VIRTUE
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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?
Products
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Log in/sign up to use Wishlists!VIRTUE Damage Reverse Serum 50ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$87.00 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo and Conditioner Duo For Dry, Damaged and Coloured Hair
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$116.00A$92.80 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo 240ml
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A$56.00 -
Log in/sign up to use Wishlists!VIRTUE Smooth Shampoo and Conditioner (Worth $116.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$116.00A$92.80 -
Log in/sign up to use Wishlists!VIRTUE Healing Oil 50ml
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A$64.00 -
Log in/sign up to use Wishlists!VIRTUE Refresh Dry Shampoo Travel Size 51g
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Save 30% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$26.00A$18.20 -
Log in/sign up to use Wishlists!VIRTUE Purifying Shampoo 120ml
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A$46.00 -
Log in/sign up to use Wishlists!VIRTUE Curl Leave-in Butter 150ml
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A$67.00 -
Log in/sign up to use Wishlists!VIRTUE Full Shampoo and Conditioner (Worth $116.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$116.00A$92.80 -
Log in/sign up to use Wishlists!VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml
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Save 35% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$94.00A$61.10 -
Log in/sign up to use Wishlists!VIRTUE Flourish Density Booster 60ml
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Save 35% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$40.00A$26.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Hair Rejuvenation Treatment (3 Month Supply)
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A$178.00 -
Log in/sign up to use Wishlists!VIRTUE One for All 6-in-1 Styler Cream 120ml
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A$50.00 -
Log in/sign up to use Wishlists!VIRTUE Curl-Defining Gel 200ml
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Texturising Spray 140g
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Restorative Treatment Mask 50ml
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A$47.00 -
Log in/sign up to use Wishlists!VIRTUE Quick-Dry Healthy Hair Towel
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A$50.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Shampoo for Thinning Hair 240ml
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A$63.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Shampoo and Conditioner for Thinning Hair Bundle (Worth $130.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$130.00A$104.00 -
Log in/sign up to use Wishlists!VIRTUE Dry Shampoo 128g
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A$51.00 -
Log in/sign up to use Wishlists!VIRTUE Full Conditioner 200ml
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A$63.00 -
Log in/sign up to use Wishlists!VIRTUE Curl Shampoo 240ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$60.00 -
Log in/sign up to use Wishlists!VIRTUE Full Shampoo 240ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$60.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Conditioner for Thinning Hair 200ml
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A$67.00 -
Log in/sign up to use Wishlists!VIRTUE Full Restorative Treatment Set (Worth $223.00)
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VIRTUE Recovery Shampoo 240ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$60.00 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo 60ml
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A$24.00 -
Log in/sign up to use Wishlists!VIRTUE 6-in-1 Styling Paste 50ml
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Recovery Conditioner 200ml
Save 15% code NEW15
Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$63.00 -
Log in/sign up to use Wishlists!VIRTUE Volumising Primer 150ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Restorative Treatment Mask 150ml
Save 15% code NEW15
Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$100.00 -
Log in/sign up to use Wishlists!VIRTUE Recovery Conditioner 60ml
Save 15% code NEW15
Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$26.00 -
Log in/sign up to use Wishlists!VIRTUE Purifying Leave-in Conditioner 150ml
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Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$47.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Brow Density Booster 4ml
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Save 45% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$112.00A$61.60 -
Log in/sign up to use Wishlists!VIRTUE Curl-Defining Whip 156g
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Labs Flourish Mask for Thinning Hair 150ml
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A$100.00 -
Log in/sign up to use Wishlists!VIRTUE Full Discovery Kit
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Volumising Mousse 156g
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Curl Discovery Kit
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Smooth Discovery Kit
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A$57.00 -
Log in/sign up to use Wishlists!VIRTUE Smooth Restorative Treatment Set (Worth $223.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$223.00A$178.40 -
Log in/sign up to use Wishlists!VIRTUE Frizz Block Smoothing Spray 150ml
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A$67.00 -
Log in/sign up to use Wishlists!VIRTUE Smooth Conditioner 200ml
Save 15% code NEW15
Enjoy 15% off as a new customer on selected products! Use code NEW15 at checkout to receive 15% off selected items only.*SHOP THE OFFER*Code applies to selected full price items only. Discount off RRP. Offer excludes The Ordinary and GHD. Not in conjunction with any other offer.
A$63.00 -
Log in/sign up to use Wishlists!VIRTUE Flourish Shampoo and Conditioner with Manta Brush Bundle (Worth $180.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$180.00A$144.00 -
Log in/sign up to use Wishlists!VIRTUE Healing Volume Primer Set (Worth $121.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$121.00A$96.80 -
Log in/sign up to use Wishlists!VIRTUE Keratin Healing Mask and Oil Bundle (Worth $164.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$164.00A$131.20 -
Log in/sign up to use Wishlists!VIRTUE Air Dry Essentials Kit (Worth $207.00)
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Save 20% on selected products. Discount has been applied to the RRP. Offer valid for a limited time only.SHOP THE OFFERRRP: A$207.00A$165.60 -
