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

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

                  Growth

                  Flourish Shampoo for Thinning Hair
                  Quick Add
                  Full Size$42.00
                  Travel Size$17.50

                  Flourish Shampoo for Thinning Hair

                    • $17.50
                    • $42.00
                    Flourish Conditioner for Thinning Hair
                    Quick Add
                    Full Size$44.00
                    Travel Size$17.50

                    Flourish Conditioner for Thinning Hair

                      • $17.50
                      • $44.00
                      Flourish Density Booster
                      Quick Add
                      Full Size$48.00
                      Travel Size$26.00

                      Flourish Density Booster

                        • $26.00
                        • $48.00
                        Women's 5% Minoxidil Foam
                        Quick Add
                        Full Size$54.00
                        Travel Size$28.00

                        Women's 5% Minoxidil Foam

                          • $28.00
                          • $54.00
                          Hair Rejuvenation Treatment (drug-free)
                          Quick Add
                          3 Month$134.00
                          1 Month$55.00

                          Hair Rejuvenation Treatment (drug-free)

                            • $55.00
                            • $134.00
                            Hair Growth Treatment (Minoxidil 5%)
                            Quick Add
                            3 Month$134.00
                            1 Month$55.00

                            Hair Growth Treatment (Minoxidil 5%)

                              • $55.00
                              • $134.00
                              Flourish Volumizing Styler
                              Quick Add
                              Full Size$42.00

                              Flourish Volumizing Styler

                                • $42.00

                                Treatments

                                Split End Serum
                                Quick Add
                                Full Size$40.00
                                Travel Size$20.00

                                Split End Serum

                                  • $20.00
                                  • $40.00
                                  MENDS BREAKAGE
                                  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
                                      DAILY MOISTURE & SHINE
                                      Restorative Treatment Mask
                                      Quick Add
                                      Pro Size$66.00
                                      Full Size$30.00

                                      Restorative Treatment Mask

                                        • $30.00
                                        • $66.00
                                        WEEKLY HAIR REHABILITATION

                                        Stylers

                                        Shaping Spray
                                        Quick Add
                                        Travel Size$18.00

                                        Shaping Spray

                                          • $18.00
                                          LIGHTWEIGHT HOLD
                                          Volumizing Mousse
                                          Quick Add
                                          Full Size$36.00

                                          Volumizing Mousse

                                            • $36.00
                                            NON-STICKY VOLUMIZER
                                            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
                                                      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

                                                        Scalp Treatment Kit
                                                        Quick Add
                                                        Full Size$90.00

                                                        Scalp Treatment Kit

                                                          • $90.00
                                                          Curl Care Trio
                                                          Quick Add
                                                          Full Size $95.00

                                                          Curl Care Trio

                                                            • $114.00 $95.00 (17% off)
                                                            Heal & Shine Duo
                                                            Quick Add
                                                            Full Size $69.07

                                                            Heal & Shine Duo

                                                              • $74.00 $69.07 (7% off)
                                                              Jennifer Garner's Favorites
                                                              Quick Add
                                                              Full Size $120.00

                                                              Jennifer Garner's Favorites

                                                                • $152.00 $120.00 (21% off)
                                                                Hair & Scalp Reset Duo
                                                                Quick Add

                                                                Hair & Scalp Reset Duo

                                                                  • $25.00

                                                                  Anti-Frizz

                                                                  Un-Frizz Cream
                                                                  Quick Add

                                                                  Un-Frizz Cream

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

                                                                    Smooth Conditioner

                                                                      • $40.00
                                                                      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

                                                                          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
                                                                            Restorative Treatment Mask
                                                                            Quick Add

                                                                            Restorative Treatment Mask

                                                                              • $30.00
                                                                              LIGHTWEIGHT NOURISHMENT
                                                                              Split End Serum
                                                                              Quick Add

                                                                              Split End Serum

                                                                                • $40.00
                                                                                MENDS BREAKAGE

                                                                                Volumizing & Thickening

                                                                                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
                                                                                      NON-STICKY VOLUMIZER

                                                                                       

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