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Shampoos & Conditioners
Nourish and replenish, volumize and thicken, or smooth and silken with gentle yet high-performing formulas designed to give you your strongest, healthiest hair in as few as five washes.
Detox & Purify
Refresh and reinvigorate with the purifying, detoxifying essentials that take hair and scalp back to their lightest, cleanest states.
Volumize, protect, perfect, and more with the multitasking stylers that heal hair while they work.
They’re fan favorites for a reason. Shop our award-winning best sellers formulated to repair, hydrate, nourish, and protect hair.
Science and beauty collide to give you hair health you can feel and results you can see. Dr. Luke Burnett, a retired US Army Colonel was working in regenerative medicine when he found a way to extract keratin from ethically sourced human hair. Enter: Alpha Keratin 60ku®, an all-natural protein identical to the keratin that makes up 90% of our hair. All Virtue® products include Alpha Keratin 60ku®, which binds directly to damaged strands, refilling keratin that’s eroded over time due to styling, color processing, and environmental factors. With renewed strands, hair is stronger, shinier, and overall healthier. This hair-healing ingredient is clinically proven to transform hair in as few as five uses––and you won’t find it anywhere else. It repaves, repairs, and restores damaged hair in real time. With every wash, style, and restyle, hair is one step closer to its healthiest version yet.