SHOP VIRTUE BESTSELLERS

£59.00

Virtue Flourish Thickening Styling Treatment 120ml

£44.00

£67.00

VIRTUE One for All 6-in-1 Styler Cream 120ml

£34.00

Meet the most scientifically advanced hair care ever made.

Virtue®'s patented Alpha Keratin 60ku® is an all-natural keratin protein originally used to heal the wounded skin of soldiers. Now it’s clinically proven to heal hair. See the results for yourself.

SHOP VIRTUE

Shop By Hair Concern

REPAIR DAMAGED HAIR

Virtue’s patented, proprietary protein is clinically proven to repair and strengthen damaged hair. That means shinier, thicker, more gorgeous strands.

SHOP NOW

VOLUMIZE FINE OR FLAT STRANDS

Bring body and fullness to fine hair with Virtue’s root-boosting, hair-healing formulas featuring Alpha Keratin 60ku®.

SHOP NOW

HAIR GROWTH STARTS HERE

Flourish® helps balance the scalp microbiome while thickening and repairing strands so hair looks incredible while you’re growing more.

SHOP NOW

CURL CARE UNLIKE ANY OTHER

Clinically proven to decrease breakage, strengthen strands & repair damage so curls are hydrated, defined, protected, and full of life.

SHOP NOW

DEFY FRIZZ 24/7

Seal the cuticle to lock in moisture and block out humidity for smooth, strong, hydrated styles.

SHOP NOW

TREAT & STYLE ALL TYPES & TEXTURES

All Virtue® treatments and stylers contain a patented & proprietary protein, making hair stronger and healthier than it was before.

SHOP NOW

ABOUT VIRTUE LABS

Beauty and biotech collide with the first and only hair care to use Alpha Keratin 60ku®, a whole keratin protein that’s nearly identical to the protein that makes up hair, skin, and nails. This wonder-working hair healer, paired with nourishing, hydrating ingredients, creates results-driven formulations unlike anything else.

SHOP NOW