97%of women said their hair looked smoother
97%said hair looked healthier
80%felt their hair looked smoother and more hydrated
Consumer Perception Study of 51 women who used Smooth Shampoo and Conditioner
and Un-Frizz Cream for 1 week
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:
Pink PomeloA nutrient-rich citrus fruit full of vitamin A, C, B1, and zinc to give hair a shot of vitality.
PhospholipidsDerived from natural soybeans to help fight frizz and protect against humidity.
Gotu KolaA multitasking Indian herb that promotes strength, smoothness, and luster.
Full ingredient list
A restorative blend of herbs, fruit, and citrus incorporating soothing lavender and fresh mint essential oils.
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-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather, and rinse. Follow with Smooth Conditioner, rinse thoroughly.
Daily or as needed
A luxurious lathering shampoo with a soft and smooth finish.