97%of women said their hair felt softer after just one use
97%of women felt their hair was less damaged
80%of women felt their hair was more manageable
Consumer Perception Study of 42 women who used Recovery Shampoo and
Conditioner for 2 weeks (10 uses).
Our PROOFis in our
Alpha Keratin 60ku® is a whole keratin protein derived from human hair, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
MEETS powerful, plant-
In addition to claiming a patented, hair-transforming protein and proven-to-work ingredients, all Virtue® products are:
Hydrolyzed QuinoaThis plant-based protein is a remarkable ingredient for hair, enhancing color, moisture retention, and shine.
Baobab Seed OilFrom the African Tree of Life (known for its ability to store water), this rich, silky oil can act as an intense emollient for dry, damaged hair.
Grapefruit ExtractLoaded with vitamin C and antioxidants, this refreshing fruit helps revitalize the scalp and returns hair’s vibrance and shine.
Full ingredient list
A rich, nurturing blend of fresh woods and clean citrus formulated with coconut and yuzu extracts.
About our Fragrances
Virtue® products utilize functional fragrances—fragrances that contain essential oils, extracts, and aromatic ingredients that are dual-purpose. Our team works with three global fragrance houses and sees hundreds of samples until they land on the perfect fragrance for each platform.
Work a quarter-sized amount of shampoo into a lather between palms. Apply to wet hair and massage into scalp, starting at the nape of your neck, and work the lather through ends. Rinse thoroughly. For best results, follow with your favorite Virtue Conditioner.
Daily or as needed
A luxurious, lathering shampoo with a clean but hydrating finish.