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.
Quick Add
Pro Size$72.00
Full Size$38.00
Travel Size$15.00
Recovery Shampoo
- $15.00
- $72.00
REPAIRS DAMAGED HAIR
Quick Add
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
Quick Add
Pro Size$86.00
Full Size$40.00
Travel Size$16.00
Smooth Conditioner
- $16.00
- $86.00
ELIMINATES FRIZZ
Quick Add
Pro Size$72.00
Full Size$38.00
Travel Size$15.00
Full Shampoo
- $15.00
- $72.00
THICKENS & VOLUMIZES
Quick Add
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
Quick Add
Full Size$40.00
Split End Serum
- $20.00
- $40.00
MENDS BREAKAGE
Quick Add
Color Revival Kit
-
$35.00
FOR IN-BETWEEN SALON VISITS
Quick Add
Full Size$40.00
Travel Size$20.00
Un-Frizz Cream
- $20.00
- $40.00
SMOOTHS HAIR & ANTI-HUMIDITY
Quick Add
Full Size$42.00
Healing Oil
- $42.00
NEW!
Quick Add
Pro Size$66.00
Full Size$30.00
Mini Deluxe$14.00
Restorative Treatment Mask
- $14.00
- $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.
Quick Add
Full Size$28.00
Purifying Shampoo
- $28.00
WEEKLY HAIR DETOX
Quick Add
Full Size$30.00
Purifying Leave-In Conditioner
- $30.00
DETANGLES & NOURISHES
Quick Add
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
Quick Add
Full Size$36.00
Volumizing Mousse
- $36.00
NEW!
Quick Add
Full Size$36.00
Volumizing Primer
- $36.00
UNIVERSAL HAIR PRIMER
Quick Add
Full Size$36.00
Travel Size$18.00
Texturizing Spray
- $18.00
- $36.00
TOUCHABLE, NON-STICKY FORMULA
Quick Add
Full Size$34.00
Lifting Powder
- $34.00
MAXIMUM VOLUME AT THE ROOT
Quick Add
Full Size$32.00
Travel Size$18.00
6-in-1 Styler
- $18.00
- $32.00
LIGHTWEIGHT STYLING CREAM
Quick Add
Full Size$36.00
Travel Size$18.00
Shaping Spray
- $18.00
- $36.00
LIGHTWEIGHT HOLD
Quick Add
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.
Quick Add
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.
Quick Add
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
Travel
All Virtue products come in convenient under-3-ounce travel sizes so you can take your favorite products with you wherever you go. Or, shop travel sizes if you're just looking to try out the Virtue brand without committing to a full size just yet!
Quick Add
Refresh Dry Shampoo
-
$16.00
Quick Add
Moisture-Defining Whip
-
$18.00
Quick Add
Recovery Shampoo
-
$15.00
Quick Add
Un-Frizz Cream
-
$20.00
Quick Add
Perfect Ending Split End Serum
-
$20.00
Quick Add
Shaping Spray
-
$18.00
Quick Add
Recovery Conditioner
-
$16.00
Quick Add
Smooth Shampoo
-
$15.00
Quick Add
Smooth Conditioner
-
$16.00
Quick Add
Full Shampoo
-
$15.00
Quick Add
Full Conditioner
-
$16.00
Quick Add
Texturizing Spray
-
$18.00
Curated Collections for 2020
The absolute must-haves for your healthiest hair possible, personally selected by our Virtue team and Creative Director, Adir Abergel.
Quick Add
Full Size
$49.30
Self-Care Hair Duo
-
$58.00 $49.30 (15% off)
Quick Add
Color Revival Kit
-
$35.00
FOR IN-BETWEEN SALON VISITS
Quick Add
Travel Size
$48.99
Off-Duty Hair Day
-
$54.00 $48.99 (9% off)
EFFORTLESS AT-HOME HAIR
Gift Cards
Quick Add
Digital Gift Card
-
From $25.00
The Gift of Healthy Hair
OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.