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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
              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
                  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.

                    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

                        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
                                                    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
                                                          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!
                                                              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
                                                                          6-in-1 Styler
                                                                          Quick Add

                                                                          6-in-1 Styler

                                                                            • $18.00
                                                                            Texturizing Spray
                                                                            Quick Add

                                                                            Texturizing Spray

                                                                              • $18.00

                                                                              Curated Collections for 2019

                                                                              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 $55.00

                                                                              Hair Repair Duo

                                                                                • $70.00 $55.00 (21% off)
                                                                                Deep Recovery Full-Size Collection
                                                                                Quick Add
                                                                                Full Size $93.50

                                                                                Adir Abergel's Repair & Style Collection

                                                                                  • $110.00 $93.50 (15% off)

                                                                                  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