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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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  • VIRTUE One for All 6-in-1 Styler Cream 120ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$47.00
  • VIRTUE Smooth Shampoo 240ml

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    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    5.0 Stars 1 Reviews
    A$56.00
  • VIRTUE Smooth Conditioner 200ml

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    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$60.00
  • VIRTUE Full Shampoo 240ml

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    A$56.00
  • VIRTUE Healing Oil 50ml

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    5.0 Stars 1 Reviews
    A$63.00
  • VIRTUE Recovery Conditioner 200ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    5.0 Stars 1 Reviews
    A$60.00
  • VIRTUE Full Conditioner 200ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$60.00
  • VIRTUE Recovery Shampoo 240ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$56.00
  • VIRTUE Full Shampoo Travel Size 60ml

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    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$22.00
  • VIRTUE Flourish Shampoo for Thinning Hair 240ml

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
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    A$60.00
  • VIRTUE Flourish Conditioner for Thinning Hair 200ml

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
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    A$63.00
  • VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
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    4.0 Stars 1 Reviews
    A$80.00
  • VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$28.00
  • VIRTUE Flourish Shampoo for Thinning Hair 60ml

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
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    A$24.00
  • VIRTUE Polish Un-Frizz Cream 120ml

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    A$60.00
  • VIRTUE Volumising Primer 150ml

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    A$54.00
  • VIRTUE Purifying Shampoo 120ml

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    A$42.00
  • VIRTUE Restorative Treatment Mask 150ml

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    A$97.00
  • VIRTUE Recovery Shampoo and Conditioner

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$116.00
  • VIRTUE Flourish Volumizing Styler 120ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$60.00
  • VIRTUE Full Discovery Kit

    Save 18% with code 18NEW

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    A$54.00
  • VIRTUE Perfect Ending Split End Serum 50ml

    Save 18% with code 18NEW

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    A$60.00
  • VIRTUE Flourish Shampoo and Conditioner for Thinning Hair Bundle

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
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    A$123.00
  • VIRTUE Refresh Exfoliating Scalp Treatment 150ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$71.00
  • VIRTUE Curl Discovery Kit

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$54.00
  • VIRTUE Restorative Treatment Mask Travel Size 50ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$44.00
  • VIRTUE Smooth Shampoo and Conditioner

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$116.00
  • VIRTUE Smooth Discovery Kit

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$54.00
  • VIRTUE Healing Volume Primer Set

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$117.00
  • VIRTUE Keratin Healing Mask and Oil Bundle

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$160.00
  • VIRTUE Dry Shampoo 128g

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$51.84
  • VIRTUE Recovery Restorative Treatment Set

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$213.00
  • VIRTUE Curl Conditioner 200ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$60.00
  • VIRTUE Full Shampoo and Conditioner

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$116.00
  • VIRTUE Curl Shampoo and Conditioner

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$116.00
  • VIRTUE 6-in-1 Styling Paste 150ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$54.00
  • VIRTUE Smooth Restorative Treatment Set

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$213.00
  • VIRTUE Full Restorative Treatment Set

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$213.00
  • VIRTUE Split End Mender Set

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    A$157.00
  • VIRTUE Heal and Prime Duo

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
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    5.0 Stars 1 Reviews
    A$110.00
  • VIRTUE Flourish Conditioner for Thinning Hair 60ml

    Free Gift

    Free gift when you spend $120 sitewide!. Gift added automatically at checkout - while stocks last.
    Shop Now
    A$26.00
  • VIRTUE Curl Shampoo 240ml

    Save 18% with code 18NEW

    New customers save 18% off selected products. Enter code 18NEW in the basket to enjoy 18% off.
    Shop Now
    A$56.00