Virtue Users are the Most Loyal Clients
That's because we've got clinically-proven hair care and an all-natural protein that nobody else does. Born from biotechnology, our proprietary protein, Alpha Keratin 60ku®, makes hair stronger, smoother, thicker, and more resilient than ever before—and clients notice the Virtue® difference. When you join the Pro Community, you’ll receive a FREE trial box worth $200.
The Power of Protein in Every Product
Our innovative, self-regulating protein, Alpha Keratin 60ku®️, takes every Virtue product to its fullest, hair-healing potential.
Extraordinary shampoos that rebuild and restore with each use
Infuse hair with softness, shine, and manageability without weighing it down
Balance-restoring products for your healthiest hair yet
Reverse damage with transformative treatments that heal, nourish, and repair
Multitasking stylers that help lift, hold, protect, and perfect the look you want
Using a clinical-version of our Alpha Keratin, Flourish products enrich the scalp and create fertile ground for healthy new growth while thickening and strengthening the hair you have
Color-enhancing products that increase vibrancy, hydrate, protect from heat, and help hues last longer between salon visits
Real Technology, Real Results
Virtue® users see a dramatic difference in just five washes, including a 42% decrease in breakage.
The Most Awarded New Hair Brand
Virtue has won more than 60 editorial or industry awards (and counting!) in our 5 years of commercialization! We’ve welcomed over 30 billion press impressions in 2022 to-date.
Sign Up For Your Free Trial Box
When you become a Virtue Pro, you’re not only sharing the world’s only all-natural, healing, keratin formulas with the world, you’re starting with a trial box worth over $200 full of award-winning and best-selling travel-size products.
*Kit contents may vary from photo.
From Our Stylist Community
Industry icons from across the globe have joined the Virtue Pro Community to give their clients their best hair humanly possible.
Creative Director & Celebrity Stylist
"I know what it takes to have beautiful hair and it starts with a healthy foundation. The first time I tried Virtue products, I knew I had to be part of this team. I was drawn in by the results. I have never used a line in which the technology restored the luster and health of the hair immediately. These products offer women the texture they are looking for in styling to ensure every day is her best hair day. My mission is for Virtue to simplify our relationship with our hair in order to achieve the best results possible."
Adir Abergel
Brand Ambassador & Celebrity Colorist
“How lucky was I to have found such a beautiful line of products thanks to Tony Pham at La + Co. But also not only the best range in the biz but a brand that really does what it claims to do, and to work with a wonderful group of people that are passionate and genuine.”
Nicola Clarke
"My biggest thing in hair is healthy hair first. The one thing that drew me to Virtue is the human keratin that’s in every single product—it opens the door to allow the healing process and for the hair to mend. It not only regenerates and creates a healthier hair strand, but it allows my clients to grow their hair longer and maintain shine; the strength, softness, and manageability of that actually help to hold hairstyles longer."
Chris Jones
Brand Ambassador & Master of the Modern Bob
Brand Ambassador & Creator of Future-Proof Hair
"After 15 years in the hair industry, I didn’t think there was anything that could surprise me. Then I was introduced to Virtue Labs. It was seeing the amazing results this technology has on damaged hair that made me want to stock it in my salons. I'm always looking for new ways to do things, carving my own path rather than following what is considered to be the industry standard. I think this is the mentality of the team behind Virtue Labs."
Jaye Edwards
"I am beyond grateful and excited to be brought on as part of the Virtue Labs family. I’m so eager to share with my friends and clients about how Virtue has changed the way I do hair and to be able to bring this experience to them!"
Rena Calhoun
Brand Ambassador & Celebrity Stylist
"So happy to say I’m officially part of the Virtue Labs family. A brand that truly celebrates women and the beauty of their hair through real science and research."
Xavier Velasquez
Brand Ambassador & Celebrity Stylist
"Can you tell how happy I am to be a part of such an AMAZING TEAM! EVERYTHING Virtue Labs does is in excellence! Having game-changing hair care is one thing, but the people who create and support it...WOW."
Kindale Godbee
Brand Ambassador & Natural Texture Expert
"ColorKick® helped me to create color that has never been done before. I can push the hair further, and I make them as blonde as possible. I make women feel confident, and beautiful. It’s everything to them."
Liz Jung
Brand Ambassador & Celebrity Colorist
"This revolutionary system really does work. Hearing testimonials and seeing the results on my clients is the most fulfilling feeling for me. So grateful to be a part of an incredible company."
Christine Chavez
Brand Ambassador & Master Colorist
"I really like the product line Virtue, and I love the line because it’s very healing. It has Alpha Keratin in it that actually fills in the hair and strengthens the hair. As you lighten the hair and pull the pigment out, it becomes a little bit more hallow. With Virtue, all of their products have Alpha Keratin where it’s healing every time you use it. I stand by these products because I like to introduce people to these transformations, but then let them be on their own with good products, so they don’t have to keep checking in with me."
Daniel Moon
Brand Ambassador & Celebrity Colorist