One revolutionary ingredient.
A lifetime of your best hair humanly possible.

One breakthrough scientific discovery changed hair care forever. And now you can experience the power of Alpha Keratin 60ku® - the core ingredient in every Virtue hair product. Our shampoos, conditioners, treatments & stylers are expertly crafted to transform your hair into its most beautiful, healthy state in as little as 5 uses.

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Hair Care

Extraordinary shampoos and conditioners that rebuild and restore with each use. 

Recovery Shampoo
Quick Add
Pro Size$72.00
Full Size$38.00
Travel Size$15.00

Recovery Shampoo

    • $15.00
    • $72.00
    REPAIRS DAMAGED HAIR
    Recovery Conditioner
    Quick Add
    Pro Size$86.00
    Full Size$40.00
    Travel Size$16.00

    Recovery Conditioner

      • $16.00
      • $86.00
      REPAIRS DAMAGED HAIR
      Smooth Shampoo
      Quick Add
      Pro Size$72.00
      Full Size$38.00
      Travel Size$15.00

      Smooth Shampoo

        • $15.00
        • $72.00
        ELIMINATES FRIZZ
        Smooth Conditioner
        Quick Add
        Pro Size$86.00
        Full Size$40.00
        Travel Size$16.00

        Smooth Conditioner

          • $16.00
          • $86.00
          ELIMINATES FRIZZ
          Full Shampoo
          Quick Add
          Pro Size$72.00
          Full Size$38.00
          Travel Size$15.00

          Full Shampoo

            • $15.00
            • $72.00
            THICKENS & VOLUMIZES
            Full Conditioner
            Quick Add
            Pro Size$86.00
            Full Size$40.00
            Travel Size$16.00

            Full Conditioner

              • $16.00
              • $86.00
              LIGHTWEIGHT HYDRATION
              Curl Shampoo
              Quick Add
              Full Size$38.00
              Travel Size$15.00

              Curl Shampoo

                • $15.00
                • $38.00
                NEW! FOR ALL CURL TYPES
                Curl Conditioner
                Quick Add
                Full Size$40.00
                Travel Size$16.00

                Curl Conditioner

                  • $16.00
                  • $40.00
                  NEW! FOR ALL CURL TYPES

                  Treatments

                  Reverse the damage with transformative treatments that heal, nourish, and repair
                  Split End Serum
                  Quick Add
                  Full Size$40.00
                  Travel Size$20.00

                  Split End Serum

                    • $20.00
                    • $40.00
                    MENDS BREAKAGE
                    Color Revival Kit
                    Quick Add

                    Color Revival Kit

                      • $35.00
                      FOR IN-BETWEEN SALON VISITS
                      Un-Frizz Cream
                      Quick Add
                      Full Size$40.00
                      Travel Size$20.00

                      Un-Frizz Cream

                        • $20.00
                        • $40.00
                        SMOOTHS HAIR & ANTI-HUMIDITY
                        Healing Oil
                        Quick Add
                        Full Size$42.00

                        Healing Oil

                          • $42.00
                          NEW!
                          Restorative Treatment Mask
                          Quick Add
                          Pro Size$66.00
                          Full Size$30.00

                          Restorative Treatment Mask

                            • $30.00
                            • $66.00
                            WEEKLY HAIR REHABILITATION

                            Refresh

                            Bring hair back to its lightest, cleanest state with our newest family of products that work to purify, detox, and reinvigorate - for hair that looks and feels its freshest.

                            Exfoliating Scalp Treatment
                            Quick Add
                            Full Size$46.00

                            Exfoliating Scalp Treatment

                              • $46.00
                              NEW!
                              Scalp Treatment Kit
                              Quick Add
                              Full Size $90.00

                              Scalp Treatment Kit

                                • $100.00 $90.00 (10% off)
                                Topical Scalp Supplement
                                Quick Add
                                Full Size$54.00

                                Topical Scalp Supplement

                                  • $54.00
                                  NEW!
                                  Purifying Shampoo
                                  Quick Add
                                  Full Size$28.00

                                  Purifying Shampoo

                                    • $28.00
                                    WEEKLY HAIR DETOX
                                    Refresh Purifying Leave-In Conditioner
                                    Quick Add
                                    Full Size$30.00

                                    Refresh Purifying Leave-In Conditioner

                                      • $30.00
                                      DETANGLES & NOURISHES
                                      Refresh Dry Shampoo
                                      Quick Add
                                      Full Size$32.00
                                      Travel Size$16.00

                                      Refresh Dry Shampoo

                                        • $16.00
                                        • $32.00
                                        LIGHTWEIGHT, NO BUILDUP

                                        Stylers

                                        Multitasking stylers that help lift, hold, protect, and perfect the look you want
                                        Volumizing Mousse
                                        Quick Add
                                        Full Size$36.00

                                        Volumizing Mousse

                                          • $36.00
                                          NEW!
                                          Curl-Defining Whip
                                          Quick Add
                                          Full Size$36.00

                                          Curl-Defining Whip

                                            • $36.00
                                            NEW! FOR ALL CURL TYPES
                                            Volumizing Primer
                                            Quick Add
                                            Full Size$36.00

                                            Volumizing Primer

                                              • $36.00
                                              UNIVERSAL HAIR PRIMER
                                              Texturizing Spray
                                              Quick Add
                                              Full Size$36.00
                                              Travel Size$18.00

                                              Texturizing Spray

                                                • $18.00
                                                • $36.00
                                                TOUCHABLE, NON-STICKY FORMULA
                                                Lifting Powder
                                                Quick Add
                                                Full Size$34.00

                                                Lifting Powder

                                                  • $34.00
                                                  MAXIMUM VOLUME AT THE ROOT
                                                  6-in-1 Styler
                                                  Quick Add
                                                  Full Size$32.00
                                                  Travel Size$18.00

                                                  6-in-1 Styler

                                                    • $18.00
                                                    • $32.00
                                                    LIGHTWEIGHT STYLING CREAM
                                                    Shaping Spray
                                                    Quick Add
                                                    Full Size$36.00
                                                    Travel Size$18.00

                                                    Shaping Spray

                                                      • $18.00
                                                      • $36.00
                                                      LIGHTWEIGHT HOLD
                                                      Moisture-Defining Whip
                                                      Quick Add
                                                      Full Size$36.00
                                                      Travel Size$18.00

                                                      Moisture-Defining Whip

                                                        • $18.00
                                                        • $36.00
                                                        HYDRATES & DEFINES

                                                        Curated Collections for 2021

                                                        The absolute must-haves for your healthiest hair possible, personally selected by our Virtue team and Creative Director, Adir Abergel.

                                                        Curl Care Trio
                                                        Quick Add
                                                        Full Size $95.00

                                                        Curl Care Trio

                                                          • $114.00 $95.00 (17% off)
                                                          Jennifer Garner's Favorites
                                                          Quick Add
                                                          Full Size $114.00

                                                          Jennifer Garner's Favorites

                                                            • $152.00 $114.00 (25% off)
                                                            Hair & Scalp Reset Duo
                                                            Quick Add

                                                            Hair & Scalp Reset Duo

                                                              • $25.00
                                                              Scalp Treatment Kit
                                                              Quick Add
                                                              Full Size $90.00

                                                              Scalp Treatment Kit

                                                                • $100.00 $90.00 (10% off)
                                                                Color Revival Kit
                                                                Quick Add

                                                                Color Revival Kit

                                                                  • $35.00
                                                                  FOR IN-BETWEEN SALON VISITS

                                                                  Starter Kits

                                                                  Virtue® Starter Kits are the easiest way to discover Alpha Keratin 60ku®, our revolutionary and reparative protein proven to transform your hair in as few as five uses. At just $39, you don’t have to commit to a new hair care routine––but we’re pretty sure you’ll want to.

                                                                  Damage Repair Starter Kit
                                                                  Quick Add
                                                                  Travel Size $39.00

                                                                  Damage Repair Starter Kit

                                                                    • $49.00 $39.00 (20% off)
                                                                    Volume Starter Kit
                                                                    Quick Add
                                                                    Travel Size $39.00

                                                                    Volume Starter Kit

                                                                      • $49.00 $39.00 (20% off)
                                                                      Anti-Frizz Starter Kit
                                                                      Quick Add
                                                                      Travel Size $39.00

                                                                      Anti-Frizz Starter Kit

                                                                        • $51.00 $39.00 (24% off)

                                                                        Anti-Frizz

                                                                        Is fighting frizz your part-time job? Shop our collection of products that turn unruly, frizz-prone hair into silky soft stands with well-deserved sheen. Great for all types of curly and wavy hair.
                                                                        Un-Frizz Cream
                                                                        Quick Add

                                                                        Un-Frizz Cream

                                                                          • $40.00
                                                                          SMOOTHS HAIR & ANTI-HUMIDITY
                                                                          Smooth Conditioner
                                                                          Quick Add

                                                                          Smooth Conditioner

                                                                            • $40.00
                                                                            ELIMINATES FRIZZ
                                                                            Smooth Shampoo
                                                                            Quick Add

                                                                            Smooth Shampoo

                                                                              • $38.00
                                                                              ELIMINATES FRIZZ
                                                                              Moisture-Defining Whip
                                                                              Quick Add

                                                                              Moisture-Defining Whip

                                                                                • $36.00
                                                                                HYDRATES & DEFINES
                                                                                Restorative Treatment Mask
                                                                                Quick Add

                                                                                Restorative Treatment Mask

                                                                                  • $30.00
                                                                                  LIGHTWEIGHT NOURISHMENT

                                                                                  Damage Repair

                                                                                  Need damage control? Shop our collection of damage-fighting heroes that nourish dry, depleted hair back to hydrated health with every use. Ideal for anyone with hair damage from color, chemicals, or heat.
                                                                                  Recovery Shampoo
                                                                                  Quick Add

                                                                                  Recovery Shampoo

                                                                                    • $38.00
                                                                                    REPAIRS DAMAGED HAIR
                                                                                    Restorative Treatment Mask
                                                                                    Quick Add

                                                                                    Restorative Treatment Mask

                                                                                      • $30.00
                                                                                      LIGHTWEIGHT NOURISHMENT
                                                                                      Recovery Conditioner
                                                                                      Quick Add

                                                                                      Recovery Conditioner

                                                                                        • $40.00
                                                                                        REPAIRS DAMAGED HAIR
                                                                                        Split End Serum
                                                                                        Quick Add

                                                                                        Split End Serum

                                                                                          • $40.00
                                                                                          MENDS BREAKAGE

                                                                                          Volumizing & Thickening

                                                                                          Need a lift? Our collection of volumizing products thicken hair by 22% per strand, taking fine, flat hair to new heights while nourishing strands from the inside out. Ideal for anyone with fine, flat, or thinning hair.
                                                                                          Full Shampoo
                                                                                          Quick Add

                                                                                          Full Shampoo

                                                                                            • $38.00
                                                                                            LIGHTWEIGHT HYDRATION
                                                                                            Lifting Powder
                                                                                            Quick Add
                                                                                            Full Size$34.00

                                                                                            Lifting Powder

                                                                                              • $34.00
                                                                                              MAXIMUM VOLUME AT THE ROOT
                                                                                              Volumizing Primer
                                                                                              Quick Add
                                                                                              Full Size$36.00

                                                                                              Volumizing Primer

                                                                                                • $36.00
                                                                                                UNIVERSAL HAIR PRIMER
                                                                                                Volumizing Mousse
                                                                                                Quick Add
                                                                                                Full Size$36.00

                                                                                                Volumizing Mousse

                                                                                                  • $36.00
                                                                                                  NEW!
                                                                                                  Full Conditioner
                                                                                                  Quick Add

                                                                                                  Full Conditioner

                                                                                                    • $40.00
                                                                                                    LIGHTWEIGHT HYDRATION
                                                                                                    Texturizing Spray
                                                                                                    Quick Add

                                                                                                    Texturizing Spray

                                                                                                      • $36.00
                                                                                                      TOUCHABLE, NON-STICKY FORMULA

                                                                                                       

                                                                                                      The Virtue Diagnostic
                                                                                                      Find the right products for your unique hair type