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Virtue® is the only hair care brand in the world with access to a remarkable, all-natural healing protein called Alpha Keratin 60ku®. It sounds science-y because it is.

This proprietary, hair-healing ingredient is identical to the keratin that makes up 90% of our hair, so hair recognizes it as its own, repaving damage to make stressed strands whole again. It’s the first-and-only vegan, full-form keratin protein and it’s clinically proven to give you stronger, healthier hair in as few as five uses. Though we now use Alpha Keratin 60ku® to repair and rejuvenate hair from the inside out, this special protein was initially developed to mend the wounded skin of our soldiers.

Dr. Luke Burnett, a retired US Army Colonel, was working in regenerative medicine when he found a way to extract this wonder-working keratin from ethically sourced human hair. After countless tests and seven years of research, Virtue was born from the patience, dedication, and passion of bioscientists and beauty experts all over the world. Discovered for the good of humanity, evolved for the good of hair.

Virtue products are also cruelty free, as well as paraben, gluten, sulfate, and phthalate free. Who said you can’t have it all?

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Products

  • VIRTUE Damage Reverse Serum 50ml

    Free Gift + Save 20% code NEWBIE20

    Receive a free Virtue Recovery Duo Shampoo & Conditioner when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached (after discounts) - only while stocks last.
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    A$87.00
  • VIRTUE Healing Oil 50ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

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    4.77 Stars 26 Reviews
    RRP: A$64.00
    A$48.00
  • VIRTUE One for All 6-in-1 Styler Cream 120ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

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    RRP: A$50.00
    A$37.50
  • VIRTUE Recovery Shampoo and Conditioner Duo For Dry, Damaged and Coloured Hair

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

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    RRP: A$116.00
    A$87.00
  • VIRTUE Flourish Density Booster 120ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

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    RRP: A$71.00
    A$53.25
  • VIRTUE Recovery Shampoo 240ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$60.00
    A$45.00
  • VIRTUE Flourish Shampoo for Thinning Hair 240ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

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    5.0 Stars 1 Reviews
    RRP: A$63.00
    A$47.25
  • VIRTUE Flourish Density Booster 60ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$40.00
    A$30.00
  • VIRTUE Flourish Shampoo and Conditioner for Thinning Hair Bundle (Worth $130.00)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$130.00
    A$97.50
  • VIRTUE Full Shampoo 240ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    5.0 Stars 1 Reviews
    RRP: A$60.00
    A$45.00
  • VIRTUE Restorative Treatment Mask 150ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$100.00
    A$75.00
  • VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$30.00
    A$22.50
  • VIRTUE Full Conditioner 200ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$63.00
    A$47.25
  • VIRTUE Split End Serum 50ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$63.00
    A$47.25
  • VIRTUE Full Shampoo and Conditioner (Worth $116.00)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$116.00
    A$87.00
  • VIRTUE Refresh Dry Shampoo Travel Size 51g

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

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    RRP: A$26.00
    A$19.50
  • VIRTUE Full Discovery Kit

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$57.00
    A$42.75
  • VIRTUE Recovery Conditioner 200ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$63.00
    A$47.25
  • VIRTUE Smooth Shampoo 240ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    5.0 Stars 2 Reviews
    RRP: A$60.00
    A$45.00
  • VIRTUE Frizz Block Smoothing Spray 150ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    5.0 Stars 1 Reviews
    RRP: A$67.00
    A$50.25
  • VIRTUE Flourish Conditioner for Thinning Hair 200ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$67.00
    A$50.25
  • VIRTUE Smooth Conditioner 200ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$63.00
    A$47.25
  • VIRTUE Flourish and Manta Brush

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    5.0 Stars 1 Reviews
    RRP: A$50.00
    A$37.50
  • VIRTUE Curl Discovery Kit

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$57.00
    A$42.75
  • VIRTUE Curl-Defining Gel 200ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$57.00
    A$42.75
  • VIRTUE Purifying Leave-in Conditioner 150ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    5.0 Stars 1 Reviews
    RRP: A$47.00
    A$35.25
  • VIRTUE Flourish Hair Rejuvenation Treatment (3 Month Supply)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$178.00
    A$133.50
  • VIRTUE Volumising Mousse 156g

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$57.00
    A$42.75
  • VIRTUE Smooth Discovery Kit

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$57.00
    A$42.75
  • VIRTUE Flourish Shampoo and Conditioner with Volumising Styler Bundle (Worth $190.00)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$190.00
    A$142.50
  • VIRTUE Curl Leave-in Butter 150ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$67.00
    A$50.25
  • VIRTUE Labs Flourish Mask for Thinning Hair 150ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$100.00
    A$75.00
  • VIRTUE Recovery Shampoo 60ml

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$24.00
    A$18.00
  • VIRTUE Air Dry Essentials Kit (Worth $207.00)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
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    RRP: A$207.00
    A$155.25
  • VIRTUE Keratin Healing Mask and Oil Bundle (Worth $164.00)

    VIRTUE Recovery Duo Shampoo and Conditioner 14ml
    VIRTUE Recovery Duo Shampoo and Conditioner 14ml Worth A$3.54

    Save 25% + Free Gift

    Free Virtue Recovery Duo Shampoo & Conditioner WYS $100 on brand! Gift automatically applies