamal, Linalool, Benzyl Salicylate.

Virtue Healing Oil, 50 mL

What It Is:A creamy, lightweight, multitasking paste that's perfect for putting (and keeping) short or layered hair in its place.What It'S For:Ideal for men and women and for all types of short or layered hair.What It Does:The medium-hold styler texturizes, shapes, nourishes, protects and adds shine to short hair. The does-it-all formula marries pliability with hold for styles that last all day. The fragrance is a citrus blend of flowers, greens, spearmint leaf and lemon essential oils.Key Ingredients:- Virtue's proprietary Alpha Keratin 60ku strengthens, softens and smooths.- 100% natural bio-based styling polymer provides humidity-resistant style retention for non-dulling, natural-looking, natural-feeling hold.- Shea butter provides deep hydration, adds shine and protects against the drying effects of heat styling.- Chia seed-derived heat protection complex retains water in the hair fiber and forms a protective layer against damage from heat styling tools without affecting the ability to style.Free Of...- Sulfates, parabens, phthalates, synthetic colors and dyes, gluten- Animal cruelty or byproducts (vegan-friendly)How To Use It:The product features a creamy break upon initial touch, which emulsifies to become a mix between paste and pomade. Rub a small amount between palms until translucent. Apply to dry hair to define your desired style.

Virtue 6 In 1 Styling Paste 1.7 oz.

What It Is:A conditioner that turns unruly, frizz-prone strands into manageable hair on its best behavior.What It'S For:- All hair types, especially those with frizz-prone, wavy or curly hair.- Safe for color-treated and chemically treated hair.What It Does:Virtue Smooth Conditioner eliminates frizz with every shower. It soothes the cuticle, locks out humidity and locks in moisture, giving hair a brilliant luster.Formulated with first-of-its-kind Alpha Keratin 60ku protein, this conditioner duo 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.Key Ingredients:- Phospholipids: Molecules derived from natural soybeans that help fight frizz and protect against humidity.- Gotu Kola: A multitasking Indian herb that promotes strength, smoothness and luster.- Pink Pomelo (Conditioner): A nutrient-rich citrus fruit full of vitamin A, C, B1 and zinc to give hair a shot of vitality.Free Of...- Parabens- Sulfates- Phthalates- Gluten- Synthetic colors and dyes- Animal crueltyHow To Use It:Apply conditioner to wet hair, work through evenly, rinse.

Virtue Smooth Conditioner 6.7 oz.

What It Is:Turn up the volume on fine, flat hair for maximum movement and bounce. Virtue Full Shampoo works to add volume while it cleanses. It dissolves excess oil, lifts the roots and plumps each strand for weightless, long-lasting body.What It'S For:- All hair types looking for a boost in volume or density in strands. Especially great for fine, limp hair.- Safe for color-treated and chemically treated hair.What It Does:A light, lacy lather rinses clean without stripping or dehydrating hair. Infused with Virtue's first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo was specifically developed to add volume and density to fine, limp hair strands. The extraordinarily lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time. The fragrance is a revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.Key Ingredients:Phospholipids derived from soybeans help fight frizz and protect against humidity.How To Use It:- Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather, then rinse. Follow with Full Conditioner, then rinse thoroughly.- Tips: Because all Virtue shampoos are concentrated, it is recommended that you emulsify the shampoo in the palm of the hand with a splash of water and work it into a rich lather before applying to hair.Clinical Results:- 84% of women said their hair felt thicker.*- 87% of women said their hair had more body.*- 86% of women said their hair looked fuller.**Consumer perception study of 55 women who used Full Shampoo and Full Conditioner for 1 week (7 uses).

Virtue Full Shampoo 2 oz.

What It Is:Turn up the volume on fine, flat hair for maximum movement and bounce. Virtue Full Conditioner thickens hair with each use without weighing hair down. It deeply moisturizes the hair, creating lasting lift, body and luster.What It'S For:- All hair types looking for a boost in volume or density in strands. Especially great for fine, limp hair.- Safe for color-treated and chemically treated hair.What It Does:Infused with Virtue's first-of-its-kind Alpha Keratin 60ku protein, Full Conditioner was specifically developed to add volume and density to fine, limp hair strands. The extraordinarily lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time. The lightweight cream conditioner won't leave hair tangly or tight. The fragrance is a revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.Key Ingredients:- Phospholipids derived from soybeans help fight frizz and protect against humidity.- Pink pomelo is a nutrient-rich citrus fruit full of vitamins A, C and B1, plus zinc. It gives hair a shot of vitality.- Artichoke leaf is a nurturing botanical loaded with lipids and protein to help seal and strengthen hair's cuticle.Clinical Results:- 84% of women said their hair felt thicker.*- 87% of women said their hair had more body.*- 86% of women said their hair looked fuller.**Consumer perception study of 55 women who used Full Shampoo and Full Conditioner for 1 week (7 uses).

Virtue Full Conditioner 2 oz.

Virtue Recovery Shampoo works to rebuild damaged hair with each use. It gently dissolves daily buildup while filling in cracks of damage to leave hair healthy, soft and supple. Formulated with first-of-its-kind Alpha Keratin 60ku, the Recovery Shampoo and Recovery Conditioner behave like high-powered treatment products, depositing keratin protein directly into the hair. They work hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals and color treatment. The fragrance is a rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

Virtue Recovery Shampoo, 8 oz.

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. Formulated with first-of-its-kind Alpha Keratin 60ku, Recovery Shampoo and Recovery Conditioner behave like high-powered treatment products, depositing keratin protein directly into the hair. They work hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals and color treatment. The fragrance is a rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

Virtue Recovery Conditioner, 6.7 oz.

What It Is:A shampoo that works to rebuild damaged hair with each use. It dissolves daily build-up while filling in cracks of damage to leave hair healthy, soft and supple.What It'S For:- All hair types, especially hair that's damaged or in need of extra care.- Perfect for stressed-out hair that's been dehydrated from heat or chemical treatments.- Safe for color and chemically treated hair.What It Does:Formulated with the first-of-its-kind Alpha Keratin 60ku, this shampoo behaves like a high-powered treatment product, depositing pure, human keratin protein directly into the hair. It fills cracks in the cuticle to heal hair and repair damage from heat, chemicals and color treatment.Key Ingredients:- Hydrolyzed Quinoa: This plant-based protein is a remarkable ingredient for hair, enhancing color, moisture retention and shine.- Baobab Seed Oil: From the African Tree of Life (known for its ability to store water), this rich, silky oil can act as an emollient for dry, damaged hair.- Grapefruit Extract: Loaded with vitamin C and antioxidants, it helps revitalize the scalp and returns hair's vibrancy and shine.Free Of...- Parabens- Sulfates- Phthalates- Gluten- Synthetic colors and dyes- Animal crueltyHow To Use It:Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather and rinse.

Virtue Recovery Shampoo 8 oz.

Virtue Flourish Shampoo For Thinning Hair delicately removes scalp buildup, cleanses the hair shaft and clears debris from follicle openings, creating an environment for healthy growth.    Growing hair is just the beginning. How you care for that new hair helps determine whether it survives. Powered by two groundbreaking keratin proteins, Flourish products cleanse, purify and enrich the scalp, creating fertile ground for new growth. As each new hair emerges, it's nourished and strengthened, reducing the rate of breakage and helping hair grow to maturity. The fragrance is a gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.

Virtue Flourish Shampoo For Thinning Hair, 8 oz.

What It Is:Flourish Shampoo for thinning hair delicately stimulates the scalp and removes buildup.What It'S For:Ideal for all women with thinning hair. Safe for chemically treated or colored hair.What It Does:It cleanses the hair shaft and clears debris from follicle openings, creating an environment for healthy growth.Key Ingredients:Alpha Keratin 60ku Clinical ProteinHow To Use It:Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair and massage into scalp, starting at the nape of your neck and working the lather through the ends. Rinse thoroughly.

Virtue Flourish Shampoo 8 oz.

What It Is:Flourish Conditioner for thinning hair is a hair strengthener, hydrator and detangler all in one.What It'S For:Ideal for all shades of natural color and all shades of color-treated or highlighted hair, as well as silver and gray tone.What It Does:Specifically developed for fine, fragile strands, it nourishes and thickens each hair without weighing it down.Key Ingredients:Alpha Keratin 60ku Clinical ProteinHow To Use It:Apply to wet hair, massage in, then rinse.

Virtue Flourish Conditioner 6.7 oz.

Virtue Refresh Dry Shampoo is a weightless spray that absorbs buildup and revives style with each use. This invisible aerosol spray dispenses as a dry mist that works to soak up excess oils while adding health-boosting Alpha Keratin 60ku, leaving hair and scalp refreshed and clean to the touch. The fragrance is a light, uplifting blend of essential oils and extracts, featuring lemon, known for energizing the scalp, and cedar leaf and orange essential oils for long-lasting freshness.

Virtue Refresh Dry Shampoo, 4.5 oz.

Virtue Refresh Purifying Shampoo is a clarifying shampoo infused with Alpha Keratin 60ku designed to be hair's weekly detox. Formulated to gently remove excess oil, product residue and environmental irritants like pollution and smoke, this deep cleanser whisks away the impurities that strip hair of its life and luster. The fragrance is a juicy, refreshing citrus with hints of flowers and detoxifying tea, plus sweet orange and lemon essential oils for deep cleansing and added shine.

Virtue Refresh Purifying Shampoo, 120 ml

Virtue Full Conditioner 17 oz.

What It Is:A conditioner that thickens hair with each use without weighing hair down. It deeply moisturizes, creating lasting lift, body and luster.What It'S For:- All hair types looking for a boost in volume or density in strands, especially fine hair.- Safe for color-treated and chemically treated hair.What It Does:Infused with the first-of-its-kind Alpha Keratin 60ku protein, Full Conditioner was specifically developed to add volume and density to fine hair. This lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time.Key Ingredients:- Phospholipids: Molecules derived from natural soybeans that help fight frizz and protect against humidity.- Pink Pomelo (Conditioner): A nutrient-rich citrus fruit full of vitamin A, C, B1 and zinc to give hair a shot of vitality.- Artichoke Leaf (Conditioner): A nurturing botanical loaded with lipids and protein to help seal and strengthen hair's cuticle.Free Of...- Parabens- Sulfates- Phthalates- Gluten- Synthetic colors and dyes- Animal crueltyHow To Use It:Appy conditioner to wet hair, work through evenly, rinse.Clinical Results*:- 84% said their hair felt thicker.- 87% said their hair had more body.- 86% said their hair looked fuller.*Consumer perception study of 55 women after 1 week/7 uses.

Virtue Full Conditioner 6.7 oz.

Virtue Full Shampoo works to add volume while it cleanses. It dissolves excess oil, lifts the roots and plumps each strand for weightless, long-lasting body. Infused with Virtue's first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Full Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time. The fragrance is a revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.

Virtue Full Shampoo, 17 oz.

Virtue Full Conditioner thickens hair with each use without weighing hair down. It deeply moisturizes the hair, creating lasting lift, body and luster. Infused with Virtue's first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Full Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time. The fragrance is a revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.

Virtue Full Conditioner, 6.7 oz.

Virtue Full Shampoo, 2 oz.

Virtue Smooth Shampoo works to both cleanse and refine textured hair. Infused with restorative ingredients, it de-frizzes strand by strand to seal in moisture and shine. This luxurious lathering shampoo is formulated with first-of-its-kind Alpha Keratin 60ku protein. The fragrance is a restorative blend of herbs, fruits and citrus, incorporating soothing lavender and fresh mint essential oils.

Virtue Smooth Shampoo, 60 ml

Virtue Smooth Conditioner eliminates frizz with every shower. It soothes the cuticle, locks out humidity and locks in moisture, giving hair a brilliant luster. The moisture-rich conditioner is formulated with first-of-its-kind Alpha Keratin 60ku protein. The fragrance is a restorative blend of herbs, fruits and citrus, incorporating soothing lavender and fresh mint essential oils.

Virtue Smooth Conditioner, 200 ml

Virtue Full Conditioner, 2 oz.

What It Is:Turn frizz-prone hair into silky strands on their best behavior with Virtue Smooth Shampoo.What It'S For:- All hair types, especially those with frizz-prone, wavy or curly hair.- Safe for color-treated and chemically treated hair.What It Does:The luxurious lathering shampoo provides a soft and smooth finish. Formulated with first-of-its-kind Alpha Keratin 60ku protein, this shampoo acts as a powerful in-shower daily smoothing treatment for hair. It helps repave rough cuticles and reduce friction between each strand, tackling frizz at the source for hair care that goes light years beyond basic cleansing. The fragrance is a restorative blend of herbs, fruits and citrus, incorporating soothing lavender and fresh mint essential oils.Key Ingredients:- Phospholipids from soybeans help fight frizz and protect against humidity.- Gotu kola is a multitasking Indian herb that promotes strength, smoothness and luster.How To Use It:- Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather, then rinse. Follow with Smooth Conditioner, then rinse thoroughly.- Tips: Because all Virtue shampoos are concentrated, it is recommended that you emulsify the shampoo in the palm of the hand with a splash of water and work it into a rich lather before applying to hair.Clinical Results:- 97% of women said their hair looked smoother.*- 97% of women said their hair looked healthier.*- 80% of women felt their hair looked smoother and more hydrated.***Consumer perception study of 51 women who used Smooth Shampoo, Smooth Conditioner and Un-Frizz Cream for 1 week (7 uses).**Consumer perception study of 45 women who used Smooth Shampoo and Smooth Conditioner for 2 weeks (10 uses).

Virtue Smooth Shampoo 2 oz.

Virtue Full Conditioner, 17 oz.

Virtue Flourish Conditioner For Thinning Hair is a lightweight hair strengthener, hydrator and detangler in one. It nourishes and thickens fine, fragile strands without weighing down hair. Growing hair is just the beginning. How you care for that new hair helps determine whether it survives. Powered by two groundbreaking keratin proteins, Flourish products cleanse, purify and enrich the scalp, creating fertile ground for new growth. As each new hair emerges, it's nourished and strengthened, reducing the rate of breakage and helping hair grow to maturity. The fragrance is a gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.

Virtue Flourish Conditioner For Thinning Hair, 6.7 oz.

Virtue Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and buildup to maintain the natural curl pattern. It protects against humidity, heat and environmental damage while mending and prepping hair for manageable, frizz-free styles. Alpha Keratin 60ku works with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that's more prone to breakage. The fragrance is a luxurious blend of juicy kumquat, grapefruit and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny and full of life.

Virtue Curl Shampoo, 8 oz.

What It 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.What It'S For:- All hair types, especially hair that's damaged or in need of extra care.- Perfect for stressed-out hair that's been dehydrated from heat styling or chemical treatments.- Safe for color-treated and chemically treated hair.What It Does:Formulated with the first-of-its-kind Alpha Keratin 60ku, this conditioner behaves like a high-powered treatment product, 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.Key Ingredients:- Hydrolyzed Quinoa: This plant-based protein is a remarkable ingredient for hair, enhancing color, moisture retention and shine.- Baobab Seed Oil: From the African Tree of Life (known for its ability to store water), this rich, silky oil can act as an intense emollient for dry, damaged hair.- Grapefruit Extract: Loaded with vitamin C and antioxidants, it helps revitalize the scalp and returns hair's vibrancy and shine.Free Of...- Parabens- Sulfates- Phthalates- Gluten- Synthetic colors and dyes- Animal crueltyHow To Use It:Apply conditioner to wet hair, work through evenly, rinse.

Virtue Recovery Conditioner 6.7 oz.

What It Is:Virtue Dry Shampoo is a weightless spray that absorbs buildup and revives style with each use. This invisible, clean aerosol spray dispenses as a dry mist that works to soak up excess oils while adding health-boosting Alpha Keratin 60ku, leaving hair and scalp refreshed and clean to the touch.What It'S For:- All hair types and shades that need refreshing.- Perfect for extending blowouts and style.- Safe for color-treated and chemically treated hair.What It Does:This invisible, super-light formula truly cleanses the hair while it enhances scalp health. Created without any heavy styling ingredients that can add more buildup, it's a reinvigorating pick-me-up for hair in need of a refresh. It features a light, uplifting blend of essential oils and extracts, including lemon (known for energizing the scalp) and cedar leaf and orange essential oils for long-lasting freshness.Key Ingredients:- Tapioca starch is a non-gmo starch with exceptional oil absorption properties. It brushes cleanly from hair.- Kaolin is a highly refined, pure clay that helps remove impurities from hair.

Virtue Dry Shampoo 4.5 oz.

Virtue Full Shampoo, 8 oz.

What It Is:A shampoo that works to add volume while it cleanses. It dissolves excess oil, lifts the roots and plumps each strand for weightless body.What It'S For:- All hair types, especially fine, limp hair.- Safe for color-treated and chemically treated hair.What It Does:Infused with the first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo was developed to add volume and density to fine, limp hair. This lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time.Key Ingredients:- Phospholipids: Molecules derived from natural soybeans that help fight frizz and protect against humidity.- Pink Pomelo (Conditioner): A nutrient-rich citrus fruit full of vitamin A, C, B1 and zinc to give hair a shot of vitality.- Artichoke Leaf (Conditioner): A nurturing botanical loaded with lipids and protein to help seal and strengthen hair's cuticle.Free Of...- Parabens- Sulfates- Phthalates- Gluten- Synthetic colors or dyes- Animal crueltyHow To Use It:Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather and rinse.Clinical Results*:- 84% said their hair felt thicker.- 87% said their hair had more body.- 86% said their hair looked fuller.*Consumer perception study of 55 women after 1 week/7 uses.

Virtue Labs Full Shampoo 8 oz.

Virtue Full Shampoo 17 oz.

Face + Body by Virtue For washing your hair, or when you need an excuse to stay in Cleansing shampoo Designed to provide a deep clean and whisk away the impurities Ideal for all hair types Product is non-returnable for hygiene reasons

Virtue Refresh Purifying Shampoo 120ml-No color

Face + Body by Virtue For washing your hair, or when you need an excuse to stay in Moisturising shampoo Designed to lift excess oils and product build-up from hair Helps to maintain your natural curl pattern Ideal for.hair types Enriched with Alpha Keratin 60ku, rice protein and sunflower seed oil Product is non-returnable for hygiene reasons

Virtue Curl Shampoo 240ml-No color

What It Is:A conditioner that weightlessly detangles, de-frizzes, nourishes and hydrates without weighing down curls.What It Does:Virtue Curl Conditioner repairs cuticle damage, rejuvenates elasticity and protects against humidity, heat and environmental damage for soft, silky and strong curls.Key Ingredients:- Alpha Keratin 60ku works with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that's more prone to breakage.- Water-soluble jojoba oil provides moisture and hydration to enhance shine, compatibility and detangling.- Specialty carob gum (ceratonia siliqua) forms a sheer film to lock in moisture.- Vegetable-derived polymer (from long bean) facilitates curl formation and definition.- Specialty rice protein and extract with sunflower seed oil provide solar protection from the drying and damaging effects of Uv rays.Free Of...- Sulfates, parabens, phthalates, synthetic colors and dyes, gluten- Animal crueltyAbout The Brand:Virtue Curl is the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors and synthetic colorants.

Virtue Curl Conditioner 2 oz.

Virtue Smooth Shampoo 17 oz.

What It Is:Turn frizz-prone hair into silky strands on their best behavior. Virtue Smooth Conditioner eliminates frizz with every shower. It soothes the cuticle, locks out humidity and locks in moisture, giving hair a brilliant luster.What It'S For:- All hair types, especially those with frizz-prone, wavy or curly hair.- Safe for color-treated and chemically treated hair.What It Does:The moisture-rich conditioner adds slip and hydration as you rinse. Formulated with first-of-its-kind Alpha Keratin 60ku protein, this conditioner acts as a powerful in-shower daily smoothing treatment for hair. It helps repave rough cuticles and reduce friction between each strand, tackling frizz at the source for hair care that goes light years beyond basic cleansing. The fragrance is a restorative blend of herbs, fruits and citrus, incorporating soothing lavender and fresh mint essential oils.Key Ingredients:- Phospholipids derived from soybeans help fight frizz and protect against humidity.- Gotu kola is a multitasking Indian herb that promotes strength, smoothness and luster.- Pink pomelo is a nutrient-rich citrus fruit full of vitamins A, C and B1, plus zinc. It gives hair a shot of vitality.Clinical Results:- 97% of women said their hair looked smoother.*- 97% of women said their hair looked healthier.*- 80% of women felt their hair looked smoother and more hydrated.***Consumer perception study of 51 women who used Smooth Shampoo, Smooth Conditioner and Un-Frizz Cream for 1 week (7 uses).**Consumer perception study of 45 women who used Smooth Shampoo and Smooth Conditioner for 2 weeks (10 uses).

Virtue Smooth Conditioner 17 oz.

Leave-in pre-styling spray for priming, volumizing, and strengthening hair. Features Alpha Keratin 60ku®, vitamin B5, and hydrolyzed wheat protein. Free of parabens, sulfates, phthalates, gluten, and synthetic dyes. Vegan, cruelty-free, and color-safe. Alcohol Denat., Aqua (Water, Eau), Propylene Glycol, Polyurethane-1, Alpha Keratin, Panthenol, Hydrolyzed Soy Protein, AMP-Isostearoyl Hydrolyzed Wheat Protein, Ethylhexylglycerin, Tocopherol, Parfum (Fragrance), Phenoxyethanol, Potassium Sorbate, Citral, Hexyl Cinnamal, Limonene, Linalool.

Virtue Volumizing Primer Spray, 150 mL

Face + Body by Virtue The best part of 'hair-wash day' Nourishing conditioner Designed to smooth and detangle hair Suitable for curly hair types Cream formula Alpha Keratin works alongside hydrators and curl-optimizing polymers to support elasticity and damaged cuticles Product is non-returnable for hygiene reasons

Virtue Curl Conditioner 200ml-No color

Face + Body by Virtue Look after your locks Restorative mask Designed to deeply hydrate and repair hair without weighing it down Suitable for all hair types Lightweight texture Brown algae extract aims to intensively repair and helps provide heat protection Amaranthus caudatus seed extract works to enhance color, moisture retention and shine Product is non-returnable for hygiene reasons

Virtue Restorative Treatment Mask 150ml-No color

Face + Body by Virtue Helping your hair go the distance Works to build, shape, de-frizz and while providing moisture and shine Lightweight texture Product is non-returnable for hygiene reasons

Virtue Curl Leave-In Butter 150ml-No color

Virtue Curl Discovery Kit - 20% Saving-No color

Virtue Smooth Shampoo, 240 ml

Repair and rejuvenate dry, damaged strands with the largest size (and highest value) of Virtue's best-selling Recovery Shampoo and Recovery Conditioner. The patented Alpha Keratin 60ku rebuilds and strengthens compromised strands by filling in cracks of damage while the rejuvenating formulas make hair hydrated, shinier and more resilient.

Virtue 2-Pc. Recovery Shampoo & Conditioner Pro-Size Set

Virtue Refresh Purifying Leave-In Conditioner is a lightweight mist that gently nourishes hair while it enhances manageability, reduces flyaways and shields against damage. It fights humidity to revive curl and reduce frizz and split ends, plus Virtue's Alpha Keratin 60ku protein leaves hair feeling silky soft without any added buildup. The fragrance is a juicy, refreshing citrus fragrance with hints of flowers and detoxifying tea, plus sweet orange and lemon essential oils for added shine.

Virtue Refresh Purifying Leave-In Conditioner, 150 ml

Virtue Flourish Shampoo For Thinning Hair is a lightweight hair strengthener, hydrator and detangler in one. It nourishes and thickens fine, fragile strands without weighing down hair. Growing hair is just the beginning. How you care for that new hair helps determine whether it survives. Powered by two groundbreaking keratin proteins, Flourish products cleanse, purify and enrich the scalp, creating fertile ground for new growth. As each new hair emerges, it's nourished and strengthened, reducing the rate of breakage and helping hair grow to maturity. The fragrance is a gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.

Virtue Flourish Shampoo For Thinning Hair, 2 oz.

Flourish Mask For Thinning Hair is a whipped and creamy yet weightless treatment formulated for a range of thinning textures. It strengthens strands and supports healthy hair growth, all while intensely hydrating to leave hair stronger, shinier and silky soft to help prevent breakage. Thinning hair needs hydration to thrive. Flourish's proprietary Alpha Keratin 60ku Clinical is paired with growth heroes like red clover, beet extract, green coffee and caffeine to reinvigorate tired follicles while simultaneously infusing thinning hair with nutrient-rich hydration to leave each strand thicker, stronger and with more density. The fragrance is a gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.

Virtue Flourish Mask For Thinning Hair, 5 oz.

Volumize and thicken fine, flat strands with the largest size (and highest value) of Virtue's award-winning Full Shampoo and Full Conditioner. The patented protein Alpha Keratin 60ku rebuilds and strengthens compromised strands by filling in cracks of damage while the replenishing formulas lift the roots, plump each strand and weightlessly hydrate.

Virtue 2-Pc. Full Shampoo & Conditioner Pro-Size Set

Virtue Recovery Conditioner, 2 oz.

Virtue Flourish Conditioner For Thinning Hair, 2 oz.

Virtue Recovery Shampoo, 17 oz.

ColorKick De-Brassing Shampoo uses a blend of violet and lavender botanical extracts to gently neutralize brassiness on all shades of color-treated, highlighted and natural hair, including silver and gray. Humectants hydrate and detangle hair, while Virtue's proprietary Alpha Keratin 60ku protein strengthens and repairs all hair types with each use. The fragrance is a warm blend of bright and calming ingredients including yuzu zest, chamomile and creamy sandalwood.

Virtue ColorKick De-Brassing Shampoo, 8 oz.

Virtue Recovery Conditioner, 17 oz.

Virtue Recovery Shampoo, 2 oz.

Face + Body by Virtue Your hair will thank you Contains three travel-size products Shampoo and conditioner are formulated with Alpha Keratin 60ku® protein to target rough hair cuticles and reduce friction between each strand for smoother hair Hair mask is also infused with Alpha Keratin 60ku® to help deeply hydrate and repair hair without weighing it down Product is non-returnable for hygiene reasons

Virtue Smooth Discovery Kit - 20% Saving-No color

What It Is: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.What It'S For:- A broad range of soft waves to highly textured curl patterns.- Safe for color-treated and chemically treated hair.What It Does:The rich, hydrating and creamy conditioner locks in moisture. Alpha Keratin 60ku works wit

Virtue Curl Conditioner 17 oz.

What It Is:A 100% drug-free, botanical-based regimen that fuels fatigued follicles, nourishes the scalp and thickens each hair. The regimen is ideal for mild to moderate thinning and those seeking a more natural solution.Set Includes:- Flourish Shampoo- Flourish Conditioner- Flourish Density BoosterWhat It Does:Ideal for women with mild to moderate hair loss due to hereditary factors, hormonal factors (including recent pregnancy), nutritional deficiencies or stress. Safe for chemically treated or colored hair.Key Ingredients:- Alpha Keratin: A large, spring-shaped protein, it nourishes the scalp microbiome, repairs damage along the hair fiber and reinforces hair strength.- Gamma Keratin: Small, globular keratins that provide hair with elasticity and flexibility.- Larch Wood Extract: Encourages the initiation of the anagen growth phase. Has been shown to be more effective than Minoxidil.How To Use It:- Shampoo: Work into a lather between palms. Apply to wet hair and massage into scalp, starting at the nape of your neck and working through the ends. Rinse thoroughly.- Conditioner: Work between palms, then apply to wet hair from mid-shaft to ends. Leave in for 1-3 minutes before rinsing thoroughly.- Density Booster: On damp or dry hair, lift hair into sections and spray directly onto scalp. Gently massage in and do not rinse.

Virtue Flourish Nightly Intensive Hair Rejuvenation Treatment - 30 Days

What It Is:Virtue Exfoliating Scalp Treatment is a light, whipped creme that gently sloughs off dead skin cells, balances and conditions without adding residue.What It Does:This deep-conditioning treatment is efficacious yet nonirritating. It provides physical and enzymatic scalp exfoliation while nourishing hair. Hair is left silky smooth upon rinsing with residue-free conditioning.Key Ingredients:- Alpha Keratin 60ku repairs hair with each use.- Papain and promelain fruit enzymes provide gentle exfoliation to unclog pores and optimize follicles.- Beta hydroxy acid (Bha) gently exfoliates dead skin cells.- Rice exfoliator sloughs away dead skin cells to leave the scalp smooth.- Coconut, jojoba and kalahari melon oils provide essential hydration for hair and scalp.Free Of...- Gluten, sulfates, parabens, phthalates, synthetic colors and dyes- Animal crueltyHow To Use It:After shampooing and rinsing hair, apply Exfoliating Scalp Treatment to scalp and hair, massaging thoroughly with fingertips for approximately 2-3 minutes. Smooth through to the ends and rinse thoroughly; a double rinse is recommended. This is the last step in your scalp health routine, eliminating the need for washing and conditioning after use. Use once or twice a week in place of conditioner or mask.

Virtue Exfoliating Scalp Treatment 5 oz.

What It Is:A silky, creamy mask in a tinted soft-violet shade that glides onto hair.What It'S For:Ideal for all shades of natural-colored hair and all shades of color-treated or highlighted hair, as well as silver and gray tones.What It Does:Virtue ColorKick Illuminating Mask protects and maintains hair color between services by providing intense hydration, reflective luminosity and color vibrancy, as well as solar and heat protection to keep shades from dulling and drying out. This dual-action formula harnesses the power of Alpha Keratin 60ku to repair and strengthen hair from inside out. Virtue's proprietary protein not only helps strengthen hair weakened from chemical treatments, but also smooths the foundation of rough cuticles, leaving hair more reflective for the ultimate healthy hair shine. The fragrance is a warm blend of bright and calming ingredients, including yuzu zest, chamomile and creamy sandalwood.Key Ingredients:- Mullein flowers specialty active, based on photoluminescence, absorbs Uv/solar radiation and transforms it to visible, radiant light.- Specialty rice protein, sunflower sprout extract and tara tree fruit extract provide Uv/solar protection against the color-fading, color-distorting, damaging and drying effects of the sun's rays.- Shea butter, moringa seed oil, jojoba and sunflower seed wax nourish and restore hydration to all color-treated hair tones while adding vibrant shine and maximizing tonality.How To Use It:After cleansing hair, remove excess water and apply a generous amount of mask, distributing evenly through hair. Leave on for 2-3 minutes. Rinse well. Use weekly or as needed.Clinical Results:- 92% of women felt their hair color looked more luminous and didn't fade as quickly after 2 weeks.*- 98% of women felt their hair color looked brighter after 4 weeks.*- 100% said this mask keeps hair more true between colorings.**Results based on a consumer perception study of 56 women who used the mask twice a week for 4 weeks.

Virtue ColorKick Illuminating Mask 5 oz.

What It Is:Damage Reverse Serum revolutionizes hair repair by not only fighting future damage, but by reversing it.What It'S For:- All hair types, especially hair that's damaged or in need of extra care.- Perfect for stressed-out strands dehydrated from heat styling or chemical treatments.- Safe for color-treated and chemically treated hair.What It Does:Packed with the highest percentage of the Alpha Keratin 60ku protein, this wonder-working miracle serum near-instantly and holistically repairs 

VirtueDamage Reverse Serum 1.7 oz.

Product Info

Virtue Damage Reverse Serum 1.7 oz.