VIRTUE Labs Hair Products

Discover VIRTUE haircare, powered by the brand’s exclusive Alpha Keratin 60ku® protein technology. Shop shampoos, conditioners, hair masks, styling products, and damage-repair treatments designed to...
Discover VIRTUE haircare, powered by the brand’s exclusive Alpha Keratin 60ku® protein technology. Shop shampoos, conditioners, hair masks, styling products, and damage-repair treatments designed to strengthen, smooth, hydrate, and improve the look and feel of damaged hair. Explore VIRTUE at Exclusive Beauty Club for science-backed haircare for healthier-looking, more resilient...

Discover VIRTUE haircare, powered by the brand’s exclusive Alpha Keratin 60ku® protein technology. Shop shampoos, conditioners, hair masks, styling products, and damage-repair treatments designed to strengthen, smooth, hydrate, and improve the look and feel of damaged hair. Explore VIRTUE at Exclusive Beauty Club for science-backed haircare for healthier-looking, more resilient strands.

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  • Virtue Recovery Damage Reverse Serum 1.7 oz with Alpha Keratin that repairs mends and strengthens damaged hair
    VIRTUE Damage Reverse Serum
    {"type":"root","children":[{"type":"paragraph","children":[{"type":"text","value":"The only hair repair solution to reverse damage, reinforce strength, and reduce breakage by 2x with the highest concentration of Alpha Keratin 60ku.","italic":true}]}]}
    $38.00
    $38.00
    More sizes available
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  • VIRTUE Healing Gloss 175 ml blue bottle hair shine treatment with Alpha Keratin
    VIRTUE Healing Gloss
    {"type":"root","children":[{"type":"paragraph","children":[{"type":"text","value":"Instantly 2.5x more shine, while repairing damage and leaving hair ultra-smooth through 5 washes.","italic":true}]}]}
    $44.00
    $44.00
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  • VIRTUE Healing Oil
    VIRTUE Healing Oil
    {"type":"root","children":[{"type":"paragraph","children":[{"type":"text","value":"Smooth and protect dry, damaged hair in an instant with the first-and-only hair oil built with Virtue's powerful human protein.","italic":true}]}]}
    From $28.00
    From $28.00
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  • Virtue Restorative Treatment Mask jar with Alpha Keratin 60ku for dry damaged hair 5 oz
    VIRTUE Restorative Treatment Mask
    Revive dry, damaged hair with VIRTUE Restorative Treatment Mask, a deeply conditioning hair repair mask that rebuilds, strengthens and silkens without weighing hair down. Powered by VIRTUE's proprietary Alpha Keratin 60ku®, this lightweight treatment delivers an intense boost of hydration and conditioning in just...
    From $36.00
    From $36.00
    More sizes available
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  • VIRTUE Strength & Shield Leave-In Conditioner 5 oz
    VIRTUE Strength & Shield Leave-In Conditioner
    Protect fragile hair from damage before it starts with VIRTUE Strength & Shield Leave-In Conditioner, a lightweight, multitasking leave-in treatment that instantly detangles, strengthens and softens while boosting elasticity. Powered by patented Alpha Keratin 60ku®, it reinforces the hair cuticle while protecting strands against...
    $38.00
    $38.00
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  • VIRTUE 6-in-1 Styler
    VIRTUE 6-in-1 Styler
    Style, smooth and protect in one easy step with VIRTUE 6-in-1 Styler, a lightweight styling cream that delivers softness, shine and light hydration while strengthening and polishing hair. Powered by VIRTUE's reparative Alpha Keratin 60ku®, this sheer crème-serum helps protect against heat damage while...
    From $20.00
    From $20.00
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  • VIRTUE Curl Conditioner 6.7 oz
    VIRTUE Curl Conditioner
    Hydrate, define and strengthen curls without weighing them down with VIRTUE Curl Conditioner. Powered by patented Alpha Keratin 60ku®, this nourishing, sulfate-free conditioner weightlessly detangles, fights frizz and replenishes moisture while helping repair cuticle damage and restore elasticity for soft, silky and strong curls....
    $44.00
    $44.00
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  • Front of Virtue Texturizing Spray 5.0 oz aerosol that volumizes and adds texture and shine to hair
    VIRTUE Texturizing Spray
    Build touchable texture, boost volume and add effortless definition with a lightweight, non-sticky finish. Create instant body, definition and effortlessly undone texture with VIRTUE Texturizing Spray. Powered by patented Alpha Keratin 60ku®, this lightweight dry texture spray delivers flexible, buildable hold while helping replenish...
    $42.00
    $42.00
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  • Virtue Curl Shampoo 8 oz bottle with Alpha Keratin that hydrates nourishes and repairs curly hair
    VIRTUE Curl Shampoo
    Gently cleanse, hydrate and define curls without stripping essential moisture. Cleanse curls while maintaining their natural moisture and definition with VIRTUE Curl Shampoo. Powered by patented Alpha Keratin 60ku®, this rich, non-drying shampoo gently removes excess oil and buildup while helping repair damage and...
    $44.00
    $44.00
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  • Virtue Flourish Conditioner for Thinning Hair 6.7 oz tube with Alpha Keratin that nourishes thickens and detangles
    VIRTUE Flourish Conditioner for Thinning Hair
    Nourish, strengthen and visibly thicken fragile, thinning hair without weighing it down. Nourish fragile strands while supporting the appearance of thicker, fuller hair with VIRTUE Flourish Conditioner for Thinning Hair. Specifically developed for fine, fragile and thinning hair, this lightweight conditioner hydrates, strengthens and...
    $46.00
    $46.00
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  • Virtue Flourish Density Booster 4 oz spray with Alpha Keratin that stimulates strengthens and thickens thinning hair
    VIRTUE Flourish Density Booster
    Support healthy hair growth, reduce fallout and promote thicker, fuller-looking hair with a lightweight daily scalp treatment. Support thinning hair from the scalp with VIRTUE Flourish Density Booster, a drug-free, botanical-based daily scalp treatment clinically proven as part of the Flourish regimen to support...
    $52.00
    $52.00
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  • Virtue Flourish Shampoo for Thinning Hair 8 oz bottle with Alpha Keratin that detoxifies volumizes and repairs
    VIRTUE Flourish Shampoo for Thinning Hair
    Gently cleanse, detoxify and volumize thinning hair while supporting a healthy scalp environment for fuller, stronger-looking strands. Create the ideal foundation for healthier, fuller-looking hair with VIRTUE Flourish Shampoo for Thinning Hair. Designed specifically for hair experiencing thinning, this gentle, sulfate-free shampoo removes buildup,...
    $46.00
    $46.00
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  • Virtue Full Conditioner 6.7 oz tube with Alpha Keratin that conditions thickens and revives fine or flat hair
    VIRTUE Full Conditioner
    Condition, thicken and volumize fine, limp hair without weighing it down. Deeply moisturize while creating lasting volume, body and fullness with VIRTUE Full Conditioner. Powered by patented Alpha Keratin 60ku®, this lightweight volumizing conditioner was specifically developed to add density and body to fine,...
    From $44.00
    From $44.00
    More sizes available
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  • Virtue Full Shampoo 8 oz bottle with Alpha Keratin that cleans thickens and volumizes fine or flat hair
    VIRTUE Full Shampoo
    Gently cleanse, lift roots and build weightless volume for thicker, fuller-looking hair. Cleanse away excess oil while creating lasting volume and body with VIRTUE Full Shampoo. Powered by patented Alpha Keratin 60ku®, this lightweight thickening shampoo lifts at the roots and plumps the appearance...
    From $44.00
    From $44.00
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  • Virtue Recovery Conditioner 6.7 oz tube with Alpha Keratin that hydrates softens and renews damaged hair
    VIRTUE Recovery Conditioner
    Deeply hydrate, repair and strengthen damaged hair while restoring softness, shine and manageability. Restore dry, damaged and overworked hair with VIRTUE Recovery Conditioner, a rich, luxurious conditioner designed to deliver intensive hydration while repairing damage caused by heat styling, chemical processing and color treatments....
    From $44.00
    From $44.00
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  • Virtue Recovery Shampoo 8 oz bottle with Alpha Keratin that cleans replenishes and nourishes damaged hair
    VIRTUE Recovery Shampoo
    Gently cleanse, repair and strengthen dry, damaged hair while restoring moisture, softness and shine. Repair damage with every wash with VIRTUE Recovery Shampoo, a restorative shampoo designed to gently dissolve daily buildup while replenishing compromised strands. Powered by patented Alpha Keratin 60ku®, the formula...
    From $44.00
    From $44.00
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  • Virtue Overnight Scalp and Hair Elixir 1.7 oz navy pump bottle with Alpha Keratin that soothes rebalances and nourishes
    VIRTUE Overnight Scalp & Hair Elixir
    A lightweight overnight scalp and hair treatment that hydrates, nourishes, strengthens, and restores balance while you sleep. The Virtue Overnight Scalp & Hair Elixir is a transformative overnight treatment designed to bring dry, stressed scalps and damaged hair back into balance. The lightweight, non-greasy...
    $62.00
    $62.00
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  • Virtue Smooth Conditioner 6.7 oz pink tube with Alpha Keratin that hydrates silkens and de-frizzes hair
    VIRTUE Smooth Conditioner
    A deeply hydrating, frizz-fighting conditioner that smooths, softens, and strengthens hair for a sleek, silky finish. The Virtue Smooth Conditioner is a luxurious, moisture-rich conditioner designed to tame frizz, smooth rough cuticles, and restore softness and shine. Ideal for frizz-prone, wavy, and curly hair,...
    From $44.00
    From $44.00
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  • Virtue Smooth Shampoo 8 oz pink bottle with Alpha Keratin that cleans softens and adds shine
    VIRTUE Smooth Shampoo
    A luxurious, frizz-fighting shampoo that gently cleanses, smooths, and strengthens hair for a softer, shinier, more manageable finish. The Virtue Smooth Shampoo is a nourishing, smoothing shampoo designed to tame frizz, soften rough hair texture, and enhance shine while gently cleansing the hair and...
    From $44.00
    From $44.00
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VIRTUE Labs Hair Products — Frequently Asked Questions

Is Exclusive Beauty Club an authorized VIRTUE retailer?

Exclusive Beauty Club is an authorized retailer of every brand it carries, so VIRTUE products bought here are genuine. We source everything directly from the manufacturers to ensure authenticity. You can verify our status on our authorized retailer page.

What is the primary technology behind VIRTUE hair products?

VIRTUE is known for its exclusive Alpha Keratin 60ku protein technology that targets damaged strands. This science-backed protein is designed to strengthen, smooth, and hydrate your hair. You'll find it throughout their range of hair care essentials to help improve the feel of your hair.

How do you choose the right VIRTUE products for your hair concerns?

Selecting the right products depends on your specific needs, such as managing frizz, adding volume, or addressing thinning. If you're dealing with flat hair, the Full collection works well, while the Un-Frizz Cream helps smooth unruly textures. You can also explore the Flourish line specifically designed for hair loss and thinning hair to boost density.

Which types of products can you find in the VIRTUE collection?

The collection includes a full lineup of shampoos, conditioners, masks, and targeted styling treatments. You'll find options like the Recovery Shampoo for damage repair and the Volumizing Primer for added lift. It's easy to build a complete routine with these effective formulas.

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