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.

Air Dry Essentials KitAir Dry Essentials Kit

Hair Care

Recovery Shampoo
Quick Add
Pro Size$74.00
Full Size$38.00
Travel Size$15.00

Recovery Shampoo

    • $15.00
    • $74.00
    REPAIRS DAMAGED HAIR
    Recovery Conditioner
    Quick Add
    Pro Size$88.00
    Full Size$40.00
    Travel Size$16.00

    Recovery Conditioner

      • $16.00
      • $88.00
      REPAIRS DAMAGED HAIR
      Smooth Shampoo
      Quick Add
      Pro Size$74.00
      Full Size$38.00
      Travel Size$15.00

      Smooth Shampoo

        • $15.00
        • $74.00
        ELIMINATES FRIZZ
        Smooth Conditioner
        Quick Add
        Pro Size$72.00
        Travel Size$16.00

        Smooth Conditioner

          • $16.00
          • $72.00
          ELIMINATES FRIZZ
          Full Shampoo
          Quick Add
          Pro Size$74.00
          Full Size$38.00
          Travel Size$15.00

          Full Shampoo

            • $15.00
            • $74.00
            THICKENS & VOLUMIZES
            Full Conditioner
            Quick Add
            Pro Size$88.00
            Full Size$40.00

            Full Conditioner

              • $16.00
              • $88.00
              LIGHTWEIGHT HYDRATION
              Curl Shampoo
              Quick Add
              Full Size$38.00
              Travel Size$15.00

              Curl Shampoo

                • $15.00
                • $38.00
                NEW! FOR ALL CURL TYPES
                Curl Conditioner
                Quick Add
                Full Size$40.00
                Travel Size$16.00

                Curl Conditioner

                  • $16.00
                  • $40.00
                  NEW! FOR ALL CURL TYPES

                  Growth

                  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$17.50

                      Flourish Shampoo for Thinning Hair

                        • $17.50
                        • $42.00
                        Flourish Conditioner for Thinning Hair
                        Quick Add
                        Full Size$44.00
                        Travel Size$17.50

                        Flourish Conditioner for Thinning Hair

                          • $17.50
                          • $44.00
                          Flourish Density Booster
                          Quick Add
                          Full Size$48.00
                          Travel Size$26.00

                          Flourish Density Booster

                            • $26.00
                            • $48.00
                            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
                              Out of Stock
                              Out of Stock

                              Flourish Volumizing Styler

                                • Out of Stock
                                Flourish MANTA Healthy Hair Brush
                                Quick Add
                                One Size$32.00

                                Flourish MANTA Healthy Hair Brush

                                  • $32.00

                                  Treatments

                                  Split End Serum
                                  Quick Add
                                  Full Size$40.00
                                  Travel Size$20.00

                                  Split End Serum

                                    • $20.00
                                    • $40.00
                                    MENDS BREAKAGE
                                    Un-Frizz Cream
                                    Quick Add
                                    Full Size$40.00
                                    Travel Size$20.00

                                    Un-Frizz Cream

                                      • $20.00
                                      • $40.00
                                      SMOOTHS HAIR & ANTI-HUMIDITY
                                      Healing Oil
                                      Quick Add
                                      Full Size$42.00

                                      Healing Oil

                                        • $42.00
                                        DAILY MOISTURE & SHINE
                                        Restorative Treatment Mask
                                        Quick Add
                                        Mini Deluxe$14.00

                                        Restorative Treatment Mask

                                          • $14.00
                                          • $66.00
                                          WEEKLY HAIR REHABILITATION

                                          Refresh

                                          Exfoliating Scalp Treatment
                                          Quick Add
                                          Full Size$48.00
                                          Mini Deluxe$14.00

                                          Exfoliating Scalp Treatment

                                            • $14.00
                                            • $48.00
                                            NOURISHING SCALP SCRUB
                                            Scalp Treatment Kit
                                            Quick Add
                                            Kit$90.00

                                            Scalp Treatment Kit

                                              • $90.00
                                              Topical Scalp Supplement
                                              Quick Add
                                              Full Size$56.00

                                              Topical Scalp Supplement

                                                • $56.00
                                                OVERNIGHT SCALP SERUM
                                                Purifying Shampoo
                                                Quick Add
                                                Full Size$28.00

                                                Purifying Shampoo

                                                  • $28.00
                                                  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$32.00
                                                    Travel Size$16.00

                                                    Refresh Dry Shampoo

                                                      • $16.00
                                                      • $32.00
                                                      LIGHTWEIGHT, NO BUILDUP

                                                      Stylers

                                                      6-in-1 Styler
                                                      Quick Add
                                                      Full Size$34.00
                                                      Travel Size$18.00

                                                      6-in-1 Styler

                                                        • $18.00
                                                        • $34.00
                                                        LIGHTWEIGHT STYLING CREAM
                                                        Texturizing Spray
                                                        Quick Add
                                                        Full Size$36.00
                                                        Travel Size$18.00

                                                        Texturizing Spray

                                                          • $18.00
                                                          • $36.00
                                                          TOUCHABLE, NON-STICKY FORMULA
                                                          Curl-Defining Whip
                                                          Quick Add
                                                          Full Size$36.00

                                                          Curl-Defining Whip

                                                            • $36.00
                                                            NEW! FOR ALL CURL TYPES
                                                            Volumizing Mousse
                                                            Quick Add
                                                            Full Size$36.00

                                                            Volumizing Mousse

                                                              • $36.00
                                                              NON-STICKY VOLUMIZER
                                                              Volumizing Primer
                                                              Quick Add
                                                              Full Size$36.00

                                                              Volumizing Primer

                                                                • $36.00
                                                                UNIVERSAL HAIR PRIMER
                                                                Moisture-Defining Whip
                                                                Quick Add
                                                                Travel Size$18.00

                                                                Moisture-Defining Whip

                                                                  • $18.00
                                                                  • $36.00
                                                                  HYDRATES & DEFINES

                                                                  Curated Collections for 2021

                                                                  Air Dry Essentials Kit
                                                                  Out of Stock

                                                                  Air Dry Essentials Kit

                                                                    • Out of Stock
                                                                    Heal & Shine Duo
                                                                    Quick Add
                                                                    Full Size $69.07

                                                                    Heal & Shine Duo

                                                                      • $74.00 $69.07 (7% off)
                                                                      Scalp Treatment Kit
                                                                      Quick Add
                                                                      Kit$90.00

                                                                      Scalp Treatment Kit

                                                                        • $90.00
                                                                        Jennifer Garner's Favorites
                                                                        Quick Add
                                                                        Full Size $120.00

                                                                        Jennifer Garner's Favorites

                                                                          • $152.00 $120.00 (21% off)

                                                                          Anti-Frizz

                                                                          Smooth Shampoo
                                                                          Quick Add
                                                                          Pro Size$74.00
                                                                          Full Size$38.00
                                                                          Travel Size$15.00

                                                                          Smooth Shampoo

                                                                            • $15.00
                                                                            • $74.00
                                                                            ELIMINATES FRIZZ
                                                                            Smooth Conditioner
                                                                            Quick Add
                                                                            Pro Size$72.00
                                                                            Travel Size$16.00

                                                                            Smooth Conditioner

                                                                              • $16.00
                                                                              • $72.00
                                                                              ELIMINATES FRIZZ
                                                                              Restorative Treatment Mask
                                                                              Quick Add
                                                                              Mini Deluxe$14.00

                                                                              Restorative Treatment Mask

                                                                                • $14.00
                                                                                • $66.00
                                                                                WEEKLY HAIR REHABILITATION
                                                                                Un-Frizz Cream
                                                                                Quick Add
                                                                                Full Size$40.00
                                                                                Travel Size$20.00

                                                                                Un-Frizz Cream

                                                                                  • $20.00
                                                                                  • $40.00
                                                                                  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$42.00

                                                                                    Healing Oil

                                                                                      • $42.00
                                                                                      DAILY MOISTURE & SHINE
                                                                                      Recovery Shampoo
                                                                                      Quick Add
                                                                                      Pro Size$74.00
                                                                                      Full Size$38.00
                                                                                      Travel Size$15.00

                                                                                      Recovery Shampoo

                                                                                        • $15.00
                                                                                        • $74.00
                                                                                        REPAIRS DAMAGED HAIR
                                                                                        Recovery Conditioner
                                                                                        Quick Add
                                                                                        Pro Size$88.00
                                                                                        Full Size$40.00
                                                                                        Travel Size$16.00

                                                                                        Recovery Conditioner

                                                                                          • $16.00
                                                                                          • $88.00
                                                                                          REPAIRS DAMAGED HAIR
                                                                                          Restorative Treatment Mask
                                                                                          Quick Add
                                                                                          Mini Deluxe$14.00

                                                                                          Restorative Treatment Mask

                                                                                            • $14.00
                                                                                            • $66.00
                                                                                            WEEKLY HAIR REHABILITATION
                                                                                            Split End Serum
                                                                                            Quick Add
                                                                                            Full Size$40.00
                                                                                            Travel Size$20.00

                                                                                            Split End Serum

                                                                                              • $20.00
                                                                                              • $40.00
                                                                                              MENDS BREAKAGE

                                                                                              Volumizing & Thickening

                                                                                              Full Shampoo
                                                                                              Quick Add
                                                                                              Pro Size$74.00
                                                                                              Full Size$38.00
                                                                                              Travel Size$15.00

                                                                                              Full Shampoo

                                                                                                • $15.00
                                                                                                • $74.00
                                                                                                THICKENS & VOLUMIZES
                                                                                                Full Conditioner
                                                                                                Quick Add
                                                                                                Pro Size$88.00
                                                                                                Full Size$40.00

                                                                                                Full Conditioner

                                                                                                  • $16.00
                                                                                                  • $88.00
                                                                                                  LIGHTWEIGHT HYDRATION
                                                                                                  Volumizing Mousse
                                                                                                  Quick Add
                                                                                                  Full Size$36.00

                                                                                                  Volumizing Mousse

                                                                                                    • $36.00
                                                                                                    NON-STICKY VOLUMIZER
                                                                                                    Volumizing Primer
                                                                                                    Quick Add
                                                                                                    Full Size$36.00

                                                                                                    Volumizing Primer

                                                                                                      • $36.00
                                                                                                      UNIVERSAL HAIR PRIMER
                                                                                                      Texturizing Spray
                                                                                                      Quick Add
                                                                                                      Full Size$36.00
                                                                                                      Travel Size$18.00

                                                                                                      Texturizing Spray

                                                                                                        • $18.00
                                                                                                        • $36.00
                                                                                                        TOUCHABLE, NON-STICKY FORMULA

                                                                                                         

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