“We have been huge fans and supporters of Virtue since its inception. The products are truly transformative; backed by a company that cares about stylists and the future of our industry.” ~ Millie & Russell / Owners
We believe in the power of hair. It reflects our personality, culture, and our roots. A visual reminder of our story.
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Recommended Products
Healing Oil
Virtue® Healing Oil is a first-of-its-kind blend of pure, hydrating oils and our powerful, reparative Alpha Keratin 60ku® protein in one bottle. Created with all hair types in mind, it’s the ultimate multi-tasker, delivering the shine, softness,...
Un-Frizz Cream
Virtue Labs Un-Frizz Cream is a leave-in treatment cream that conditions and smooths hair. It eliminates frizz and blocks humidity to keep hair sleek, shiny, and soft. Our patented Alpha Keratin 60ku®; protein binds directly to the hair, filling...
Damage Reverse Serum
Meet the leave-in treatment that instantly repairs and forever protects. Named as one of TIME’s Best Inventions of 2024, this new product revolutionizes hair repair by not only instantly repairing existing damage, but fighting future damage....