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Virtue Labs
Virtue Labs Cleanse & Hydrate
Virtue Treat & Repair
Virtue Labs Stylers
Virtue Detox & Purify
Virtue Labs for Hair Loss
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SHOP VIRTUE BESTSELLERS

VIRTUE Damage Reverse Serum 50ml

Recommended Retail Price: £59.00Current price: £41.30
VIRTUE Flourish Thickening Styling Treatment 120ml

Recommended Retail Price: £44.00Current price: £30.80
VIRTUE Restorative Treatment Mask 150ml

Recommended Retail Price: £67.00Current price: £46.90
VIRTUE One for All 6-in-1 Styler Cream 120ml

Recommended Retail Price: £34.00Current price: £23.80
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Meet the most scientifically advanced hair care ever made.

Virtue®'s patented Alpha Keratin 60ku® is an all-natural keratin protein originally used to heal the wounded skin of soldiers. Now it’s clinically proven to heal hair. See the results for yourself.
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Shop By Hair Concern

REPAIR DAMAGED HAIR

Virtue’s patented, proprietary protein is clinically proven to repair and strengthen damaged hair. That means shinier, thicker, more gorgeous strands.

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VOLUMIZE FINE OR FLAT STRANDS

Bring body and fullness to fine hair with Virtue’s root-boosting, hair-healing formulas featuring Alpha Keratin 60ku®.

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HAIR GROWTH STARTS HERE

Flourish® helps balance the scalp microbiome while thickening and repairing strands so hair looks incredible while you’re growing more.

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CURL CARE UNLIKE ANY OTHER

Clinically proven to decrease breakage, strengthen strands & repair damage so curls are hydrated, defined, protected, and full of life.

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DEFY FRIZZ 24/7

Seal the cuticle to lock in moisture and block out humidity for smooth, strong, hydrated styles.

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TREAT & STYLE ALL TYPES & TEXTURES

All Virtue® treatments and stylers contain a patented & proprietary protein, making hair stronger and healthier than it was before.

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ABOUT VIRTUE LABS

Beauty and biotech collide with the first and only hair care to use Alpha Keratin 60ku®, a whole keratin protein that’s nearly identical to the protein that makes up hair, skin, and nails. This wonder-working hair healer, paired with nourishing, hydrating ingredients, creates results-driven formulations unlike anything else.
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