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
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Full Size$42.00
ColorKick® De-Brassing Shampoo
- $42.00
NEW!
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Pro Size$74.00
Full Size$40.00
Travel Size$16.00
Curl Shampoo
- $16.00
- $74.00
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Pro Size$88.00
Full Size$42.00
Travel Size$17.00
Curl Conditioner
- $17.00
- $88.00
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Pro Size$74.00
Full Size$40.00
Recovery Shampoo
- $16.00
- $74.00
REPAIRS DAMAGED HAIR
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Pro Size$88.00
Full Size$42.00
Travel Size$17.00
Recovery Conditioner
- $17.00
- $88.00
REPAIRS DAMAGED HAIR
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Pro Size$74.00
Full Size$40.00
Smooth Shampoo
- $16.00
- $74.00
ELIMINATES FRIZZ
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Pro Size$88.00
Full Size$42.00
Travel Size$17.00
Smooth Conditioner
- $17.00
- $88.00
ELIMINATES FRIZZ
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Pro Size$74.00
Full Size$40.00
Travel Size$16.00
Full Shampoo
- $16.00
- $74.00
THICKENS & VOLUMIZES
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Pro Size$88.00
Full Size$42.00
Full Conditioner
- $17.00
- $88.00
LIGHTWEIGHT HYDRATION
Growth
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Full Size$70.00
Flourish Mask for Thinning Hair
- $70.00
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3 Month$134.00
1 Month$55.00
Hair Rejuvenation Treatment (Drug Free)
- $55.00
- $134.00
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3 Month$134.00
1 Month$55.00
Hair Growth Treatment (Minoxidil 5%)
- $55.00
- $134.00
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Full Size$42.00
Travel Size$17.00
Flourish Shampoo for Thinning Hair
- $17.00
- $42.00
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Full Size$44.00
Travel Size$18.00
Flourish Conditioner for Thinning Hair
- $18.00
- $44.00
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Full Size$48.00
Travel Size$26.00
Flourish Density Booster
- $26.00
- $48.00
OVERNIGHT GROWTH SPRAY
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Full Size$54.00
Travel Size$28.00
Women's 5% Minoxidil Foam
- $28.00
- $54.00
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Full Size$42.00
Flourish Volumizing Styler
- $42.00
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One Size$32.00
Flourish MANTA Healthy Hair Brush
- $32.00
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Full Size$74.00
Healthy Hair Growth Duo
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$92.00 $74.00 (20% off)
Treatments
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Full Size$42.00
Travel Size$21.00
Split End Serum
- $21.00
- $42.00
MENDS BREAKAGE
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Full Size$42.00
Travel Size$21.00
Un-Frizz Cream
- $21.00
- $42.00
SMOOTHS HAIR & ANTI-HUMIDITY
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Full Size$44.00
Healing Oil
- $44.00
DAILY MOISTURE & SHINE
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Pro Size$68.00
Full Size$32.00
Restorative Treatment Mask
- $15.00
- $68.00
WEEKLY HAIR REHABILITATION
Stylers
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Full Size$44.00
Frizz Block™ Smoothing Spray
- $44.00
72-HOUR FRIZZ PREVENTION
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Full Size$38.00
Travel Size$19.00
6-in-1 Style Guard Hairspray
- $19.00
- $38.00
NEW! MULTITASKING HAIR SPRAY
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Full Size$38.00
Curl-Defining Gel
- $38.00
SILKY, NON-CRUNCHY FORMULA
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Full Size$44.00
Curl Leave-In Butter
- $44.00
NOURISHES & DEFINES
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Full Size$38.00
Curl-Defining Whip
- $38.00
NEW! FOR ALL CURL TYPES
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Full Size$38.00
6-in-1 Styling Paste
- $38.00
NON-STICKY FORMULA
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Full Size$34.00
Travel Size$19.00
6-in-1 Styler
- $19.00
- $34.00
LIGHTWEIGHT STYLING CREAM
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Full Size$38.00
Travel Size$19.00
Texturizing Spray
- $19.00
- $38.00
TOUCHABLE, NON-STICKY FORMULA
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Full Size$38.00
Volumizing Mousse
- $38.00
NON-STICKY VOLUMIZER
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Full Size$38.00
Volumizing Primer
- $38.00
UNIVERSAL HAIR PRIMER
Refresh
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Full Size$48.00
Exfoliating Scalp Treatment
- $15.00
- $48.00
NOURISHING SCALP SCRUB
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Full Size$56.00
Topical Scalp Supplement
- $56.00
OVERNIGHT SCALP SERUM
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Full Size$30.00
Purifying Shampoo
- $30.00
WEEKLY HAIR DETOX
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Full Size$32.00
Leave-In Conditioner
- $32.00
DETANGLES & NOURISHES
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Full Size$34.00
Travel Size$17.00
Refresh Dry Shampoo
- $17.00
- $34.00
LIGHTWEIGHT, NO BUILDUP
Curated Collections for 2022
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Package$109.80
Jennifer Garner Summer Must-Haves
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$122.00 $109.80 (10% off)
6-in-1 Style Trio
- Out of Stock
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Full Size$121.60
Jennifer Garner's Favorites
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$152.00 $121.60 (20% off)
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Full Size$74.00
Healthy Hair Growth Duo
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$92.00 $74.00 (20% off)
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Full Size$121.99
Virtue Essentials Collection
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$152.00 $121.99 (20% off)
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Full Size$93.60
Scalp Treatment Kit
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$104.00 $93.60 (10% off)
What's New
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Full Size$44.00
Frizz Block™ Smoothing Spray
- $44.00
72-HOUR FRIZZ PREVENTION
Quick Add
Full Size$38.00
Travel Size$19.00
6-in-1 Style Guard Hairspray
- $19.00
- $38.00
NEW! MULTITASKING HAIR SPRAY
Quick Add
Full Size$38.00
6-in-1 Styling Paste
- $38.00
NON-STICKY FORMULA
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Full Size$44.00
Curl Leave-In Butter
- $44.00
NOURISHES & DEFINES
Quick Add
Full Size$38.00
Curl-Defining Gel
- $38.00
SILKY, NON-CRUNCHY FORMULA
Anti-Frizz
Quick Add
Full Size$44.00
Frizz Block™ Smoothing Spray
- $44.00
72-HOUR FRIZZ PREVENTION
Quick Add
Pro Size$74.00
Full Size$40.00
Smooth Shampoo
- $16.00
- $74.00
ELIMINATES FRIZZ
Quick Add
Pro Size$88.00
Full Size$42.00
Travel Size$17.00
Smooth Conditioner
- $17.00
- $88.00
ELIMINATES FRIZZ
Quick Add
Pro Size$68.00
Full Size$32.00
Restorative Treatment Mask
- $15.00
- $68.00
WEEKLY HAIR REHABILITATION
Quick Add
Full Size$42.00
Travel Size$21.00
Un-Frizz Cream
- $21.00
- $42.00
SMOOTHS HAIR & ANTI-HUMIDITY
Quick Add
Full Size$32.00
Leave-In Conditioner
- $32.00
DETANGLES & NOURISHES
Damage Repair
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Full Size$44.00
Healing Oil
- $44.00
DAILY MOISTURE & SHINE
Quick Add
Pro Size$74.00
Full Size$40.00
Recovery Shampoo
- $16.00
- $74.00
REPAIRS DAMAGED HAIR
Quick Add
Pro Size$88.00
Full Size$42.00
Travel Size$17.00
Recovery Conditioner
- $17.00
- $88.00
REPAIRS DAMAGED HAIR
Quick Add
Pro Size$68.00
Full Size$32.00
Restorative Treatment Mask
- $15.00
- $68.00
WEEKLY HAIR REHABILITATION
Quick Add
Full Size$42.00
Travel Size$21.00
Split End Serum
- $21.00
- $42.00
MENDS BREAKAGE
Volumizing & Thickening
Quick Add
Pro Size$74.00
Full Size$40.00
Travel Size$16.00
Full Shampoo
- $16.00
- $74.00
THICKENS & VOLUMIZES
Quick Add
Pro Size$88.00
Full Size$42.00
Full Conditioner
- $17.00
- $88.00
LIGHTWEIGHT HYDRATION
Quick Add
Full Size$38.00
Volumizing Mousse
- $38.00
NON-STICKY VOLUMIZER
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Full Size$38.00
Volumizing Primer
- $38.00
UNIVERSAL HAIR PRIMER
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Full Size$38.00
Travel Size$19.00
Texturizing Spray
- $19.00
- $38.00
TOUCHABLE, NON-STICKY FORMULA
OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE. VEGAN.