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.

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

              Treatments

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

              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
                      Mini Deluxe$14.00

                      Restorative Treatment Mask

                        • $14.00
                        • $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.

                        Purifying Shampoo
                        Quick Add
                        Full Size$28.00

                        Purifying Shampoo

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

                          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!
                                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

                                            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

                                                                          Travel

                                                                          All Virtue products come in convenient under-3-ounce travel sizes so you can take your favorite products with you wherever you go. Or, shop travel sizes if you're just looking to try out the Virtue brand without committing to a full size just yet!
                                                                          Refresh Dry Shampoo
                                                                          Quick Add

                                                                          Refresh Dry Shampoo

                                                                            • $16.00
                                                                            Moisture-Defining Whip
                                                                            Quick Add

                                                                            Moisture-Defining Whip

                                                                              • $18.00
                                                                              Recovery Shampoo
                                                                              Quick Add

                                                                              Recovery Shampoo

                                                                                • $15.00
                                                                                Un-Frizz Cream
                                                                                Quick Add

                                                                                Un-Frizz Cream

                                                                                  • $20.00
                                                                                  Perfect Ending Split End Serum
                                                                                  Quick Add

                                                                                  Perfect Ending Split End Serum

                                                                                    • $20.00
                                                                                    Shaping Spray
                                                                                    Quick Add

                                                                                    Shaping Spray

                                                                                      • $18.00
                                                                                      Recovery Conditioner
                                                                                      Quick Add

                                                                                      Recovery Conditioner

                                                                                        • $16.00
                                                                                        Smooth Shampoo
                                                                                        Quick Add

                                                                                        Smooth Shampoo

                                                                                          • $15.00
                                                                                          Smooth Conditioner
                                                                                          Quick Add

                                                                                          Smooth Conditioner

                                                                                            • $16.00
                                                                                            Full Shampoo
                                                                                            Quick Add

                                                                                            Full Shampoo

                                                                                              • $15.00
                                                                                              Full Conditioner
                                                                                              Quick Add

                                                                                              Full Conditioner

                                                                                                • $16.00
                                                                                                Texturizing Spray
                                                                                                Quick Add

                                                                                                Texturizing Spray

                                                                                                  • $18.00

                                                                                                  Curated Collections for 2020

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

                                                                                                  Deep Recovery Full-Size Collection
                                                                                                  Quick Add
                                                                                                  Full Size $49.30

                                                                                                  Self-Care Hair Duo

                                                                                                    • $58.00 $49.30 (15% off)
                                                                                                    Color Revival Kit
                                                                                                    Quick Add

                                                                                                    Color Revival Kit

                                                                                                      • $35.00
                                                                                                      FOR IN-BETWEEN SALON VISITS
                                                                                                      Smooth  Shampoo and Conditioner
                                                                                                      Quick Add
                                                                                                      Travel Size $48.99

                                                                                                      Off-Duty Hair Day

                                                                                                        • $54.00 $48.99 (9% off)
                                                                                                        EFFORTLESS AT-HOME HAIR

                                                                                                        Gift Cards

                                                                                                        Digital Gift Card
                                                                                                        Quick Add

                                                                                                        Digital Gift Card

                                                                                                          • From $25.00
                                                                                                          The Gift of Healthy Hair

                                                                                                           

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