Meet Virtue – Your Damaged Hair Rescue is Here

Lorie Knickle April 29, 2021
Virtue is here and we're so excited to welcome this extraordinary collection to our shelves and online store! Bringing game-changing hair repair like we’ve never seen before, our stressed locks are breathing a sigh of relief. Help is on the way! So what makes Virtue a hair rescue hero? Let's dive in. 
Virtue is not your average brand. Launched in 2017, it's the first and only company to use Alpha Keratin 60ku®, a pure keratin protein. Many products contain protein, but Alpha Keratin 60ku® is different. It's the first and only pure keratin protein derived from ethically sourced human hair. Because this keratin comes directly from human hair, it results in a protein that is almost identical to the keratin in our own hair, skin and nails, so our bodies welcome it as our own. This is the first time human keratin has been used in hair care. Where is the keratin sourced from? Virtue uses ethically sourced, untreated human hair to extract Alpha Keratin 60ku®. 
Alpha Keratin 60ku® binds directly to damaged areas in hair strands to repair them and restore health. The result? Shine. It also helps heal micro tears in the scalp while repairing tears in the hair shaft.
virtue for Damaged Hair
This scientific discovery gives dramatic results. And it is all thanks to Dr. Luke Burnett, a retired US Army Colonel working in regenerative medicine, who discovered the way to extract keratin from hair.
While Virtue’s star ingredient is Alpha Keratin 60ku®, there are additional features that make Virtue an exciting choice. Formulas are colour safe, cruelty free, gluten free and made close by in the USA. They contain no parabens, sulfates, phthalates, synthetic colours or dyes.
Virtue Hair Care Swatches
The sulfate-free formulas lather luxuriously, using new technology in sulfate-free surfactants, to produce lather that is neither stripping nor drying, making them colour-safe.
Virtue’s fragrances are multi-functional. The fragrances contain essential oils and extracts to support each specific hair type, so they not only create a beautiful and luxurious aroma, but also contribute to performance.
Without further ado, let’s meet the line-up!
Virtue for Damaged hair


Hair Care

Shampoo for damaged hair
conditioner for damaged hair

Recovery Shampoo and Conditioner

Ideal for all hair types, particularly hair that’s stressed and damaged and in need of extra care.

Rebuild damaged hair with each use. With a blend of Alpha Keratin 60ku®, hydrolyzed quinoa, baobab seed oil and grapefruit extract, frayed cuticles and ends are repaired to promote health, shine and manageability.

damaged hair repair
damaged hair repair

Smooth Shampoo and Conditioner

Ideal for all hair types, particularly frizz-prone, wavy and curly hair.

Cleanse and refine textured hair. Alpha Keratin 60ku®, phospholipids (molecules derived from soybeans), gotu kolo and pink pomelo (in the conditioner) work together to seal and smooth the cuticle to lock in moisture and lock out frizz. 

voluminous hair
voluminous hair

Full Shampoo and Conditioner

Ideal for all hair types, especially those that can benefit from a boost of fullness, particularly fine and limp hair.

Alpha Keratin 60ku®, phospholipids, pink pomelo and artichoke leaf (in the conditioner) add density and thickness without adding weight, for hair that's full of life.

Virtue for Damaged Hair

Correct Collection

Turn the tables on your damaged, stressed hair with the Correct line. This line-up of problem-solvers work hard to fix some of hair's most challenging issues. 

damaged hair repair
damaged hair repair
The Restorative Treatment Mask performs a 180 on damaged hair. Hair’s health is restored in 3 minutes with this ultra-nourishing and super-strengthening mask.
Calm frizzy hair and give an instant dose of smooth with Un-Frizz Cream, a treatment cream that instantly transforms hair’s texture.
damaged hair repair
damaged hair repair
Correct Healing Oil is the first-and-only hair oil built with a powerful healing protein to instantly smooth and protect dry hair.
Mend broken, frayed ends while protecting against future fraying with Split End Serum.

Scalp Care

Purifying Must-Haves

A healthy scalp leads to healthy hair. Bring your scalp and hair back to its cleanest state with products that work to purify, detox and invigorate. 

 scalp health
scalp health
Exfoliating Scalp Treatment lifts aged cells and impurities from hair follicles to detoxify and replenish moisture balance.
The Topical Scalp Supplement helps balance the scalp’s delicate ecosystem overnight infusing the scalp with nutrients using pure Alpha Keratin 60ku®, B vitamins, peptides and prebiotic activity. 
Virtue purifying shampoo
Virtue leave-in
Clarify weekly with Purifying Shampoo for a deep detox that gently removes excess oil, product residue and environmental irritants.
Follow up with the lightweight Purifying Leave-in Conditioner to gently nourish, protect and detangle without build-up.

 Styling for Damaged Hair


It’s time to play! All of Virtue’s styling products feature Alpha Keratin 60ku® to further nourish and strengthen your hair while you style. 

styling for damaged hair
Great styles start with a great foundation! Volumizing Primer is a fine mist spray that builds style memory at the root and creates volume to lay the foundation making styling easier and longer-lasting. The weightless formula makes it perfect for finer hair types.
For an extra hardworking primer, choose the 6-in-1 Styler to prime, protect, polish, shape and more! It's perfect for dry hair that craves moisture, flyaways in need of polishing and shapeless manes looking for extra definition.
Virtue dry shampoo
Give fine, limp hair a kick with Volumizing Mousse to provide body and bounce. 
Refresh your roots the next day with Dry Shampoo – an invigorating pick-me-up for second-day hair.
voluminous hair
Texture is a trend that's here to stay and Virtue helps you get it two ways: with their Lifting Powder and Texturizing Spray. The Lifting Powder contains invigorating texture enhancers and provides targeted root lift to give life to fine flat hair. The Texturizing Spray infuses hair with immediate, flexible, buildable texture to enhance definition and add shine.

Are you ready to restore your damaged hair and love your refreshed, healthier, shinier locks? Shop Virtue and stock up on damaged hair shampoos, conditioners, treatments and styling now for amazing results.


Curly Updo | Recreate This Look with Paul Mitchell

We all know the frustration of trying to style our hair on a humid day, but what if we told you there was a way to have fun with yo...

Half Up Half Down | Recreate This Look with Loma

Are you looking for a hairstyle that can offer versatility? This half up, half down look can be glammed up or down based on any occ...

Front Twists | Recreate This Look with DevaCurl

Are you a curly gal? If so, you've probably heard of the DevaCurl line of haircare products. They're formulated for all types of te...

Leave a comment

Please note, comments must be approved before they are published