20% Off Orders $100+20% Off Orders $100+

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 travel size Density BoosterFree travel size Density Booster

Hair Care

ColorKick® De-Brassing Shampoo
Quick Add
Full Size$42.00

ColorKick® De-Brassing Shampoo

    • $42.00
    NEW!
    Recovery Shampoo
    Quick Add
    Pro Size$74.00
    Full Size$38.00
    Travel Size$15.00

    Recovery Shampoo

      • $15.00
      • $74.00
      REPAIRS DAMAGED HAIR
      Recovery Conditioner
      Quick Add
      Pro Size$88.00
      Full Size$40.00
      Travel Size$16.00

      Recovery Conditioner

        • $16.00
        • $88.00
        REPAIRS DAMAGED HAIR
        Smooth Shampoo
        Quick Add
        Pro Size$74.00
        Full Size$38.00
        Travel Size$15.00

        Smooth Shampoo

          • $15.00
          • $74.00
          ELIMINATES FRIZZ
          Smooth Conditioner
          Quick Add
          Pro Size$88.00
          Full Size$40.00
          Travel Size$16.00

          Smooth Conditioner

            • $16.00
            • $88.00
            ELIMINATES FRIZZ
            Full Shampoo
            Quick Add
            Pro Size$74.00
            Full Size$38.00
            Travel Size$15.00

            Full Shampoo

              • $15.00
              • $74.00
              THICKENS & VOLUMIZES
              Full Conditioner
              Quick Add
              Pro Size$88.00
              Full Size$40.00

              Full Conditioner

                • $16.00
                • $88.00
                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

                    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 Shampoo for Thinning Hair
                        Quick Add
                        Full Size$42.00
                        Travel Size$17.00

                        Flourish Shampoo for Thinning Hair

                          • $17.00
                          • $42.00
                          Flourish Conditioner for Thinning Hair
                          Quick Add
                          Full Size$44.00
                          Travel Size$18.00

                          Flourish Conditioner for Thinning Hair

                            • $18.00
                            • $44.00
                            Flourish Density Booster
                            Quick Add
                            Full Size$48.00
                            Travel Size$26.00

                            Flourish Density Booster

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

                              Women's 5% Minoxidil Foam

                                • $28.00
                                • $54.00
                                Flourish Volumizing Styler
                                Out of Stock
                                Out of Stock

                                Flourish Volumizing Styler

                                  • Out of Stock
                                  Flourish MANTA Healthy Hair Brush
                                  Quick Add
                                  One Size$32.00

                                  Flourish MANTA Healthy Hair Brush

                                    • $32.00

                                    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
                                          Mini Deluxe$14.00

                                          Restorative Treatment Mask

                                            • $14.00
                                            • $66.00
                                            WEEKLY HAIR REHABILITATION

                                            Refresh

                                            Exfoliating Scalp Treatment
                                            Quick Add
                                            Full Size$48.00
                                            Mini Deluxe$14.00

                                            Exfoliating Scalp Treatment

                                              • $14.00
                                              • $48.00
                                              NOURISHING SCALP SCRUB
                                              Topical Scalp Supplement
                                              Quick Add
                                              Full Size$56.00

                                              Topical Scalp Supplement

                                                • $56.00
                                                OVERNIGHT SCALP SERUM
                                                Purifying Shampoo
                                                Quick Add
                                                Full Size$28.00

                                                Purifying Shampoo

                                                  • $28.00
                                                  WEEKLY HAIR DETOX
                                                  Leave-In Conditioner
                                                  Quick Add
                                                  Full Size$32.00

                                                  Leave-In Conditioner

                                                    • $32.00
                                                    DETANGLES & NOURISHES
                                                    Refresh Dry Shampoo
                                                    Quick Add
                                                    Travel Size$16.00

                                                    Refresh Dry Shampoo

                                                      • $16.00
                                                      • $32.00
                                                      LIGHTWEIGHT, NO BUILDUP

                                                      Stylers

                                                      6-in-1 Styler
                                                      Quick Add
                                                      Full Size$34.00
                                                      Travel Size$18.00

                                                      6-in-1 Styler

                                                        • $18.00
                                                        • $34.00
                                                        LIGHTWEIGHT STYLING CREAM
                                                        Texturizing Spray
                                                        Quick Add
                                                        Full Size$36.00
                                                        Travel Size$18.00

                                                        Texturizing Spray

                                                          • $18.00
                                                          • $36.00
                                                          TOUCHABLE, NON-STICKY FORMULA
                                                          Curl-Defining Whip
                                                          Quick Add
                                                          Full Size$36.00

                                                          Curl-Defining Whip

                                                            • $36.00
                                                            NEW! FOR ALL CURL TYPES
                                                            Volumizing Mousse
                                                            Quick Add
                                                            Full Size$36.00

                                                            Volumizing Mousse

                                                              • $36.00
                                                              NON-STICKY VOLUMIZER
                                                              Volumizing Primer
                                                              Quick Add
                                                              Full Size$36.00

                                                              Volumizing Primer

                                                                • $36.00
                                                                UNIVERSAL HAIR PRIMER
                                                                Moisture-Defining Whip
                                                                Quick Add
                                                                Travel Size$5.00

                                                                Moisture-Defining Whip

                                                                  • $5.00
                                                                  • $36.00
                                                                  HYDRATES & DEFINES

                                                                  Curated Collections for 2021

                                                                  Damage Repair Duo
                                                                  Quick Add

                                                                  Damage Repair Duo

                                                                    • $25.00
                                                                    Mini Hair Care Sampler
                                                                    Quick Add
                                                                    Package $24.00

                                                                    Mini Hair Care Sampler

                                                                      • $70.00 $24.00 (66% off)
                                                                      Scalp Treatment Kit
                                                                      Quick Add
                                                                      Full Size $90.00

                                                                      Scalp Treatment Kit

                                                                        • $104.00 $90.00 (13% off)
                                                                        Hair & Scalp Treatment Minis
                                                                        Quick Add

                                                                        Hair & Scalp Treatment Minis

                                                                          • $25.00
                                                                          Air Dry Essentials Kit
                                                                          Out of Stock

                                                                          Air Dry Essentials Kit

                                                                            • Out of Stock
                                                                            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)

                                                                                Anti-Frizz

                                                                                Smooth Shampoo
                                                                                Quick Add
                                                                                Pro Size$74.00
                                                                                Full Size$38.00
                                                                                Travel Size$15.00

                                                                                Smooth Shampoo

                                                                                  • $15.00
                                                                                  • $74.00
                                                                                  ELIMINATES FRIZZ
                                                                                  Smooth Conditioner
                                                                                  Quick Add
                                                                                  Pro Size$88.00
                                                                                  Full Size$40.00
                                                                                  Travel Size$16.00

                                                                                  Smooth Conditioner

                                                                                    • $16.00
                                                                                    • $88.00
                                                                                    ELIMINATES FRIZZ
                                                                                    Restorative Treatment Mask
                                                                                    Quick Add
                                                                                    Pro Size$66.00
                                                                                    Mini Deluxe$14.00

                                                                                    Restorative Treatment Mask

                                                                                      • $14.00
                                                                                      • $66.00
                                                                                      WEEKLY HAIR REHABILITATION
                                                                                      Un-Frizz Cream
                                                                                      Quick Add
                                                                                      Full Size$40.00
                                                                                      Travel Size$20.00

                                                                                      Un-Frizz Cream

                                                                                        • $20.00
                                                                                        • $40.00
                                                                                        SMOOTHS HAIR & ANTI-HUMIDITY
                                                                                        Leave-In Conditioner
                                                                                        Quick Add
                                                                                        Full Size$32.00

                                                                                        Leave-In Conditioner

                                                                                          • $32.00
                                                                                          DETANGLES & NOURISHES

                                                                                          Damage Repair

                                                                                          Healing Oil
                                                                                          Quick Add
                                                                                          Full Size$42.00

                                                                                          Healing Oil

                                                                                            • $42.00
                                                                                            DAILY MOISTURE & SHINE
                                                                                            Recovery Shampoo
                                                                                            Quick Add
                                                                                            Pro Size$74.00
                                                                                            Full Size$38.00
                                                                                            Travel Size$15.00

                                                                                            Recovery Shampoo

                                                                                              • $15.00
                                                                                              • $74.00
                                                                                              REPAIRS DAMAGED HAIR
                                                                                              Recovery Conditioner
                                                                                              Quick Add
                                                                                              Pro Size$88.00
                                                                                              Full Size$40.00
                                                                                              Travel Size$16.00

                                                                                              Recovery Conditioner

                                                                                                • $16.00
                                                                                                • $88.00
                                                                                                REPAIRS DAMAGED HAIR
                                                                                                Restorative Treatment Mask
                                                                                                Quick Add
                                                                                                Pro Size$66.00
                                                                                                Mini Deluxe$14.00

                                                                                                Restorative Treatment Mask

                                                                                                  • $14.00
                                                                                                  • $66.00
                                                                                                  WEEKLY HAIR REHABILITATION
                                                                                                  Split End Serum
                                                                                                  Quick Add
                                                                                                  Full Size$40.00
                                                                                                  Travel Size$20.00

                                                                                                  Split End Serum

                                                                                                    • $20.00
                                                                                                    • $40.00
                                                                                                    MENDS BREAKAGE

                                                                                                    Volumizing & Thickening

                                                                                                    Full Shampoo
                                                                                                    Quick Add
                                                                                                    Pro Size$74.00
                                                                                                    Full Size$38.00
                                                                                                    Travel Size$15.00

                                                                                                    Full Shampoo

                                                                                                      • $15.00
                                                                                                      • $74.00
                                                                                                      THICKENS & VOLUMIZES
                                                                                                      Full Conditioner
                                                                                                      Quick Add
                                                                                                      Pro Size$88.00
                                                                                                      Full Size$40.00

                                                                                                      Full Conditioner

                                                                                                        • $16.00
                                                                                                        • $88.00
                                                                                                        LIGHTWEIGHT HYDRATION
                                                                                                        Volumizing Mousse
                                                                                                        Quick Add
                                                                                                        Full Size$36.00

                                                                                                        Volumizing Mousse

                                                                                                          • $36.00
                                                                                                          NON-STICKY VOLUMIZER
                                                                                                          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

                                                                                                               

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