100%of women said their hair was immediately shinier
94%of women felt their hair looked repaired after one use
98%of women said their hair was polished, nourished, silkier, healthier, and protected from environmental stressors after 8 hours
100%of women felt this product did not leave hair greasy or weighed down after 1 week of use
Consumer perception study conducted on 50 respondents immediately,
after 8 hours, 3 days and 1 week of product usage.
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:
TocopherolThis natural form of vitamin E, a strong antioxidant, helps to neutralize free radicals created from exposure to UVlight or pollution.
Tahitian Gardenia Flower ExtractNative to Western Polynesia, this botanical extract is a sacred and ageold remedy used to to strengthen weak and damaged hair.
Kalahari Melon Seed OilNative to the Kalahari Desert in Southern Africa, the Kalahari Melon is high in antioxidant and hydrating properties, having adapted from its life in a harsh desert habitat. It protects the hair from the damaging effects of environmental aggressors and works to nurture dry, brittle, and damaged hair, shielding it against moisture loss.
Full ingredient list
A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.
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.
Shake well before each use to mix key ingredients and activate the formula. Pump a few drops into hands and work throughout damp and/or dry hair. Style as desired.
Daily or as needed
This next-generation shake-to-activate formula of clear oils is ultra-lightweight, fast-absorbing, and never greasy.