Best Virtue in 2026

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.

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.

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 luxurious, lathering shampoo with a clean but hydrating finish.

FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

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

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.

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 luxurious, lathering shampoo with a clean but hydrating finish.

FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

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.

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.

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 hair that’s damaged or in need of extra care.

OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.

For all hair types, especially those with frizz-prone, wavy, or curly hair.

OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.

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.

Formulated with our revolutionary Alpha Keratin 60ku protein, our lightweight, multi-tasking leave-in conditioning mist moisturizes, protects, and detangles hair without buildup. Hair is left softer, shinier, and overall healthier.

WHAT IT IS: A fine, lightweight milky mist spray. Detangles and hydrates with weightless moisturizers.

FRAGRANCE: A juicy, refreshing citrus fragrance with hints of flowers and detoxifying tea, plus sweet orange and lemon essential oils for added shine.

WHAT IT IS: A rich and creamy, yet weightless, luxurious mask. Glides on hair, silky to the touch.

FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

Perfect for hair left dull and dry from exposure to the elements, or damaged by color, heat styling, or chemical processing.

Strengthens and deeply conditions hair

Silkier, nourished hair

It is recommended for daily use

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 luxurious lathering shampoo with a soft and smooth finish.

FRAGRANCE: A restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils.

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 luxurious lathering shampoo with a soft and smooth finish.

FRAGRANCE: A restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils.

Infused with our first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Full Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time.

WHAT IT IS: A lightweight cream conditioner that won’t leave hair tangly or tight.

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.

OUR BRAND IS FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES. GLUTEN FREE. CRUELTY FREE.

Infused with our first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Full Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time.

WHAT IT IS: A lightweight cream conditioner that won’t leave hair tangly or tight.

FRAGRANCE: A revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.

Infused with our first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Full Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time.

WHAT IT IS: A lightweight cream conditioner that won’t leave hair tangly or tight.

FRAGRANCE: A revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.

💯 SUGAR FREE, 10 CALORIES, ALL NATURAL ENERGY - Virtue Yerba Mate is a healthy energy drink, with zero sugar & 10 calories, made with clean ingredients. A delicious clean alternative to traditional energy drinks, to give you the energy you need without any jitters or crash

🌱 POWER OF YERBA MATE - Yerba mate is a naturally energising leaf from South America, which has major health benefits. It has more antioxidants than green tea, naturally high in caffeine, packed full of essential vitamins & minerals and amino acids, to help you perform at your best

⚡️ ONE CAN = ONE CUP OF COFFEE - Each can contains the same amount of natural caffeine as the leading energy drink or a cup of coffee (80mg). A naturally sourced energy drink to achieve your goals

💯 SUGAR FREE, 10 CALORIES, ALL NATURAL ENERGY - Virtue Yerba Mate is a healthy energy drink, with zero sugar & 10 calories, made with clean ingredients. A delicious clean alternative to traditional energy drinks, to give you the energy you need without any jitters or crash

🌱 POWER OF YERBA MATE - Yerba mate is a naturally energising leaf from South America, which has major health benefits. It has more antioxidants than green tea, naturally high in caffeine, packed full of essential vitamins & minerals and amino acids, to help you perform at your best

☕️ ONE CAN = ONE CUP OF COFFEE - Each can contains the same amount of natural caffeine as the leading energy drink or a cup of coffee (80mg). A naturally sourced energy drink to achieve your goals

Our patented Alpha Keratin 60ku protein binds directly to the hair, filling and smoothing cracks and crevices along the cuticle, no chemical treatments or heavy waxes needed. It adjusts to the unique needs of any hair type—straight hair becomes sleeker, wavy hair grows smoother, curls gain definition, and frizz is tamed across the board.

WHAT IT IS: Rich and nourishing, yet clean and lightweight. It melts instantly into the hair, leaving it softer and smoother, with no oiliness or film.

FRAGRANCE: A restorative blend of herbs, fruit, and citrus incorporating soothing lavender and fresh mint essential oils.

Chock-full of our patented Alpha Keratin 60ku protein, the Split End Serum mends and seals frayed, brittle ends on contact, restoring hair to its pre-damaged state. It takes repair to a whole new level, actually restoring the color and vibrancy of fragile hair as it reinforces damaged ends.

WHAT IT IS: A lightweight crème-serum that glides through the hair, infusing the cuticle only where it’s needed. Additionally, it leaves no residue or coating.

FRAGRANCE: A rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.

Ideal for anyone experiencing hair loss and/or shediding

A lightweight, fast-absorbing spray that leaves no residue

Infuses follicles with nutrient-rich vitamins, antioxidants, and our unique protein blend to support new growth so that hair can thicken and thrive

Ideal for anyone experiencing hair loss and/or shediding

Lightweight, detangling formula

Safe for color-treated and chemically treated hair.

A rich, hydrating, and creamy conditioner that locks in moisture.

Ideal for a broad range of soft waves to highly textured curl patterns.

Safe for color-treated and chemically treated hair.

[Total Protection] - 3D molded pads form around your elbow for optimal guard without sacrificing durability, mobility, or comfort

[Built To Win] – Durable tear-resistant surfaces | Padded stretch zones | Reinforced slide guard

[Lightweight Design] - 30% lighter than competing pads | High density molded foam | Lightweight impact protection

[Total Protection] - 3D molded pads form around your elbow for optimal guard without sacrificing durability, mobility, or comfort

[Built To Win] – Durable tear-resistant surfaces | Padded stretch zones | Reinforced slide guard

[Lightweight Design] - 30% lighter than competing pads | High density molded foam | Lightweight impact protection