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The most scientifically advanced hair care ever made.

Before Virtue® became synonymous with healing and strengthening damaged hair, it was used to mend the wounded skin of battlefield soldiers. Our main ingredient, Alpha Keratin 60ku®, was discovered by a retired US Army Colonel working in biotech, transforming lives. Now we're transforming hair.

Meet the hair care products clinically proven to deliver results like you’ve never seen (or felt) before.

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.

Free Full-Size Restorative Treatment Mask with any Flourish purchase $100+Free Full-Size Restorative Treatment Mask with any Flourish purchase $100+
25% off when you Buy with Amazon Prime25% off when you Buy with Amazon Prime

Hair Care

Recovery Shampoo
Quick Add
Pro Size$78.00
Full Size$42.00
Travel Size$17.00

Recovery Shampoo

  • $17.00
  • $78.00
Recovery Conditioner
Quick Add
Pro Size$90.00
Full Size$44.00
Travel Size$18.00

Recovery Conditioner

  • $18.00
  • $90.00
Full Shampoo
Quick Add
Pro Size$78.00
Full Size$42.00
Travel Size$17.00

Full Shampoo

  • $17.00
  • $78.00
Full Conditioner
Quick Add
Pro Size$90.00
Full Size$44.00
Travel Size$18.00

Full Conditioner

  • $18.00
  • $90.00
Smooth Shampoo
Quick Add
Pro Size$78.00
Full Size$42.00
Travel Size$17.00

Smooth Shampoo

  • $17.00
  • $78.00
Smooth Conditioner
Quick Add
Pro Size$90.00
Full Size$44.00
Travel Size$18.00

Smooth Conditioner

  • $18.00
  • $90.00
ColorKick® De-Brassing Shampoo
Quick Add
Full Size$44.00

ColorKick® De-Brassing Shampoo

  • $44.00
Curl Shampoo
Quick Add
Pro Size$78.00
Full Size$42.00
Travel Size$17.00

Curl Shampoo

  • $17.00
  • $78.00
Curl Conditioner
Quick Add
Pro Size$90.00
Full Size$44.00
Travel Size$18.00

Curl Conditioner

  • $18.00
  • $90.00

Growth

Brow & Hair Booster
Quick Add
Full Size$130.00

Brow & Hair Booster

  • $130.00
Thicken & Hydrate Duo
Quick Add
Full Size$120.00

Thicken & Hydrate Duo

  • $120.00
Flourish Brow Density Booster
Quick Add
Full Size$80.00

Flourish Brow Density Booster

  • $80.00
Flourish Mask for Thinning Hair
Quick Add
Full Size$70.00
Mini Deluxe$16.00

Flourish Mask for Thinning Hair

  • $16.00
  • $70.00
Hair Rejuvenation Treatment (Drug Free)
Quick Add
3 Month$126.00
1 Month$65.00

Hair Rejuvenation Treatment (Drug Free)

  • $65.00
  • $126.00
Hair Growth Treatment (Minoxidil 5%)
Quick Add
3 Month$134.00
1 Month$65.00

Hair Growth Treatment (Minoxidil 5%)

  • $65.00
  • $134.00
Flourish Shampoo for Thinning Hair
Quick Add
Full Size$44.00
Travel Size$18.00

Flourish Shampoo for Thinning Hair

  • $18.00
  • $44.00
Flourish Conditioner for Thinning Hair
Quick Add
Full Size$46.00
Travel Size$20.00

Flourish Conditioner for Thinning Hair

  • $20.00
  • $46.00
Flourish Density Booster
Quick Add
full size
Add To CartAdd To Cart$50.00
Subscribe & SaveCurrently subscribed$40.00
Travel Size$28.00

Flourish Density Booster

  • $28.00
  • $50.00
Women's 5% Minoxidil Foam
Quick Add
Travel Size$30.00

Women's 5% Minoxidil Foam

  • $30.00
Flourish Volumizing Styler
Quick Add
Full Size$42.00

Flourish Volumizing Styler

  • $42.00
MANTA® Healthy Hair Brush for Flourish®
Quick Add
One Size$36.00

MANTA® Healthy Hair Brush for Flourish®

  • $36.00

Treatments

ColorKick® Illuminating Mask
Quick Add
Full Size$70.00

ColorKick® Illuminating Mask

  • $70.00
Leave-In Conditioner
Quick Add
Full Size$34.00

Leave-In Conditioner

  • $34.00
Healing Oil
Quick Add
Full Size$45.00
Travel Size$26.00

Healing Oil

  • $26.00
  • $45.00
Un-Frizz Cream
Quick Add
Full Size$44.00
Travel Size$22.00

Un-Frizz Cream

  • $22.00
  • $44.00
Un-Frizz Cream
Quick Add

Un-Frizz Cream

  • $22.00
Split End Serum
Quick Add
Full Size$42.00

Split End Serum

  • $42.00
Restorative Treatment Mask
Quick Add
Pro Size$70.00
Full Size$34.00
Mini Deluxe$16.00

Restorative Treatment Mask

  • $16.00
  • $70.00

Stylers

6-in-1 Styler
Quick Add
Full Size$36.00
Travel Size$20.00

6-in-1 Styler

  • $20.00
  • $36.00
Frizz Block™ Smoothing Spray
Quick Add
Full Size$46.00

Frizz Block™ Smoothing Spray

  • $46.00
6-in-1 Style Guard Hairspray
Quick Add
Travel Size$20.00

6-in-1 Style Guard Hairspray

  • $20.00
  • $40.00
Curl-Defining Gel
Quick Add
Full Size$40.00

Curl-Defining Gel

  • $40.00
Curl Leave-In Butter
Quick Add
Full Size$46.00

Curl Leave-In Butter

  • $46.00
Curl-Defining Whip
Quick Add
Full Size$40.00

Curl-Defining Whip

  • $40.00
6-in-1 Styling Paste
Quick Add
Full Size$40.00

6-in-1 Styling Paste

  • $40.00
Texturizing Spray
Quick Add
Full Size$40.00

Texturizing Spray

  • $40.00
Volumizing Mousse
Out of Stock
Out of Stock

Volumizing Mousse

  • Out of Stock
Volumizing Primer
Quick Add
Full Size$40.00

Volumizing Primer

  • $40.00

Refresh

Exfoliating Scalp Treatment
Quick Add
Full Size$50.00

Exfoliating Scalp Treatment

  • $16.00
  • $50.00
Topical Scalp Supplement
Quick Add
Full Size$58.00

Topical Scalp Supplement

  • $58.00
Purifying Shampoo
Quick Add
Full Size$32.00

Purifying Shampoo

  • $32.00
Leave-In Conditioner
Quick Add
Full Size$34.00

Leave-In Conditioner

  • $34.00
Refresh Dry Shampoo
Quick Add
Full Size$36.00
Travel Size$18.00

Refresh Dry Shampoo

  • $18.00
  • $36.00

Curated Collections for 2023

ColorKick® Extended Vibrancy Duo
Quick Add
Full Size$114.00

ColorKick® Extended Vibrancy Duo

  • $114.00
Jennifer Garner’s Air-Dry Essentials
Quick Add
Full Size$70.00

Jennifer Garner’s Air-Dry Essentials

  • $70.00
Thicken & Hydrate Duo
Quick Add
Full Size$120.00

Thicken & Hydrate Duo

  • $120.00
Brow & Hair Booster
Quick Add
Full Size$130.00

Brow & Hair Booster

  • $130.00
Hair Rejuvenation Treatment (Drug Free)
Quick Add
3 Month$126.00
1 Month$65.00

Hair Rejuvenation Treatment (Drug Free)

  • $65.00
  • $126.00
Hair Growth Treatment (Minoxidil 5%)
Quick Add
3 Month$134.00
1 Month$65.00

Hair Growth Treatment (Minoxidil 5%)

  • $65.00
  • $134.00
Jennifer Garner's Favorites
Quick Add
Full Size$167.00

Jennifer Garner's Favorites

  • $167.00
Smooth Fusion Duo
Quick Add
Full Size$90.00

Smooth Fusion Duo

  • $90.00
Detox + Restore Duo
Quick Add
Full Size$102.00

Detox + Restore Duo

  • $102.00
Touchable Texture Duo
Quick Add
Full Size$74.00

Touchable Texture Duo

  • $74.00
Reset & Revive Duo
Quick Add
Full Size$81.00

Reset & Revive Duo

  • $81.00
6-in-1 Style Trio
Quick Add
Travel Size$76.00

6-in-1 Style Trio

  • $76.00

What's New

ColorKick® Illuminating Mask
Quick Add
Full Size$70.00

ColorKick® Illuminating Mask

  • $70.00
Flourish Mask for Thinning Hair
Quick Add
Full Size$70.00
Mini Deluxe$16.00

Flourish Mask for Thinning Hair

  • $16.00
  • $70.00
Smooth Fusion Duo
Quick Add
Full Size$90.00

Smooth Fusion Duo

  • $90.00
Frizz Block™ Smoothing Spray
Quick Add
Full Size$46.00

Frizz Block™ Smoothing Spray

  • $46.00
6-in-1 Style Guard Hairspray
Quick Add
Travel Size$20.00

6-in-1 Style Guard Hairspray

  • $20.00
  • $40.00
6-in-1 Styling Paste
Quick Add
Full Size$40.00

6-in-1 Styling Paste

  • $40.00
Curl Leave-In Butter
Quick Add
Full Size$46.00

Curl Leave-In Butter

  • $46.00
Curl-Defining Gel
Quick Add
Full Size$40.00

Curl-Defining Gel

  • $40.00
Flourish Brow Density Booster
Quick Add
Full Size$80.00

Flourish Brow Density Booster

  • $80.00

 

The Virtue Diagnostic
Find the right products for your unique hair type
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OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE. VEGAN.

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