Virtue | The first hair care products built with human keratin.

ALPHA KERATIN 60KU™

The first human keratin with the power to transform hair.

Alpha Keratin 60ku™ is a revolutionary protein at the core of every Virtue product that repairs hair in a whole new way - no matter the texture. Let’s find the right combination of products for your hair.

2017 Allure Best of Beauty

Best Shampoo & Conditioner for Color-Treated Hair

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“Like a defibrillator for your most fried hair.”

Groundbreaking technology.
Award-winning damage repair.

Shop Award Winners

Love the way this recovery shampoo makes my hair feel and look. My damaged hair definitely feels and looks shinier and healthier, it's a noticeable difference. This is a must try, it works.

Wendy on the Recovery Shampoo

This stuff is amazing. After a full year of at-home bleaching & heat treating, my hair was fried. In one use, i saw and felt a difference. After several uses my hair started looking shiny again. Love virtue labs

Ashley on the Recovery Conditioner

The volumizing whip makes my heart skip a beat. This product is MAGIC. It gives my hair a natural, soft volume that lasts all day (two days, actually). It's not sticky or heavy and doesn't make my hair greasy. Love.

Jessica on the Uplifted Volumizing Whip

I am in love with the smoothing shampoo and conditioner!! My hair is very long, very thick and curly. It is often hard to brush through it without breaking many strands of hair. With the Virtue products my hair is much smoother and stronger and did not break when I brushed it!!

Kandi on the Smooth Shampoo