Formulated with our first-of-its-kind Alpha Keratin 60ku protein, Virtue Smooth Shampoo & Smooth Conditioner duo act as a powerful in-shower daily smoothing treatment for hair. They re-pave rough cuticles and reduce friction between each strand, tackling frizz at the source for haircare goes light years beyond basic cleansing. | WHAT IT IS: A moisture-rich conditioner that adds slip and hydration as you rinse. | FRAGRANCE: A restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils. | For all hair types, especially those with frizz-prone, wavy, or curly hair. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

Powered by our revolutionary Alpha Keratin 60ku protein, the 6-in-1 Styler is the ultimate multitasking product-a frizzfighter, bounce-builder, style-setter and shine-booster all in one. This lightweight formula blends seamlessly into hair without a trace, works for every hair type, and is the perfect go-to for second-day hair and achieving that “done undone” finish. | WHAT IT IS: A beautiful crème-serum that goes on sheer, with no grease or tack. | FRAGRANCE: A fresh, verdant citrus blend featuring sweet orange, cypress, and elemi essential oils | For all hair types. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

Powered by our revolutionary Alpha Keratin 60ku protein, the 6-in-1 Styler is the ultimate multitasking product-a frizzfighter, bounce-builder, style-setter and shine-booster all in one. This lightweight formula blends seamlessly into hair without a trace, works for every hair type, and is the perfect go-to for second-day hair and achieving that “done undone” finish. | WHAT IT IS: A beautiful crème-serum that goes on sheer, with no grease or tack. | FRAGRANCE: A fresh, verdant citrus blend featuring sweet orange, cypress, and elemi essential oils | For all hair types. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

Infused with our first-of-its-kind Alpha Keratin 60ku protein; specifically developed to add volume and density to fine, limp hair strands. | WHAT IT IS: A light, lacy lather that rinses clean without stripping or dehydrating hair. | FRAGRANCE: A revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils. | For all hair types looking for a boost in volume or density in strands. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

Infused with our first-of-its-kind Alpha Keratin 60ku protein; specifically developed to add volume and density to fine, limp hair strands. | WHAT IT IS: A light, lacy lather that rinses clean without stripping or dehydrating hair. | FRAGRANCE: Revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils. | For all hair types looking for a boost in volume or density in strands. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

WHAT IT IS: This next-generation shake- to-activate formula is ultra- lightweight, fast-absorbing, and never greasy. | FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods. | INGREDIENTS: With every shake, our Alpha Keratin 60ku is unleashed into the serum with Kalahari Melon Seed Oil and Tahitian Tiare Flower, infusing each strand with the freshest, most potent dose of healing proteins for a nourished, healthy glow. | Great for providing protection against damage caused by environmental pollutants. | Safe for color-treated and chemically treated hair.

Formulated with our first-of-its-kind Alpha Keratin 60ku, Virtue Recovery Shampoo and Recovery Conditioner duo behave like high-powered treatment products, depositing pure, human keratin protein directly into the hair. They work hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and color treatment. | WHAT IT IS: A rich, creamy conditioner that glides through the hair for a silky rinse out. | FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods. | For all hair types, especially hair that’s damaged or in need of extra care. Safe for color-treated and chemically treated hair. | Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.