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Virtue®

One ingredient changed everything.

After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku®, a protein so transformative we couldn’t keep it to ourselves. All Virtue® products contain Alpha Keratin 60ku®, a proprietary hair-healing protein clinically proven to transform hair into its healthiest version yet in as few as five uses.

FREE OF SULFATES, PARABENS, PHTHALATES, SYNTHETIC COLORS AND DYES | GLUTEN FREE | CRUELTY FREE | VEGAN

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Holi (Mane) Hair, Skin, Nails Daily Supplement
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Holi (Mane) Hair, Skin, Nails Daily Supplement
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Hair Growth Treatment (Minoxidil 5%) Hair Growth Treatment (Minoxidil 5%)
Virtue®
Hair Growth Treatment (Minoxidil 5%)
$90.00 CAD - $184.00 CAD
Hair Growth Treatment (Minoxidil 5%)
$90.00 CAD - $184.00 CAD
A Minoxidil-based regimen that nourishes the scalp and reactivates hair follicles to stimulate growth. A Minoxidil-based regimen that nourishes the scalp and reactivates hair follicles...
Flourish Nightly Intensive Hair Rejuvenation Treatment Kit Flourish Nightly Intensive Hair Rejuvenation Treatment Kit
Virtue®
Flourish Nightly Intensive Hair Rejuvenation Treatment Kit
$90.00 CAD - $173.00 CAD
Flourish Nightly Intensive Hair Rejuvenation Treatment Kit
$90.00 CAD - $173.00 CAD
A trio of ultra-nourishing hair heroes that encourage the illusion of fuller, thicker lengths. The set forms a part of the brand’s Flourish® collection, a...
Full Discovery Kit Full Discovery Kit
Virtue®
Full Discovery Kit
$53.00 CAD
Full Discovery Kit
$53.00 CAD
The perfect three-step haircare treatment for fine, limp hair, the VIRTUE Full Discovery Kit provides weightless body for a fuller, thicker look and feel. Virtue's...
Curl Discovery Kit Curl Discovery Kit
Virtue®
Curl Discovery Kit
$52.00 CAD
Curl Discovery Kit
$52.00 CAD
Discover the power of beautiful curls with a trio of products curated to create perfect defined, frizz-free and bouncy curls. The ultimate solution for achieving gorgeous, frizz-free,...
Smooth Discovery Kit Smooth Discovery Kit
Virtue®
Smooth Discovery Kit
$53.00 CAD
Smooth Discovery Kit
$53.00 CAD
A set that will help refine, de-frizz, and hydrate hair. The three-step routine combines a smoothing shampoo and conditioner with a damage-repairing mask that delivers...
Recovery Discovery Kit Recovery Discovery Kit
Virtue®
Recovery Discovery Kit
$52.00 CAD
Recovery Discovery Kit
$52.00 CAD
A trio of high-performance formulas designed to nourish and visibly repair weakened strands. Powered by first-of-its-kind Alpha Keratin 60ku®, the VIRTUE Recovery Discovery Kit features...
Hair & Scalp Reset Duo Hair & Scalp Reset Duo
Virtue®
Hair & Scalp Reset Duo
$37.00 CAD
Hair & Scalp Reset Duo
$37.00 CAD
Nourish and balance your hair with the VIRTUE Hair and Scalp Reset Duo. This powerful set features an exfoliating scalp treatment and a deeply hydrating...
Nourish & Flourish Duo Nourish & Flourish Duo
Virtue®
Nourish & Flourish Duo
$102.00 CAD
Nourish & Flourish Duo
$102.00 CAD
Get thicker, stronger, shinier - and most importantly, more - hair and a healthier scalp Density Booster helps hair grow stronger and healthier while nourishing...
Volumizing Primer Volumizing Primer
Virtue®
Volumizing Primer
$52.00 CAD
Volumizing Primer
$52.00 CAD
A lightweight primer spray that adds volume and acts as a pre-styling boost without any stickiness or buildup. Formulated with our revolutionary Alpha Keratin 60ku®...
6-In-1 Styling Paste 6-In-1 Styling Paste
Virtue®
6-In-1 Styling Paste
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6-In-1 Styling Paste
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A hair styling paste that provides a medium hold to short styles, lending texture, volume and shine. Creamy and lightweight, this does-it-all formula marries pliability...
6-In-1 Style Guard Hairspray 6-In-1 Style Guard Hairspray
New
Virtue®
6-In-1 Style Guard Hairspray
$26.00 CAD - $52.00 CAD
6-In-1 Style Guard Hairspray
$26.00 CAD - $52.00 CAD
A moderate hold, wonder-working spray that goes beyond styling strands to strengthen, heal, and protect hair from pollution, UV rays, and humidity. A moderate hold,...
6-In-1 Styler 6-In-1 Styler
Virtue®
6-In-1 Styler
$27.50 CAD - $48.00 CAD
6-In-1 Styler
$27.50 CAD - $48.00 CAD
A universal styling cream that primes hair to add softness, shine, and light hydration while strengthening, polishing, and protecting from heat. Virtue Labs 6-in-1 Styler...
The Polish Un-Frizz Cream The Polish Un-Frizz Cream
Virtue®
The Polish Un-Frizz Cream
$60.00 CAD
The Polish Un-Frizz Cream
$60.00 CAD
A leave-in treatment cream that conditions and smooths hair. Eliminates frizz and blocks humidity to keep hair sleek, shiny, and soft. Our patented Alpha Keratin...
The Perfect Ending Split End Serum Correct The Perfect Ending Split End Serum Correct
Virtue®
The Perfect Ending Split End Serum Correct
$58.00 CAD
The Perfect Ending Split End Serum Correct
$58.00 CAD
Seal, smooth, and mend frayed ends with Virtue's Fortifying Hair Repair Split End Serum, a treatment that nourishes and protects from future damage. A lightweight...
Restorative Treatment Hair Mask Restorative Treatment Hair Mask
Virtue®
Restorative Treatment Hair Mask
$46.00 CAD - $96.00 CAD
Restorative Treatment Hair Mask
$46.00 CAD - $96.00 CAD
An intensely moisturizing mask takes hair from dry and damaged to silky soft in as little as three minutes. Virtue® Labs Restorative Treatment Mask deeply...
Smooth Conditioner for Coarse & Textured Hair Smooth Conditioner for Coarse & Textured Hair
Virtue®
Smooth Conditioner for Coarse & Textured Hair
$58.00 CAD
Smooth Conditioner for Coarse & Textured Hair
$58.00 CAD
A smoothing conditioner that eliminates frizz, locks out humidity, moisturizes, and adds shine. Virtue Labs Smooth Conditioner eliminates frizz with every wash. Formulated with our...
Smooth Shampoo for Coarse & Textured Hair Smooth Shampoo for Coarse & Textured Hair
Virtue®
Smooth Shampoo for Coarse & Textured Hair
$0.00 CAD
Smooth Shampoo for Coarse & Textured Hair
$0.00 CAD
Turn frizz-prone hair into silky strands on their best behavior with Virtue's Smooth Shampoo. Virtue Labs Smooth Shampoo is a luxurious lathering shampoo with a...
Recovery Shampoo Recovery Shampoo
Virtue®
Recovery Shampoo
$54.00 CAD
Recovery Shampoo
$54.00 CAD
A shampoo that rebuilds damaged hair with each use, gently dissolving daily buildup while filling in cracks of damage to leave hair healthy, soft, and...
Hydrating Recovery Conditioner for Dry, Damaged & Colored Hair Hydrating Recovery Conditioner for Dry, Damaged & Colored Hair
Virtue®
Hydrating Recovery Conditioner for Dry, Damaged & Colored Hair
$58.00 CAD
Hydrating Recovery Conditioner for Dry, Damaged & Colored Hair
$58.00 CAD
A conditioner to nurture and bring dry, damaged, and depleted hair back to hydrated health. It reconstructs frayed cuticles and brittle ends, infusing hair with...
Colorkick® De-Brassing Shampoo Colorkick® De-Brassing Shampoo
Virtue®
Colorkick® De-Brassing Shampoo
$58.00 CAD
Colorkick® De-Brassing Shampoo
$58.00 CAD
ColorKick® De-Brassing Shampoo is the only toning shampoo that uses all-natural botanicals and 100% natural colorants to brighten, tone, and gently neutralize brassiness on ALL...
Volumizing Mousse Volumizing Mousse
Virtue®
Volumizing Mousse
$53.00 CAD
Volumizing Mousse
$53.00 CAD
Achieve bounce, thickness, strength, and long-lasting, defined styles with Virtue's weightless Volumizing Mousse. Virtue® Labs Volumizing Mousse instantly thickens hair, adds body, bounce, and flexible...
Full Conditioner - Thickening For Fine Or Flat Hair Full Conditioner - Thickening For Fine Or Flat Hair
Virtue®
Full Conditioner - Thickening For Fine Or Flat Hair
$58.00 CAD
Full Conditioner - Thickening For Fine Or Flat Hair
$58.00 CAD
Turn up the volume on fine, flat hair for maximum movement and bounce with Virtue's Thickening Full Conditioner. It deeply moisturizes the hair, creating lasting...
Full Shampoo Full Shampoo
Virtue®
Full Shampoo
$54.00 CAD
Full Shampoo
$54.00 CAD
Turn up the volume on fine, flat hair for maximum movement and bounce with Virtue's Volumizing Full Shampoo. Virtue Labs Full Shampoo adds volume while...
Refresh Dry Shampoo Refresh Dry Shampoo
Virtue®
Refresh Dry Shampoo
$47.00 CAD
Refresh Dry Shampoo
$47.00 CAD
A lightweight, invisible dry shampoo that removes build-up, oil, and odor while reviving your style with each use. Virtue® Labs Dry Shampoo is a lightweight,...
Refresh Purifying Leave-In Conditioner
Virtue®
Refresh Purifying Leave-In Conditioner
$44.00 CAD
Refresh Purifying Leave-In Conditioner
$44.00 CAD
Virtue® Labs Purifying Leave-in Conditioner is a lightweight detangling mist that gently nourishes hair while it enhances manageability, reduces flyaways, and shields against damage. Formulated with...
Flourish Volumizing Styler Flourish Volumizing Styler
Virtue®
Flourish Volumizing Styler
$42.00 CAD
Flourish Volumizing Styler
$42.00 CAD
An all-you-need styler for fine, fragile hair that adds volume, provides heat protection and touchable hold while strengthening and protecting hair against environmental stressors. This...
Flourish Mask For Thinning Hair Flourish Mask For Thinning Hair
Virtue®
Flourish Mask For Thinning Hair
$96.00 CAD
Flourish Mask For Thinning Hair
$96.00 CAD
a whipped and creamy yet weightless treatment formulated for a range of thinning textures. Virtue® Flourish® Mask for Thinning Hair is a whipped and creamy...
Flourish® Volumizing & Detangling Conditioner for Thinning Hair Flourish® Volumizing & Detangling Conditioner for Thinning Hair
Virtue®
Flourish® Volumizing & Detangling Conditioner for Thinning Hair
$63.00 CAD
Flourish® Volumizing & Detangling Conditioner for Thinning Hair
$63.00 CAD
A lightweight hair strengthener, hydrator, and detangler in one. Nourishes and thickens fine, fragile strands without weighing down hair. Specifically developed for fine, fragile strands,...
Flourish Volumizing Keratin Shampoo for Thinning Hair Flourish Volumizing Keratin Shampoo for Thinning Hair
Virtue®
Flourish Volumizing Keratin Shampoo for Thinning Hair
$60.00 CAD
Flourish Volumizing Keratin Shampoo for Thinning Hair
$60.00 CAD
Flourish Shampoo for Thinning Hair delicately stimulates the scalp and removes buildup. It cleanses the hair shaft and clears debris from follicle openings, creating an...
Flourish Hair Growth Density Booster Flourish Hair Growth Density Booster
Virtue®
Flourish Hair Growth Density Booster
$38.00 CAD - $68.00 CAD
Flourish Hair Growth Density Booster
$38.00 CAD - $68.00 CAD
A potent, botanical-based nutrient infusion for the scalp that fuels fatigued follicles and nurtures new, fragile hairs so they thicken and thrive. A potent, 100%...
Hydrating Curl Conditioner with Jojoba Oil Hydrating Curl Conditioner with Jojoba Oil
Virtue®
Hydrating Curl Conditioner with Jojoba Oil
$24.00 CAD - $58.00 CAD
Hydrating Curl Conditioner with Jojoba Oil
$24.00 CAD - $58.00 CAD
Virtue® Curl Conditioner weightlessly detangles, de-frizzes, nourishes, and hydrates without weighing down curls. It repairs cuticle damage, rejuvenates elasticity, and protects against humidity, heat, and...
Curl Shampoo Curl Shampoo
Virtue®
Curl Shampoo
$54.00 CAD
Curl Shampoo
$54.00 CAD
Detangle, de-frizz, nourish, hydrate, and protect curls from humidity, heat, and environmental damage with Virtue's silicone-and sulfate-free Curl Shampoo. It protects against humidity, heat, and...
Curl Defining Gel Curl Defining Gel
Virtue®
Curl Defining Gel
$52.00 CAD
Curl Defining Gel
$52.00 CAD
Virtue® Curl-Defining Gel is a memory-building curl perfector with the strength of a traditional gel definer but none of the slick, crunchy side effects. Sheer...