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Founded by Melisse Shaban, Virtue utilizes Alpha Keratin 60ku technology in their transformative products. This technology harvests keratin directly from human hair, keeping it whole and in its most powerful form. Because it is a naturally occurring molecule, Alpha Keratin 60ku is pulled to where it’s needed, resurfacing and filling in cracks of damage in the hair strand. Game-changing haircare.

Why we love Virtue:

The science may be confusing, but the facts are clear…these products work! This is a fairly new brand that is quickly making a mark in the industry. And making a mark in our salon. Our stylists love them!

Virtue Full Shampoo $17 - $72
Virtue Recovery Conditioner $18 - $90
Virtue Smooth Conditioner $18 - $90
Virtue Recovery Shampoo $17 - $78
Virtue Full Conditioner $18 - $86
Virtue Smooth Shampoo $17 - $78
Virtue Moisture-Defining Whip $18.90 - $39.90
Virtue The Polish Un-Frizz Cream $20 - $44.10
Virtue Refresh Dry Shampoo $18 - $36
Virtue Healing Oil $42
Virtue The Finale Shaping Spray $18.90 - $37.80
Virtue Curl Shampoo $42