VIRTUE

Virtue® is the first and only hair care with Alpha Keratin 60ku®, a powerful protein that’s clinically proven to give you stronger, healthier in as few as five uses. It’s so similar in structure to the keratin that makes up our hair, it’s able to bond to damaged sites and weave broken keratin strands back together naturally, making hair whole again.

This brand has been affected by tariff-related price increases. We remain committed to offering you the best value and are working closely with our brand partners to minimize cost impacts. If tariffs are removed, pricing will be adjusted accordingly.

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  1. CLEARANCE VIRTUE Recovery Conditioner
    75% off
    CLEARANCE VIRTUE Recovery Conditioner
  2. CLEARANCE VIRTUE Flourish Conditioner Thinning Hair
    75% off
    CLEARANCE VIRTUE Flourish Conditioner Thinning Hair
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  4. CLEARANCE VIRTUE Refresh Dry Shampoo
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    CLEARANCE VIRTUE Refresh Dry Shampoo
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  9. CLEARANCE VIRTUE Frizz Block™ Smoothing Spray
    75% off
    CLEARANCE VIRTUE Frizz Block™ Smoothing Spray
  10. CLEARANCE VIRTUE Curl-Defining Whip
    75% off
    CLEARANCE VIRTUE Curl-Defining Whip
  11. VIRTUE Flourish Thickening Styling Treatment
    75% off
    VIRTUE Flourish Thickening Styling Treatment
  12. VIRTUE Flourish Shampoo
    VIRTUE Flourish Shampoo
  13. VIRTUE Flourish Conditioner Thinning Hair
    VIRTUE Flourish Conditioner Thinning Hair
  14. VIRTUE 6-In-1 Styler Cream
    VIRTUE 6-In-1 Styler Cream
  15. VIRTUE Flourish Hair Rejuvenation Treatment Kit
    VIRTUE Flourish Hair Rejuvenation Treatment Kit
  16. VIRTUE Damage Reverse™ Hair Serum
    VIRTUE Damage Reverse™ Hair Serum
  17. VIRTUE Flourish Manta Brush
    VIRTUE Flourish Manta Brush
  18. VIRTUE Flourish Hair Mask For Thinning Hair
    VIRTUE Flourish Hair Mask For Thinning Hair
  19. VIRTUE Scalp Remedy Shampoo
    VIRTUE Scalp Remedy Shampoo
  20. VIRTUE Overnight Scalp & Hair Elixir
    VIRTUE Overnight Scalp & Hair Elixir
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FAQ

  • Absolutely! Virtue is a gluten-free brand

  • Alpha Keratin 60ku® is Keratin in its purest form that makes up 90% of our hair, skin and nails. Our bodies recognize it as our own, so it is pulled to where it's needed, strand by strand, smoothing, resurfacing and filling in cracks of damage

  • Virtue is a vegan brand that is also sulphate-free, paraben-free, cruelty-free and free of phthalates and synthetic color/dyes

  • Yes, Virtue Flourish is an excellent option for thinning hair! Virtue Flourish offers a new approach to female hair loss featuring two different regimens powered by groundbreaking keratin proteins. Flourish™ purifies the follicles, nourishes the microbiome, and creates fertile ground for healthy growth. As each new hair emerges, it’s nourished and strengthened so it can survive and thrive

  • These Virtue kits are a one stop shop, created to give you all the best products within the regieme of your choice to help you achieve your hair goals