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.
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Pro Size$72.00
Full Size$38.00
Travel Size$15.00
Recovery Shampoo
- $15.00
- $72.00
REPAIRS DAMAGED HAIR
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Pro Size$86.00
Full Size$40.00
Travel Size$16.00
Recovery Conditioner
- $16.00
- $86.00
REPAIRS DAMAGED HAIR
Quick Add
Pro Size$72.00
Full Size$38.00
Travel Size$15.00
Smooth Shampoo
- $15.00
- $72.00
ELIMINATES FRIZZ
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Pro Size$86.00
Full Size$40.00
Travel Size$16.00
Smooth Conditioner
- $16.00
- $86.00
ELIMINATES FRIZZ
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Pro Size$72.00
Full Size$38.00
Travel Size$15.00
Full Shampoo
- $15.00
- $72.00
THICKENS & VOLUMIZES
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Pro Size$86.00
Full Size$40.00
Travel Size$16.00
Full Conditioner
- $16.00
- $86.00
LIGHTWEIGHT HYDRATION
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Full Size$38.00
Travel Size$15.00
Curl Shampoo
- $15.00
- $38.00
NEW! FOR ALL CURL TYPES
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Full Size$40.00
Travel Size$16.00
Curl Conditioner
- $16.00
- $40.00
NEW! FOR ALL CURL TYPES
Treatments
Reverse the damage with transformative treatments that heal, nourish, and repair
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Full Size$40.00
Travel Size$20.00
Split End Serum
- $20.00
- $40.00
MENDS BREAKAGE
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Color Revival Kit
-
$35.00
FOR IN-BETWEEN SALON VISITS
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Full Size$40.00
Travel Size$20.00
Un-Frizz Cream
- $20.00
- $40.00
SMOOTHS HAIR & ANTI-HUMIDITY
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Full Size$42.00
Healing Oil
- $42.00
NEW!
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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.
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Full Size$46.00
Exfoliating Scalp Treatment
- $46.00
NEW!
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Full Size
$90.00
Scalp Treatment Kit
-
$100.00 $90.00 (10% off)
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Full Size$54.00
Topical Scalp Supplement
- $54.00
NEW!
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Full Size$28.00
Purifying Shampoo
- $28.00
WEEKLY HAIR DETOX
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Full Size$30.00
Refresh Purifying Leave-In Conditioner
- $30.00
DETANGLES & NOURISHES
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Full Size$32.00
Travel Size$16.00
Refresh Dry Shampoo
- $16.00
- $32.00
LIGHTWEIGHT, NO BUILDUP
Stylers
Multitasking stylers that help lift, hold, protect, and perfect the look you want
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Full Size$36.00
Volumizing Mousse
- $36.00
NEW!
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Full Size$36.00
Curl-Defining Whip
- $36.00
NEW! FOR ALL CURL TYPES
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Full Size$36.00
Volumizing Primer
- $36.00
UNIVERSAL HAIR PRIMER
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Full Size$36.00
Travel Size$18.00
Texturizing Spray
- $18.00
- $36.00
TOUCHABLE, NON-STICKY FORMULA
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Full Size$34.00
Lifting Powder
- $34.00
MAXIMUM VOLUME AT THE ROOT
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Full Size$32.00
Travel Size$18.00
6-in-1 Styler
- $18.00
- $32.00
LIGHTWEIGHT STYLING CREAM
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Full Size$36.00
Travel Size$18.00
Shaping Spray
- $18.00
- $36.00
LIGHTWEIGHT HOLD
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Full Size$36.00
Travel Size$18.00
Moisture-Defining Whip
- $18.00
- $36.00
HYDRATES & DEFINES
Curated Collections for 2021
The absolute must-haves for your healthiest hair possible, personally selected by our Virtue team and Creative Director, Adir Abergel.
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Full Size
$95.00
Curl Care Trio
-
$114.00 $95.00 (17% off)
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Full Size
$114.00
Jennifer Garner's Favorites
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$152.00 $114.00 (25% off)
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Hair & Scalp Reset Duo
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$25.00
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Full Size
$90.00
Scalp Treatment Kit
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$100.00 $90.00 (10% off)
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Color Revival Kit
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$35.00
FOR IN-BETWEEN SALON VISITS
Starter Kits
Virtue® Starter Kits are the easiest way to discover Alpha Keratin 60ku®, our revolutionary and reparative protein proven to transform your hair in as few as five uses. At just $39, you don’t have to commit to a new hair care routine––but we’re pretty sure you’ll want to.
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Travel Size
$39.00
Damage Repair Starter Kit
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$49.00 $39.00 (20% off)
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Travel Size
$39.00
Volume Starter Kit
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$49.00 $39.00 (20% off)
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Travel Size
$39.00
Anti-Frizz Starter Kit
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$51.00 $39.00 (24% off)
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.
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Un-Frizz Cream
-
$40.00
SMOOTHS HAIR & ANTI-HUMIDITY
Quick Add
Smooth Conditioner
-
$40.00
ELIMINATES FRIZZ
Quick Add
Smooth Shampoo
-
$38.00
ELIMINATES FRIZZ
Quick Add
Moisture-Defining Whip
-
$36.00
HYDRATES & DEFINES
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.
Quick Add
Recovery Shampoo
-
$38.00
REPAIRS DAMAGED HAIR
Quick Add
Restorative Treatment Mask
-
$30.00
LIGHTWEIGHT NOURISHMENT
Quick Add
Recovery Conditioner
-
$40.00
REPAIRS DAMAGED HAIR
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.
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Full Shampoo
-
$38.00
LIGHTWEIGHT HYDRATION
Quick Add
Full Size$34.00
Lifting Powder
- $34.00
MAXIMUM VOLUME AT THE ROOT
Quick Add
Full Size$36.00
Volumizing Primer
- $36.00
UNIVERSAL HAIR PRIMER
Quick Add
Full Size$36.00
Volumizing Mousse
- $36.00
NEW!
Quick Add
Full Conditioner
-
$40.00
LIGHTWEIGHT HYDRATION
Quick Add
Texturizing Spray
-
$36.00
TOUCHABLE, NON-STICKY FORMULA
OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.