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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.

Get a Free Manta Healthy Hair Brush with your Flourish purchase of $100+Get a Free Manta Healthy Hair Brush with your Flourish purchase of $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 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 Density Booster with your Flourish Mask purchaseGet a Free Travel Size Density Booster with your Flourish Mask 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
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
Travel Size$16.00

Recovery Shampoo

  • $16.00
  • $74.00
REPAIRS DAMAGED HAIR
Recovery Conditioner
Quick Add
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

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
Travel Size$17.00

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
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
Mini Deluxe$15.00

Restorative Treatment Mask

  • $15.00
  • $68.00
WEEKLY HAIR REHABILITATION

Stylers

Frizz Block™ Smoothing Spray
Out of Stock
Out of Stock

Frizz Block™ Smoothing Spray

  • Out of Stock
72-HOUR FRIZZ PREVENTION
6-in-1 Style Guard Hairspray
Quick Add
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
Out of Stock
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's Set-Ready Hair Trio
Out of Stock

Jennifer Garner's Set-Ready Hair Trio

  • Out of Stock
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
Out of Stock
Out of Stock

Frizz Block™ Smoothing Spray

  • Out of Stock
72-HOUR FRIZZ PREVENTION
6-in-1 Style Guard Hairspray
Quick Add
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
Out of Stock
Out of Stock

Frizz Block™ Smoothing Spray

  • Out of Stock
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

Smooth Conditioner

  • $17.00
  • $88.00
ELIMINATES FRIZZ
Restorative Treatment Mask
Quick Add
Pro Size$68.00
Full Size$32.00
Mini Deluxe$15.00

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
Travel Size$16.00

Recovery Shampoo

  • $16.00
  • $74.00
REPAIRS DAMAGED HAIR
Recovery Conditioner
Quick Add
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
Mini Deluxe$15.00

Restorative Treatment Mask

  • $15.00
  • $68.00
WEEKLY HAIR REHABILITATION
Split End Serum
Quick Add
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
Travel Size$17.00

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
Out of Stock
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

 

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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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