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?

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Products

  • VIRTUE Healing Oil 50ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    5.0 Stars 1 Reviews
    RRP: A$64.00
    A$48.00
  • VIRTUE Flourish Density Booster 120ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    3.5 Stars 2 Reviews
    RRP: A$71.00
    A$53.25
  • VIRTUE One for All 6-in-1 Styler Cream 120ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$50.00
    A$37.50
  • VIRTUE Flourish Brow Density Booster 4ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$112.00
    A$84.00
  • VIRTUE Restorative Treatment Mask 150ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    5.0 Stars 1 Reviews
    RRP: A$100.00
    A$75.00
  • VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$94.00
    A$70.50
  • VIRTUE Full Shampoo and Conditioner (Worth $116.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$116.00
    A$87.00
  • VIRTUE Recovery Shampoo and Conditioner Duo For Dry, Damaged and Coloured Hair

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$116.00
    A$87.00
  • VIRTUE Refresh Dry Shampoo Travel Size 51g

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$26.00
    A$19.50
  • VIRTUE Flourish Shampoo and Conditioner for Thinning Hair Bundle (Worth $130.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$130.00
    A$97.50
  • VIRTUE Recovery Conditioner 200ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$63.00
    A$47.25
  • VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$30.00
    A$22.50
  • VIRTUE Full Shampoo 240ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$60.00
    A$45.00
  • VIRTUE Purifying Leave-in Conditioner 150ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$47.00
    A$35.25
  • VIRTUE Flourish Shampoo and Conditioner with Manta Brush Bundle (Worth $180.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$180.00
    A$135.00
  • VIRTUE Healthy Scalp Trio (Worth $206.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$206.00
    A$154.50
  • VIRTUE Dry Shampoo 128g

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$51.00
    A$38.25
  • VIRTUE Volumising Mousse 156g

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

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    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$57.00
    A$42.75
  • VIRTUE Curl Shampoo and Conditioner (Worth $116.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$116.00
    A$87.00
  • VIRTUE Smooth Shampoo and Conditioner (Worth $116.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$116.00
    A$87.00
  • VIRTUE Curl-Defining Gel 200ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$57.00
    A$42.75
  • VIRTUE Purifying Shampoo 120ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$46.00
    A$34.50
  • VIRTUE Flourish Density Booster 60ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$40.00
    A$30.00
  • VIRTUE Flourish Volumizing Styler 120ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$60.00
    A$45.00
  • VIRTUE Restorative Treatment Mask 50ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$47.00
    A$35.25
  • VIRTUE Flourish Hair Rejuvenation Treatment (3 Month Supply)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    5.0 Stars 1 Reviews
    RRP: A$178.00
    A$133.50
  • VIRTUE Labs Flourish Mask for Thinning Hair 150ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$100.00
    A$75.00
  • VIRTUE Flourish Shampoo for Thinning Hair 240ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$63.00
    A$47.25
  • VIRTUE Flourish Conditioner for Thinning Hair 200ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    5.0 Stars 1 Reviews
    RRP: A$67.00
    A$50.25
  • VIRTUE Damage Reverse Serum 50ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$87.00
    A$65.25
  • VIRTUE Curl-Defining Whip 156g

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$57.00
    A$42.75
  • VIRTUE Refresh Exfoliating Scalp Treatment 150ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$75.00
    A$56.25
  • VIRTUE Recovery Shampoo 240ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$60.00
    A$45.00
  • VIRTUE Curl Discovery Kit

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $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 Curl Shampoo 240ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$60.00
    A$45.00
  • VIRTUE 6-in-1 Hairspray 165g

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $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 Full Discovery Kit

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml 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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    RRP: A$57.00
    A$42.75
  • VIRTUE 6-in-1 Styling Paste 50ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $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 Curl Conditioner 200ml

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$63.00
    A$47.25
  • VIRTUE Purifying and Exfoliating Scalp Duo (Worth $121.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$121.00
    A$90.75
  • VIRTUE Flourish Shampoo and Conditioner with Volumising Styler Bundle (Worth $190.00)

    VIRTUE Damage Reverse Serum 15ml
    VIRTUE Damage Reverse Serum 15ml Worth A$22.00

    Save 25% + Free Gift

    Free VIRTUE Damage Reverse Serum 15ml when you spend $100 on brand! Gift automatically applies to cart once minimum spend is reached after discounts - only while stocks last.
    SHOP NOW
    RRP: A$190.00
    A$142.50