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

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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

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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Full Size$40.00

Travel Size$20.00

Un-Frizz Cream

$20.00
$40.00

SMOOTHS HAIR & ANTI-HUMIDITY

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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$28.00

Purifying Shampoo

$28.00

WEEKLY HAIR DETOX

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Full Size$30.00

Purifying Leave-In Conditioner

$30.00

DETANGLES & NOURISHES

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Full Size$32.00

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

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

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

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Smooth Conditioner

$40.00

ELIMINATES FRIZZ

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Smooth Shampoo

$38.00

ELIMINATES FRIZZ

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Moisture-Defining Whip

$36.00

HYDRATES & DEFINES

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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.

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