VIRTUE

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Virtue is a US-based hair care brand harnessing a transformative protein in all of its styling and treatment products. Alpha Keratin was discovered by Dr. Luke Burnett, a retired US Army Colonel who used keratin for tissue regrowth and wound healing. However, after conducting further research, his team discovered Alpha Keratin could repair hair, and so Virtue was born.

Keratin makes up 90% of your hair, nails, and skin, so your body will recognize Alpha Keratin 60ku�� as your own, making it incredibly powerful. Helping to smooth, resurface, and fill in damage on every strand, it's also been found to reduce frizz by 67% and increase thickness by 22% in clinical trials.

While Virtue's products are renowned for their human keratin content, the brand's impressive attributes don't end there. As well as being free from sulfates, colors, parabens, and dyes, the scents used don't overwhelm the senses and they won't interfere with any other fragrances you're wearing. What's more, while hair repair products typically feel very heavy on fine hair, the formulas created by Virtue are lightweight, meaning you can touch your hair all day without feeling the product in your strands.

Virtue's fragrances are also designed to lift and energize your mood, meaning they serve a purpose rather than simply smelling good. Each blend has been infused with fruit extracts and essential oils that moisturize and nourish your hair, including lavender, spearmint, and coconut. Lavender is popular for its soothing properties while spearmint has a stimulating effect and coconut helps to nurture hair.

You can browse the full range of Virtue products at lookfantastic today. As well as shampoos and conditioners, we stock styling creams, moisturizing primers and much more.

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Products

  • VIRTUE Fresh Start Summer Hair Kit (Worth $86.00)

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $65.00
  • VIRTUE Moisture Defining Whip Travel Size 2 oz

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $18.00
  • VIRTUE Curl Conditioner 200ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $40.00
  • VIRTUE Curl Shampoo 60ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $15.00
  • VIRTUE Curl Conditioner 60ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $16.00
  • VIRTUE Curl Defining Whip 156g

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $36.00
  • VIRTUE Curl Shampoo 240ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $38.00
  • VIRTUE Moisture Defining Whip 156g

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $36.00
  • VIRTUE Full Shampoo 240ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $38.00
  • VIRTUE Full Conditioner 200ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $40.00
  • VIRTUE Flourish Shampoo For Thinning Hair 8 fl. oz.

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $42.00
  • VIRTUE Flourish Conditioner For Thinning Hair 6.7 fl. oz.

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $44.00
  • VIRTUE Recovery Shampoo 240ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    5.0 Stars 2 Reviews
    $38.00
  • VIRTUE Recovery Conditioner 200ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    5.0 Stars 1 Reviews
    $40.00
  • VIRTUE Recovery Shampoo - Professional Size

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $72.00
  • VIRTUE Recovery Conditioner - Professional Size

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    5.0 Stars 1 Reviews
    $86.00
  • VIRTUE Flourish Density Booster 4 fl. oz.

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $48.00
  • VIRTUE Recovery Shampoo Travel Size 2 oz

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $15.00
  • VIRTUE Flourish Minoxidil Foam 5 For Women 2.11 oz.

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $28.00
  • VIRTUE Smooth Conditioner 200ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $40.00
  • VIRTUE Smooth Shampoo 240ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    5.0 Stars 1 Reviews
    $38.00
  • VIRTUE Full Shampoo - Professional Size

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    5.0 Stars 1 Reviews
    $72.00
  • VIRTUE Flourish Nightly Intensive Hair Rejuvenation Treatment Hair Kit 3 piece

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $134.00
  • VIRTUE One for All 6-in-1 Styler Cream 120ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $34.00
  • VIRTUE Volumizing Primer 150ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $36.00
  • VIRTUE Volumizing Mousse 5.5 oz

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $36.00
  • VIRTUE Polish Un-Frizz Cream Travel Size 60ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $20.00
  • VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $18.00
  • VIRTUE Texturizing Spray Travel Size 2.3 oz

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $18.00
  • VIRTUE Recovery Conditioner Travel Size 2 oz

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $16.00
  • VIRTUE Polish Un-Frizz Cream 120ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
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    $40.00
  • VIRTUE Healing Oil 50ml

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $42.00
  • VIRTUE Recovery Discovery Kit

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $46.00
  • VIRTUE Full Discovery Kit

    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry
    Colorescience Sunforgettable Total Protection Color Balm SPF50 - Berry Worth $30.00

    $160 16-Piece Beauty Bag

    Receive a 16-Piece Beauty Bag (Worth $160) when you spend $150 or more. Complimentary gift will be available for selection at the cart. Offer valid for a limited time only, while stock lasts.
    SHOP NOW
    $46.00