ColorKick® Illuminating Mask
94%of women immediately felt their hair was healthier and shinier
92%felt their hair color looked more luminous and didn’t fade as quickly after 2 weeks
98%felt their hair color looked brighter after 4 weeks
100%said this mask keeps hair color more true between colorings
Consumer Perception Study of 56 women who used ColorKick Mask
2x/week for 4 weeks
Our PROOFis in our
Alpha Keratin 60ku® is a whole keratin protein derived from human hair, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
MEETS powerful, plant-
In addition to claiming a patented, hair-transforming protein and proven-to-work ingredients, all Virtue® products are:
Shea Butter, Moringa Seed Oil, Jojoba, and Sunflower Seed WaxNourishes and restores hydration to all color-treated hair tones while adding vibrant shine and maximizing tonality.
Mullein Flowers Specialty Natural ActiveBased on plant photoluminescence, this natural active absorbs UV/solar radiation and transforms it to visible, radiant light.
Specialty Rice Protein, Sunflower Sprout Extract, and Tara Tree Fruit ExtractProvides UV/solar protection from the color-fading, color-distorting, damaging, and drying effects of the sun’s rays.
A warm blend of bright and calming ingredients including yuzu zest, chamomile, and creamy sandalwood.
About our Fragrances
Virtue® products utilize functional fragrances—fragrances that contain essential oils, extracts, and aromatic ingredients that are dual-purpose. Our team works with three global fragrance houses and sees hundreds of samples until they land on the perfect fragrance for each platform.
After cleansing hair, remove excess water and apply a generous amount, distributing evenly through hair. Leave on for 2 - 3 minutes. Rinse well.
1-2x per week in place of regular conditioner
A silky, creamy mask in a naturally tinted soft violet shade that glides onto hair.