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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

Virtue®
$23.50 CAD - $58.00 CAD
$23.50 CAD - $58.00 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...
Virtue®
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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...
Virtue®
$90.00 CAD - $184.00 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%...
Virtue®
$90.00 CAD - $173.00 CAD
A 100 percent, drug-free, botanical-based regimen that fuels fatigued follicles, nourishes the scalp, and thickens each hair—ideal for mild to moderate thinning. The set forms...
Virtue®
$52.00 CAD
$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,...
Virtue®
$38.00 CAD - $68.00 CAD
$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%...
1 review
Virtue®
$37.00 CAD
1 review
$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...
Virtue®
$26.00 CAD - $52.00 CAD
$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,...
Virtue®
$23.50 CAD - $60.00 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...
Virtue®
$60.00 CAD
An oil that smooths and protects dry, damaged hair, giving hair its healthiest shine one shake at a time. Virtue® Healing Oil is a first-of-its-kind...
Virtue®
$27.50 CAD - $48.00 CAD
$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...
Virtue®
$23.50 CAD - $58.00 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...
Virtue®
$25.00 CAD - $60.00 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...
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...
Virtue®
$53.00 CAD
$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...
Virtue®
$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...
Virtue®
$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...
Virtue®
$52.00 CAD
$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®...
Virtue®
$52.00 CAD
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...
Virtue®
$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...
Virtue®
$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...
Virtue®
$46.00 CAD - $96.00 CAD
$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...
Virtue®
$25.00 CAD - $60.00 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...
Virtue®
$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...
Virtue®
$53.00 CAD
$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...
Virtue®
$23.50 CAD - $58.00 CAD
$23.50 CAD - $58.00 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...
Virtue®
$47.00 CAD
$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,...
Virtue®
$44.00 CAD
A lightweight detangling mist that gently nourishes hair while it enhances manageability, reduces flyaways, and shields against damage. Formulated with our revolutionary Alpha Keratin 60ku® protein, our...
Virtue®
$57.00 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...
Virtue®
$94.50 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...
Virtue®
$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,...
Virtue®
$24.00 CAD - $60.00 CAD
$24.00 CAD - $60.00 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...
Virtue®
$23.50 CAD - $54.00 CAD
$23.50 CAD - $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...
Virtue®
$52.00 CAD
$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...