No other hair care repairs damage like we do.

Our biotech-engineered protein is like a GPS for hair. It seeks out damage on every strand and refills the areas where keratin has been lost due to everyday styling, UV damage, and color and chemical processing. 

Because Alpha Keratin 60ku® is made from human hair, our hair recognizes it as its own. Strands that had splits and cracks are now whole, leading to reinforced strength, greater shine, and added resilience.

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+
Get a Free Travel Size Un-Frizz Cream with your Frizz Block™ purchaseGet a Free Travel Size Un-Frizz Cream with your Frizz Block™ purchase
Free Clear Virtue Bag With Orders $80+Free Clear Virtue Bag With Orders $80+

Hair Care

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

ColorKick® De-Brassing Shampoo

    • $42.00
    NEW!
    Curl Shampoo
    Quick Add
    Pro Size$74.00
    Full Size$40.00
    Travel Size$16.00

    Curl Shampoo

      • $16.00
      • $74.00
      Curl Conditioner
      Quick Add
      Pro Size$88.00
      Full Size$42.00
      Travel Size$17.00

      Curl Conditioner

        • $17.00
        • $88.00
        Recovery Shampoo
        Quick Add
        Pro Size$74.00
        Full Size$40.00

        Recovery Shampoo

          • $16.00
          • $74.00
          REPAIRS DAMAGED HAIR
          Recovery Conditioner
          Quick Add
          Pro Size$88.00
          Full Size$42.00
          Travel Size$17.00

          Recovery Conditioner

            • $17.00
            • $88.00
            REPAIRS DAMAGED HAIR
            Smooth Shampoo
            Quick Add
            Pro Size$74.00
            Full Size$40.00

            Smooth Shampoo

              • $16.00
              • $74.00
              ELIMINATES FRIZZ
              Smooth Conditioner
              Quick Add
              Pro Size$88.00
              Full Size$42.00
              Travel Size$17.00

              Smooth Conditioner

                • $17.00
                • $88.00
                ELIMINATES FRIZZ
                Full Shampoo
                Quick Add
                Pro Size$74.00
                Full Size$40.00
                Travel Size$16.00

                Full Shampoo

                  • $16.00
                  • $74.00
                  THICKENS & VOLUMIZES
                  Full Conditioner
                  Quick Add
                  Pro Size$88.00
                  Full Size$42.00

                  Full Conditioner

                    • $17.00
                    • $88.00
                    LIGHTWEIGHT HYDRATION

                    Growth

                    Flourish Mask for Thinning Hair
                    Quick Add
                    Full Size$70.00

                    Flourish Mask for Thinning Hair

                      • $70.00
                      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 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
                                OVERNIGHT GROWTH SPRAY
                                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
                                  Quick Add
                                  Full Size$42.00

                                  Flourish Volumizing Styler

                                    • $42.00
                                    Flourish MANTA Healthy Hair Brush
                                    Quick Add
                                    One Size$32.00

                                    Flourish MANTA Healthy Hair Brush

                                      • $32.00
                                      Healthy Hair Growth Duo
                                      Quick Add
                                      Full Size$74.00

                                      Healthy Hair Growth Duo

                                        • $92.00 $74.00 (20% off)

                                        Treatments

                                        Split End Serum
                                        Quick Add
                                        Full Size$42.00
                                        Travel Size$21.00

                                        Split End Serum

                                          • $21.00
                                          • $42.00
                                          MENDS BREAKAGE
                                          Un-Frizz Cream
                                          Quick Add
                                          Full Size$42.00
                                          Travel Size$21.00

                                          Un-Frizz Cream

                                            • $21.00
                                            • $42.00
                                            SMOOTHS HAIR & ANTI-HUMIDITY
                                            Healing Oil
                                            Quick Add
                                            Full Size$44.00

                                            Healing Oil

                                              • $44.00
                                              DAILY MOISTURE & SHINE
                                              Restorative Treatment Mask
                                              Quick Add
                                              Pro Size$68.00
                                              Full Size$32.00

                                              Restorative Treatment Mask

                                                • $15.00
                                                • $68.00
                                                WEEKLY HAIR REHABILITATION

                                                Stylers

                                                Frizz Block™ Smoothing Spray
                                                Quick Add
                                                Full Size$44.00

                                                Frizz Block™ Smoothing Spray

                                                  • $44.00
                                                  72-HOUR FRIZZ PREVENTION
                                                  6-in-1 Style Guard Hairspray
                                                  Quick Add
                                                  Full Size$38.00
                                                  Travel Size$19.00

                                                  6-in-1 Style Guard Hairspray

                                                    • $19.00
                                                    • $38.00
                                                    NEW! MULTITASKING HAIR SPRAY
                                                    Curl-Defining Gel
                                                    Quick Add
                                                    Full Size$38.00

                                                    Curl-Defining Gel

                                                      • $38.00
                                                      SILKY, NON-CRUNCHY FORMULA
                                                      Curl Leave-In Butter
                                                      Quick Add
                                                      Full Size$44.00

                                                      Curl Leave-In Butter

                                                        • $44.00
                                                        NOURISHES & DEFINES
                                                        Curl-Defining Whip
                                                        Quick Add
                                                        Full Size$38.00

                                                        Curl-Defining Whip

                                                          • $38.00
                                                          NEW! FOR ALL CURL TYPES
                                                          6-in-1 Styling Paste
                                                          Quick Add
                                                          Full Size$38.00

                                                          6-in-1 Styling Paste

                                                            • $38.00
                                                            NON-STICKY FORMULA
                                                            6-in-1 Styler
                                                            Quick Add
                                                            Full Size$34.00
                                                            Travel Size$19.00

                                                            6-in-1 Styler

                                                              • $19.00
                                                              • $34.00
                                                              LIGHTWEIGHT STYLING CREAM
                                                              Texturizing Spray
                                                              Quick Add
                                                              Full Size$38.00
                                                              Travel Size$19.00

                                                              Texturizing Spray

                                                                • $19.00
                                                                • $38.00
                                                                TOUCHABLE, NON-STICKY FORMULA
                                                                Volumizing Mousse
                                                                Quick Add
                                                                Full Size$38.00

                                                                Volumizing Mousse

                                                                  • $38.00
                                                                  NON-STICKY VOLUMIZER
                                                                  Volumizing Primer
                                                                  Quick Add
                                                                  Full Size$38.00

                                                                  Volumizing Primer

                                                                    • $38.00
                                                                    UNIVERSAL HAIR PRIMER

                                                                    Refresh

                                                                    Exfoliating Scalp Treatment
                                                                    Quick Add
                                                                    Full Size$48.00

                                                                    Exfoliating Scalp Treatment

                                                                      • $15.00
                                                                      • $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$30.00

                                                                        Purifying Shampoo

                                                                          • $30.00
                                                                          WEEKLY HAIR DETOX
                                                                          Leave-In Conditioner
                                                                          Quick Add
                                                                          Full Size$32.00

                                                                          Leave-In Conditioner

                                                                            • $32.00
                                                                            DETANGLES & NOURISHES
                                                                            Refresh Dry Shampoo
                                                                            Quick Add
                                                                            Full Size$34.00
                                                                            Travel Size$17.00

                                                                            Refresh Dry Shampoo

                                                                              • $17.00
                                                                              • $34.00
                                                                              LIGHTWEIGHT, NO BUILDUP

                                                                              Curated Collections for 2022

                                                                              Jennifer Garner Summer Must-Haves
                                                                              Quick Add
                                                                              Package$109.80

                                                                              Jennifer Garner Summer Must-Haves

                                                                                • $122.00 $109.80 (10% off)
                                                                                6-in-1 Style Trio
                                                                                Out of Stock

                                                                                6-in-1 Style Trio

                                                                                  • Out of Stock
                                                                                  Jennifer Garner's Favorites
                                                                                  Quick Add
                                                                                  Full Size$121.60

                                                                                  Jennifer Garner's Favorites

                                                                                    • $152.00 $121.60 (20% off)
                                                                                    Healthy Hair Growth Duo
                                                                                    Quick Add
                                                                                    Full Size$74.00

                                                                                    Healthy Hair Growth Duo

                                                                                      • $92.00 $74.00 (20% off)
                                                                                      Virtue Essentials Collection
                                                                                      Quick Add
                                                                                      Full Size$121.99

                                                                                      Virtue Essentials Collection

                                                                                        • $152.00 $121.99 (20% off)
                                                                                        Scalp Treatment Kit
                                                                                        Quick Add
                                                                                        Full Size$93.60

                                                                                        Scalp Treatment Kit

                                                                                          • $104.00 $93.60 (10% off)

                                                                                          What's New

                                                                                          Frizz Block™ Smoothing Spray
                                                                                          Quick Add
                                                                                          Full Size$44.00

                                                                                          Frizz Block™ Smoothing Spray

                                                                                            • $44.00
                                                                                            72-HOUR FRIZZ PREVENTION
                                                                                            6-in-1 Style Guard Hairspray
                                                                                            Quick Add
                                                                                            Full Size$38.00
                                                                                            Travel Size$19.00

                                                                                            6-in-1 Style Guard Hairspray

                                                                                              • $19.00
                                                                                              • $38.00
                                                                                              NEW! MULTITASKING HAIR SPRAY
                                                                                              6-in-1 Styling Paste
                                                                                              Quick Add
                                                                                              Full Size$38.00

                                                                                              6-in-1 Styling Paste

                                                                                                • $38.00
                                                                                                NON-STICKY FORMULA
                                                                                                Curl Leave-In Butter
                                                                                                Quick Add
                                                                                                Full Size$44.00

                                                                                                Curl Leave-In Butter

                                                                                                  • $44.00
                                                                                                  NOURISHES & DEFINES
                                                                                                  Curl-Defining Gel
                                                                                                  Quick Add
                                                                                                  Full Size$38.00

                                                                                                  Curl-Defining Gel

                                                                                                    • $38.00
                                                                                                    SILKY, NON-CRUNCHY FORMULA

                                                                                                    Anti-Frizz

                                                                                                    Frizz Block™ Smoothing Spray
                                                                                                    Quick Add
                                                                                                    Full Size$44.00

                                                                                                    Frizz Block™ Smoothing Spray

                                                                                                      • $44.00
                                                                                                      72-HOUR FRIZZ PREVENTION
                                                                                                      Smooth Shampoo
                                                                                                      Quick Add
                                                                                                      Pro Size$74.00
                                                                                                      Full Size$40.00

                                                                                                      Smooth Shampoo

                                                                                                        • $16.00
                                                                                                        • $74.00
                                                                                                        ELIMINATES FRIZZ
                                                                                                        Smooth Conditioner
                                                                                                        Quick Add
                                                                                                        Pro Size$88.00
                                                                                                        Full Size$42.00
                                                                                                        Travel Size$17.00

                                                                                                        Smooth Conditioner

                                                                                                          • $17.00
                                                                                                          • $88.00
                                                                                                          ELIMINATES FRIZZ
                                                                                                          Restorative Treatment Mask
                                                                                                          Quick Add
                                                                                                          Pro Size$68.00
                                                                                                          Full Size$32.00

                                                                                                          Restorative Treatment Mask

                                                                                                            • $15.00
                                                                                                            • $68.00
                                                                                                            WEEKLY HAIR REHABILITATION
                                                                                                            Un-Frizz Cream
                                                                                                            Quick Add
                                                                                                            Full Size$42.00
                                                                                                            Travel Size$21.00

                                                                                                            Un-Frizz Cream

                                                                                                              • $21.00
                                                                                                              • $42.00
                                                                                                              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$44.00

                                                                                                                Healing Oil

                                                                                                                  • $44.00
                                                                                                                  DAILY MOISTURE & SHINE
                                                                                                                  Recovery Shampoo
                                                                                                                  Quick Add
                                                                                                                  Pro Size$74.00
                                                                                                                  Full Size$40.00

                                                                                                                  Recovery Shampoo

                                                                                                                    • $16.00
                                                                                                                    • $74.00
                                                                                                                    REPAIRS DAMAGED HAIR
                                                                                                                    Recovery Conditioner
                                                                                                                    Quick Add
                                                                                                                    Pro Size$88.00
                                                                                                                    Full Size$42.00
                                                                                                                    Travel Size$17.00

                                                                                                                    Recovery Conditioner

                                                                                                                      • $17.00
                                                                                                                      • $88.00
                                                                                                                      REPAIRS DAMAGED HAIR
                                                                                                                      Restorative Treatment Mask
                                                                                                                      Quick Add
                                                                                                                      Pro Size$68.00
                                                                                                                      Full Size$32.00

                                                                                                                      Restorative Treatment Mask

                                                                                                                        • $15.00
                                                                                                                        • $68.00
                                                                                                                        WEEKLY HAIR REHABILITATION
                                                                                                                        Split End Serum
                                                                                                                        Quick Add
                                                                                                                        Full Size$42.00
                                                                                                                        Travel Size$21.00

                                                                                                                        Split End Serum

                                                                                                                          • $21.00
                                                                                                                          • $42.00
                                                                                                                          MENDS BREAKAGE

                                                                                                                          Volumizing & Thickening

                                                                                                                          Full Shampoo
                                                                                                                          Quick Add
                                                                                                                          Pro Size$74.00
                                                                                                                          Full Size$40.00
                                                                                                                          Travel Size$16.00

                                                                                                                          Full Shampoo

                                                                                                                            • $16.00
                                                                                                                            • $74.00
                                                                                                                            THICKENS & VOLUMIZES
                                                                                                                            Full Conditioner
                                                                                                                            Quick Add
                                                                                                                            Pro Size$88.00
                                                                                                                            Full Size$42.00

                                                                                                                            Full Conditioner

                                                                                                                              • $17.00
                                                                                                                              • $88.00
                                                                                                                              LIGHTWEIGHT HYDRATION
                                                                                                                              Volumizing Mousse
                                                                                                                              Quick Add
                                                                                                                              Full Size$38.00

                                                                                                                              Volumizing Mousse

                                                                                                                                • $38.00
                                                                                                                                NON-STICKY VOLUMIZER
                                                                                                                                Volumizing Primer
                                                                                                                                Quick Add
                                                                                                                                Full Size$38.00

                                                                                                                                Volumizing Primer

                                                                                                                                  • $38.00
                                                                                                                                  UNIVERSAL HAIR PRIMER
                                                                                                                                  Texturizing Spray
                                                                                                                                  Quick Add
                                                                                                                                  Full Size$38.00
                                                                                                                                  Travel Size$19.00

                                                                                                                                  Texturizing Spray

                                                                                                                                    • $19.00
                                                                                                                                    • $38.00
                                                                                                                                    TOUCHABLE, NON-STICKY FORMULA

                                                                                                                                     

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