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 Flourish Volumizing Styler with your Flourish purchase of $100+Free Flourish Volumizing Styler with your Flourish purchase of $100+

Hair Care

ColorKick® De-Brassing Shampoo
Quick Add
Full Size$42.00

ColorKick® De-Brassing Shampoo

    • $42.00
    NEW!
    Curl Shampoo
    Quick Add
    Pro Size$74.00
    Full Size$40.00
    Travel Size$16.00

    Curl Shampoo

      • $16.00
      • $74.00
      NEW! FOR ALL CURL TYPES
      Curl Conditioner
      Quick Add
      Pro Size$88.00
      Full Size$42.00
      Travel Size$17.00

      Curl Conditioner

        • $17.00
        • $88.00
        NEW! FOR ALL CURL TYPES
        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
          Pro Size$88.00
          Full Size$42.00
          Travel Size$17.00

          Recovery Conditioner

            • $17.00
            • $88.00
            REPAIRS DAMAGED HAIR
            Smooth Shampoo
            Quick Add
            Full Size$40.00

            Smooth Shampoo

              • $16.00
              • $40.00
              ELIMINATES FRIZZ
              Smooth Conditioner
              Quick Add
              Pro Size$88.00
              Full Size$42.00
              Travel Size$17.00

              Smooth Conditioner

                • $17.00
                • $88.00
                ELIMINATES FRIZZ
                Full Shampoo
                Quick Add
                Full Size$40.00
                Travel Size$16.00

                Full Shampoo

                  • $16.00
                  • $40.00
                  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

                    Hair Rejuvenation Treatment (Drug Free)
                    Quick Add
                    3 Month$134.00

                    Hair Rejuvenation Treatment (Drug Free)

                      • $55.00
                      • $134.00
                      Hair Growth Treatment (Minoxidil 5%)
                      Quick Add
                      Out of Stock

                      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

                                    Treatments

                                    Split End Serum
                                    Quick Add
                                    Full Size$42.00

                                    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

                                            Refresh

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

                                            Exfoliating Scalp Treatment

                                              • $14.00
                                              • $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
                                                  Out of Stock
                                                  Out of Stock

                                                  Leave-In Conditioner

                                                    • Out of Stock
                                                    DETANGLES & NOURISHES
                                                    Refresh Dry Shampoo
                                                    Out of Stock
                                                    Out of Stock

                                                    Refresh Dry Shampoo

                                                      • Out of Stock
                                                      LIGHTWEIGHT, NO BUILDUP

                                                      Stylers

                                                      Curl-Defining Gel
                                                      Quick Add
                                                      Full Size$38.00

                                                      Curl-Defining Gel

                                                        • $38.00
                                                        NEW!
                                                        Curl Leave-In Butter
                                                        Quick Add
                                                        Full Size$44.00

                                                        Curl Leave-In Butter

                                                          • $44.00
                                                          NEW!
                                                          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
                                                              NEW!
                                                              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
                                                                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
                                                                    Out of Stock

                                                                    Volumizing Primer

                                                                      • Out of Stock
                                                                      UNIVERSAL HAIR PRIMER
                                                                      Moisture-Defining Whip
                                                                      Quick Add
                                                                      Travel Size$5.00

                                                                      Moisture-Defining Whip

                                                                        • $5.00
                                                                        HYDRATES & DEFINES

                                                                        Curated Collections for 2021

                                                                        Jennifer Garner's Healthy Hair Bouquet
                                                                        Quick Add
                                                                        Kit $82.50

                                                                        Jennifer Garner's Healthy Hair Bouquet

                                                                          • $110.00 $82.50 (25% off)
                                                                          Virtue Essentials Collection
                                                                          Quick Add
                                                                          Full Size $122.00

                                                                          Virtue Essentials Collection

                                                                            • $152.00 $122.00 (20% off)
                                                                            Damage Repair Duo
                                                                            Quick Add

                                                                            Damage Repair Duo

                                                                              • $25.00
                                                                              Scalp Treatment Kit
                                                                              Quick Add
                                                                              Full Size $90.00

                                                                              Scalp Treatment Kit

                                                                                • $104.00 $90.00 (13% off)
                                                                                Hair & Scalp Treatment Minis
                                                                                Quick Add

                                                                                Hair & Scalp Treatment Minis

                                                                                  • $25.00
                                                                                  Heal & Shine Duo
                                                                                  Quick Add
                                                                                  Full Size $69.07

                                                                                  Heal & Shine Duo

                                                                                    • $74.00 $69.07 (7% off)

                                                                                    Anti-Frizz

                                                                                    Smooth Shampoo
                                                                                    Quick Add
                                                                                    Full Size$40.00

                                                                                    Smooth Shampoo

                                                                                      • $16.00
                                                                                      • $40.00
                                                                                      ELIMINATES FRIZZ
                                                                                      Smooth Conditioner
                                                                                      Quick Add
                                                                                      Pro Size$88.00
                                                                                      Full Size$42.00
                                                                                      Travel Size$17.00

                                                                                      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
                                                                                            Out of Stock
                                                                                            Out of Stock

                                                                                            Leave-In Conditioner

                                                                                              • Out of Stock
                                                                                              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
                                                                                                  Pro Size$88.00
                                                                                                  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
                                                                                                      Full Size$42.00

                                                                                                      Split End Serum

                                                                                                        • $21.00
                                                                                                        • $42.00
                                                                                                        MENDS BREAKAGE

                                                                                                        Volumizing & Thickening

                                                                                                        Full Shampoo
                                                                                                        Quick Add
                                                                                                        Full Size$40.00
                                                                                                        Travel Size$16.00

                                                                                                        Full Shampoo

                                                                                                          • $16.00
                                                                                                          • $40.00
                                                                                                          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
                                                                                                              Out of Stock

                                                                                                              Volumizing Primer

                                                                                                                • Out of Stock
                                                                                                                UNIVERSAL HAIR PRIMER
                                                                                                                Texturizing Spray
                                                                                                                Quick Add
                                                                                                                Travel Size$19.00

                                                                                                                Texturizing Spray

                                                                                                                  • $19.00
                                                                                                                  • $38.00
                                                                                                                  TOUCHABLE, NON-STICKY FORMULA

                                                                                                                   

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