One breakthrough scientific discovery changed hair care forever: the power of Alpha Keratin 60ku® – the core ingredient in every VIRTUE hair product.
Shampoos, conditioners, treatments & stylers are expertly crafted to transform the hair into its most beautiful, healthy state in as little as 5 uses.
One revolutionary ingredient. A lifetime of your best hair humanly possible.
FROM HEALING WOUNDED WARRIORS TO HEALING HAIR
Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair.
There have been many moments of happenstance (and quite a bit of luck) on our journey to creating Virtue. The first was when an intern at the lab was bold enough to ask, “Would this protein work on hair?” Turns out, after some testing, it did. In fact, the results it produced in hair were nothing short of amazing.
We set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done.
A DIFFERENT WAY OF DOING THINGS
Virtue is built by a team of believers, optimists, and do-gooders. VIRTUE LABS invest in innovation and detail.
And above all, VIRTUE takes much care to make a real, impactful difference, which means they only make products that deliver on what they promise.
VIRTUE IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.
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Damage Reverse Serum VIRTUE
370 lei (TVA inclus)THE CLINICALLY PROVEN HAIR REPAIR SOLUTION THAT PROTECTS, PREVENTS, AND INSTANTLY REVERSES DAMAGE Damage Reverse™…
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Volumizing Mousse VIRTUE
250 lei (TVA inclus)Volumizing Mousse VIRTUE LABS instantly thickens hair, adds body, bounce, and flexible hold for a…
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Flourish Hair Mask VIRTUE
400 lei (TVA inclus)Flourish Hair Mask VIRTUE LABS is a whipped and creamy yet weightless treatment formulated for…
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Frizz Block Smoothing Spray VIRTUE
250 lei (TVA inclus)Frizz Block Smoothing Spray VIRTUE LABS is a weightless spray that creates an impenetrable veil…
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Refresh Dry Shampoo VIRTUE
110 lei – 220 lei (TVA inclus)Refresh Dry Shampoo VIRTUE IS a lightweight, invisible dry shampoo that removes build-up, oil, and…
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Colorkick De-Brassing Shampoo VIRTUE
230 lei (TVA inclus)ColorKick® De-Brassing Shampoo is the only toning shampoo that uses all-natural botanicals and 100% natural…
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Flourish Density Booster VIRTUE
270 lei (TVA inclus)Virtue Flourish Density Booster is a potent, 100% drug-free, botanical-based nutrient infusion for the scalp.…
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Flourish Conditioner VIRTUE
250 lei (TVA inclus)Virtue Flourish Conditioner for Thinning Hair is a hair strengthener, hydrator, and detangler all in…
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Flourish Shampoo VIRTUE
240 lei (TVA inclus)Virtue Global Flourish Shampoo for Thinning Hair delicately stimulates the scalp and removes buildup. It…
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Recovery Conditioner VIRTUE
250 lei (TVA inclus)Nourish dry, damaged, depleted hair back to hydrated health. Virtue® Recovery Conditioner is a rich,…
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Recovery Shampoo VIRTUE
230 lei (TVA inclus)Nourish dry, damaged, depleted hair back to hydrated health. Virtue® Recovery Shampoo works to rebuild…
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Smooth Conditioner VIRTUE
250 lei (TVA inclus)Turn unruly, frizz-prone strands into manageable hair on its best behavior. Virtue® Smooth Conditioner eliminates…
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Smooth Shampoo VIRTUE
230 lei (TVA inclus)Turn unruly, frizz-prone strands into manageable hair on its best behavior. Virtue® Smooth Shampoo works…
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Full Shampoo VIRTUE
230 lei (TVA inclus)Turn up the volume on fine, flat hair for maximum movement and bounce. Virtue® Full…
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Healing Oil VIRTUE
240 lei (TVA inclus)Virtue Healing Oil is a lightweight serum that infuses hair with an instant dose of…
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Full Conditioner VIRTUE
250 lei (TVA inclus)Turn up the volume on fine, flat hair for maximum movement and bounce. Virtue® Full…
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6 In 1 Styler VIRTUE
190 lei (TVA inclus)Prime, polish, protect, and more with this hardworking universal styling cream. Virtue® 6-in-1 Styler is…
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Treatment Mask VIRTUE
190 lei – 380 lei (TVA inclus)Do a 180 on damaged hair. Transform hair’s health in 3 minutes with the ultra-nourishing,…
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Polish Unfrizz Cream VIRTUE
240 lei (TVA inclus)Give hair an instant dose of smooth with this transformative treatment. Virtue® Un-Frizz Cream is…
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Perfect Ending Split End Serum VIRTUE
230 lei (TVA inclus)Seal, smooth, and mend frayed ends with a treatment that nourishes and protects from future…
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Exfoliating Scrub VIRTUE
250 lei (TVA inclus)A light, dual-action whipped crème that detoxifies scalp of build-up and impurities while providing residue-free…
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Scalp Topical Treatment VIRTUE
300 lei (TVA inclus)Restore scalp to a healthy state nightly with this highly potent, feather-light serum that goes…
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Purifying Shampoo VIRTUE
180 lei (TVA inclus)Whisk away the impurities that can weigh down hair and make it lifeless with this…
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Recovery Discovery Travel Kit VIRTUE
220 lei (TVA inclus)Everyday nourishment for all hair type. Renew dehydrated hair with every wash with Virtue(R)’s nourishing…
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Smooth Discovery Travel Kit VIRTUE
220 lei (TVA inclus)Fight frizz and polish hair from root to end. “Refine, defrizz, and hydrate hair with…
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Full Discovery Travel Kit VIRTUE
220 lei (TVA inclus)Volumize, revive, and nourish flat hair back to life. “Get maximum lift with a hydrating…