Product FAQ

Does Virtue® make Flourish®?

Yes, Flourish is a new line of products from Virtue, developed to address the specific needs of women with thinning hair.

Who is Flourish® for?

Flourish is for adult women of all ages and ethnicities who are experiencing hair thinning or loss due to hereditary factors, hormonal fluctuations, thyroid conditions, and stress. The type and severity of hair loss, coupled with age and lifestyle factors determine which specific Flourish products will be best for you.

How does Flourish® work?

Our scalp is the starting point for every hair we grow, so we start there too. Flourish products cleanse, purify, and enrich the scalp, creating fertile ground for hair to grow. As each new hair emerges, it’s nourished and strengthened so that it can survive and thrive. Flourish is a more holistic approach to female hair loss.

How do I know which Flourish® products are right for me?

The evaluation on our homepage will direct you to the right product regimen. In general, we recommend our Hair Rejuvenation Treatment regimen to women with mild to moderate thinning or those regrowing hair after childbirth or chemotherapy. It is a drug-free, botanical-based solution, ideal for women seeking a more natural approach. Our Hair Growth Treatment regimen contains Minoxidil 5% foam, an over-the-counter pharmaceutical drug that’s been proven to effectively treat female hair loss. We recommend it for women with moderate to severe thinning.

When can I expect to see results?

New hair growth is a natural process that happens gradually over 3–6 months, so it requires commitment and a bit of patience. While the duration and amount of growth will vary from person to person, if you welcome it as part of your daily routine, results will follow. Here is a glimpse at what you can expect with Flourish:

2 Weeks: Your existing hair will feel healthier and look more vibrant. Cuticles are being repaved and shine is being restored.

4 Weeks: Each hair strand is now thicker with more volume and bounce. Minoxidil users may notice more fall-out. Don’t panic, this is normal. It means your follicles are pushing out the stagnant, aged hairs to prepare for fresh, active growth.

8 Weeks: Your scalp is becoming more fertile as its surface transforms. Clogged follicles have been cleared, and your moisture barrier is improved.

12–16 Weeks: As delicate new hairs emerge, they are being nourished and cared for. Your existing hair is healthy, and your new hair is quietly claiming its space.

What is my normal hair growth cycle?

Hair grows from a follicle within the scalp, where it receives nourishment. Each hair goes through three distinct phases during its life cycle, so at any given time, you have thousands of hairs passing through each phase.

Anagen: Growth Phase

Lasts an average of 3–5 years, with hair growing about half an inch per month

Catagen: Regression Phase

A short, transitional phase that lasts about 10 days, when the follicle begins to contract

Telogen: Resting Phase

Strands remain in their follicles, but are not actively growing. After about 3 months, the hair is released and falls out

How do I know if my hair loss requires treatment or is just occurring as part of my normal growth cycle?

We lose approximately 100 hairs per day as part of our normal hair growth cycle. If you’re losing more than 100 hairs and have been experiencing this heavier loss for at least three months, Flourish® could be a helpful solution.

Can I use Flourish® while pregnant or breastfeeding?

The Flourish Shampoo, Conditioner, and Volumizing Styler should be safe to use while pregnant or breastfeeding, but we always suggest reviewing the ingredient lists with your doctor. We do not recommend using Minoxidil during pregnancy or while breastfeeding.

Can I use Flourish® for post-pregnancy hair loss?

Yes. We recommend our Shampoo, Conditioner, and Density Booster, which make up our Hair Rejuvenation Treatment. These products will nourish your scalp and nurture the fragile new hairs that are growing back naturally. If breastfeeding, we suggest reviewing any ingredient list with your doctor.

Can I use Flourish® after chemotherapy?

Yes. We recommend our Shampoo, Conditioner, and Density Booster, which make up our Hair Rejuvenation Treatment. These products will nourish your scalp and nurture the fragile new hairs that are growing back naturally. We suggest waiting until your treatments have ended and your hair is beginning to grow back before starting use.

Can I use Flourish® if I have Alopecia Areata?

Alopecia Areata is an autoimmune condition that Flourish was not developed to treat. We recommend consulting your doctor before using any topical hair growth regimen.

Can men use Flourish®?

We developed Flourish for women because we believe they’ve been underserved in the hair loss category, but the products are absolutely safe and effective for men. Please note, we support the OTC's recommended usage that Minoxidil 5% foam be used twice per day for men and once per day for women. The Density Booster, however, should be used once per day for both men and women.

What happens if I stop using my Flourish® regimen?

Hair growth requires patience and commitment. You must continue use, in order to keep hair regrowing. If you stop using the products, you will see an increase in shedding and a decline in new growth.

Do I have to use the whole Flourish® regimen to see results?

The products can be used individually, and for those who are not yet experiencing hair loss and are simply looking for preventative care, our Shampoo and Conditioner may be enough. If you are looking for maximum benefits and regrowth, we recommend using a full regimen.

Should I wash my hair every day when using Flourish®?

We recommend washing your hair at least every 2-3 days to ensure that your scalp is clear and primed to absorb the active ingredients in our Flourish products. Feel free to wash more frequently if your hair requires it.

Can I use other Virtue® products in combination with my Flourish® regimen?

Yes, our Virtue and Flourish products work synergistically. The following are the Virtue products that we recommend most:

6-in-1 Styler: for light hydration, frizz control, shine, and styling benefits

Restorative Treatment Mask: for deep hydration and hair fiber repair

Exfoliating Scalp Treatment: to clear the scalp of buildup and prepare it for growth

How is the Flourish® Shampoo and Conditioner different from Full Shampoo and Conditioner?

Flourish Shampoo and Conditioner for Thinning Hair were specially developed to address female hair thinning or loss across all hair types and textures. They are formulated with our CLINICAL® protein blend and scalp-stimulating actives. Full Shampoo and Conditioner is formulated with our Alpha Keratin 60ku® protein and nourishing, non-clinical strength ingredients for those with fine, flat hair looking for maximum movement, volume, and bounce.

How is the Flourish® Volumizing Styler different from the Volumizing Primer and Volumizing Mousse?

Flourish Volumizing Styler: Specially designed for Flourish users, this styler is a liquid-to-foam format, so it's the lightest weight of all of the volumizing formulas. There is no propellant or alcohol, and it contains growth actives to support the Flourish regimens. It also offers light conditioning and heat protection with panthenol, and builds strength and volume while encouraging growth in fragile hair. 

Volumizing Primer: This lightweight mist is focused on delivering volume at the root and building architecture for all-day hold. It’s heat activated, so it’s perfect as a primer before styling most hair types. Though because it contains alcohol, we don’t recommend it for anyone on the Minoxidil regimen, as a double dose of alcohol will be too drying.

Volumizing Mousse: This pliable, lightweight, non-sticky foam delivers body, bounce, and volume, and is perfect for fine fair in need of a lift. It is typically too rich for thinning hair, so we don’t recommend it for Flourish users.

I know men use Minoxidil, but is it safe for women?

Women’s 5% Minoxidil Foam is a once-daily hair regrowth treatment indicated and labeled specifically for women, and FDA approval of the product was based on the safety and effectiveness profile demonstrated in clinical studies of once-daily use in women experiencing Female Pattern Hair Loss.

Are there any side effects from using Minoxidil?
  • Some people may experience a dry, itchy scalp and irritation of the treated area. Stop using and ask a doctor if irritation persists
  • Some people have experienced changes in hair color and/or texture
  • Minoxidil 5% Foam contains alcohol, which can cause burning or irritation of the eyes or sensitive skin areas. If the product accidentally gets into these areas, rinse with large amounts of cool tap water
  • Infrequent cases of unwanted facial hair have been reported in women. If you develop unwanted facial hair while using Minoxidil, stop use and see your doctor. Any unwanted hair will usually disappear when use of the product is discontinued
I’ve tried Minoxidil and didn’t like the side effects, how is yours different?

Minoxidil is an FDA-approved drug, which means our formula is identical to the other Minoxidil 5% foams on the market. We know that Minoxidil can be a difficult drug to use. Scalp irritation and dry, brittle hair are common complaints. We developed our Flourish® Shampoo, Conditioner, and Volumizing Styler to help eliminate these negative side effects. They soothe the scalp, hydrate and repair the hair fibers, and leave hair looking thick and healthy while you’re growing more.

Will using Minoxidil more than directed speed hair regrowth?

Using the product more than directed or using the product more frequently will not speed regrowth.

How do I apply Minoxidil?

This product should be used once daily, every day. To be effective, it is important to apply the product directly to your scalp and not to your hair so that it can easily get to your hair follicles to help regrow your hair.

  • There is no need to shampoo your hair before using the product. If you wish to shampoo your hair before applying Minoxidil, towel dry your hair so that your scalp is dry

  • To open the container: Hold ring. While holding ring, twist cap to line up the arrow on the ring with the arrow on the cap. Tilt cap back and pull off cap

  • The foam may begin to melt on contact if your fingers are warm. Rinse your fingers in cold water first before dispensing. Be sure to dry them thoroughly before handling the foam

  • Within your hair thinning areas, make a center part to help maximize scalp exposure. Part your hair at least two more times on each side of the center part

  • Using your fingertips, spread just enough foam over the hair loss areas and gently massage the foam into the scalp starting from the back to front (forehead) direction. Use until all the foam is gone

  • Wash your hands well with soap and water after applying

You recommend using the Density Booster and Minoxidil products at night, but can I use them during the day

The formulas are safe to use any time of day. We recommend nighttime use so that the products do not interfere with your styling during the day, and to take advantage of the cell repair and restoration that happens within the scalp while the body is at rest.

Can I apply the Density Booster or Minoxidil to wet hair?

We recommend completely drying your hair and scalp before applying either of our growth treatments. However, we know that’s not always possible. In those instances, we suggest that you at least towel-dry your hair and scalp before applying Minoxidil or the Density Booster.

How long after applying the Density Booster or Minoxidil do I have to wait before styling?

If you use the Density Booster or Minoxidil during the day, we recommend waiting 3–5 minutes after applying the Density Booster, and 10–15 minutes after applying Minoxidil before you start styling.

Can I use Minoxidil and the Density Booster together?

The Density Booster and Minoxidil are both highly active formulations. We recommend using one or the other, not both, to avoid overloading hair follicles and the possibility of negative interactions. If you try one and find that it doesn’t work for you, we suggest waiting a week before beginning the other.

Will the Flourish® treatment products make my hair greasy? Stain the pillow?

The Density Booster formula was developed to absorb rapidly, so as not to stain sheets or leave hair looking greasy. Minoxidil can leave a residue initially, so we recommend letting it dry for 10–15 minutes before putting your head on your pillow.

What is Alpha Keratin 60ku CLINICAL®?

Alpha Keratin 60ku CLINICAL® is an extraordinary, first-of-its-kind, multi-patented protein blend that is virtually identical to the keratin that makes up nearly 90% of our hair, skin, and nails. Because the protein is in its native form—whole, unbroken, fully functional—it is recognized and accepted by the body as its own.

How is Alpha Keratin 60ku CLINICAL® different from Alpha Keratin 60ku®?

Alpha Keratin 60ku CLINICAL® is the clinical-grade version of our patented Alpha Keratin 60ku®. It consists of 95% Alpha Keratin, the large, spring-shaped proteins that nourish our scalp microbiome, repair damage, and reinforce hair strength, and 5% Gamma Keratin, small, globular proteins that provide hair with elasticity and flexibility, helping to reduce breakage and fall-out.

Where is Alpha Keratin 60ku CLINICAL® derived from?

It is derived from human hair, as a byproduct of the wig industry. Virtue® uses ethically sourced, untreated hair acquired from reputable suppliers that have been vetted by the Company. All hair used by Virtue has been purchased at the will of the individual sellers; never donated. The hair is hand cut, assuring quality of the hair and care for the sellers, and the hair has never been dyed or chemically treated. 

How are Flourish® products formulated?

With efficacious, cutting-edge ingredients and painstaking attention to detail. We developed these products based on the specific needs of women with thinning hair. All formulas were tested by independent, third-party panels, stylists, and formulators before being introduced to the market. All of our products are vegan, cruelty-free, gluten-free and free of parabens, phthalates, sulfates, synthetic colors and dyes.

How are Virtue Flourish® products tested?

We believe ours is the most rigorous testing ever done in the industry: a combination of clinical instrumentation testing, consumer perception, professional evaluation, and comparative performance. Flourish products are never tested on animals.

Are Virtue Flourish® products safe for color-treated hair?

Absolutely. Flourish® products will actually enhance the richness of your color while they repair your hair. All of our products are free of color-stripping sulfates.

Does coloring my hair make my hair loss worse?

Color, when applied properly by a professional, can actually make fine, thinning hair look fuller. Hair color coats the cuticle, making each individual strand appear thicker. It can help disguise thinning and create the appearance of volume and dimension. Low ammonia and/or semi-permanent formulas are gentler and tend to be better for thinning hair.

Do Flourish® products contain silicone?

Flourish products are silicone free, with the exception of the Conditioner for Thinning Hair, which contains lightweight silicones to improve slip and combability.

How long will my product last?

Trial size regimens will last for 30 days. Full size regimens will last for approximately three months. Full size shampoos and conditioners typically last 10–14 weeks, depending on how frequently you wash your hair and our volumizing styler, 12–16 weeks.

What is the PH range of Virtue Flourish® products?

Shampoo for Thinning Hair: 6.0–6.9

Conditioner for Thinning Hair: 5.6–6.0

Volumizing Styler: 5.8–6.8

Density Booster: 5.4–5.8

Are Flourish® products all natural or organic?

Virtue® is very thoughtful when selecting ingredients that we use in our products. While our formulas do contain many naturally derived ingredients, we are not “all natural” or “organic.” Our formulas are vegan, gluten free, and cruelty free.

What is the Flourish® fragrance and how was it developed?

The Flourish fragrance is a gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers, and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair. It is a functional fragrance that contains essential oils and extracts. These fragrance notes not only create a beautiful, soothing aroma, but they also contribute as performance ingredients that benefit the hair.

Is my purchase of Flourish® eligible for FSA or HSA reimbursement?

Unfortunately, treatment for hair loss is largely viewed as a cosmetic procedure, which would not be covered with a flexible spending account (FSA), health savings account (HSA), or a health reimbursement arrangement (HRA). However, treatments that treat medical conditions that produce hair loss may be covered.

Will insurance cover my purchase of Flourish®?

Unfortunately, treatment for hair loss is largely viewed as a cosmetic procedure, which would not be covered. Treatments that treat medical conditions that produce hair loss may be covered.

Where is Virtue® located?

Virtue is headquartered in Raleigh, NC, and our lab is in nearby Winston-Salem. Through a grant from the Golden Leaf Foundation, we were able to transform an old, abandoned building into a state-of-the-art manufacturing facility, where we extract and bottle our Alpha Keratin 60ku CLINICAL®.

Who do I contact with additional questions?

We are always happy to hear from you. Please contact us at or by calling us toll-free at 844-782-4247, Monday–Friday, 9AM–5PM EST.

Subscription FAQ

Can I add a discount code to a subscription order?

All subscription orders receive a 20% discount and complimentary shipping and cannot be combined with additional discounts. A single order may contain both one-time purchase items and subscription—discount codes will apply to one-time purchase items.

Can I change how often my subscription arrives?

Yes, you can change your subscription shipment interval within Subscription Settings in your Virtue account. 

Can I have multiple products on subscription? How does Flourish® work?

Yes, you can have multiple Flourish products on subscription. Select which shipment schedule works best for your hair growth goals, but please note that even if you have multiple products on subscription with similar delivery cadences, each item may ship separately.

How do I sign up for a subscription?

You must sign into or create a Virtue account to add products to subscription.

How do I change my subscription?

From your Virtue account portal, you can update the frequency of your subscription shipment, change/update your shipping and billing address, and cancel or pause your subscription(s).

How do I update my shipping address and/or billing details?

From your Virtue account portal, you change/update your shipping and billing address.

How do I add a new product to my subscription?

Sign into your Virtue account and add the newly desired subscription purchase to your cart. Proceed to checkout as normal.

Can I skip a delivery?

From your Virtue account portal, you can change your order frequency or skip an upcoming shipment.

How do I cancel my subscription? 

You can cancel or pause your subscription through your Virtue account portal. You can also contact us via Live Chat, email, or call 844-782-4247.  

I canceled my subscription but I still received my order. Why is that?

You may have canceled your subscription after it was already processed and shipped. If you don't believe this was the case, please reach out to us via Live Chat, email, or call 844-782-4247.

How will I know if my order is on its way?

You will receive an email confirmation once your order has shipped and is on its way. You can also check the status of your subscription shipment in your Virtue account portal.

I forgot my password, how can I reset it?

You can reset your password here or email

I can’t log into my account, what should I do?

You can request your account email by contacting us via Live Chat, emailing, or calling 844-782-4247. You can reset your password here.

Why aren’t all Virtue products available for subscription?

Hair growth is a natural process that takes time, commitment, and continuation of product use in order to see results. We want to reward you by sticking to your hair growth goals with an ongoing discount and complimentary shipping. Additional Virtue products may become available for subscription at a later date.

Are After Pay, Paypal, etc available for subscription?

Payment services including AfterPay and Paypal and not accepted forms of payment for any subscription orders. This is due to credential constraints on these accounts that are required by the Payment Services and cannot be changed by Virtue. If the Payment Service providers change their requirements, the service will be added as an option for Subscription purchases.

Is subscription available outside of the U.S.?

Subscription is currently only available in the U.S.

What if the products I order on subscription are out of stock?

 If your subscription product is out of stock when your re-shipment is due, you will receive an email notification of the delay and your product will ship as soon as inventory is available.

Can I return a product ordered on subscription? Will I get my money back?

Yes, you can return any product ordered on subscription for a full refund or store credit towards future purchase.

How will I be notified that my next subscription order is coming?

You will receive an email when your order ships five days before your preferred shipment delivery date.

What if I want my order early?

You can request your order be shipped earlier by contacting us through LiveChat, emailing, or calling 844-782-4247.

How do I create an account?

You can create a Virtue account here. If you have any questions, contact us through Live Chat, emailing, or by calling 844-782-4247.

Can I buy items that aren’t on subscription at the same time I buy subscription items?

Yes, you can purchase non-subscription items on the same order as your subscription purchase.