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, sulphate, and phthalate-free. Who said you can’t have it all?

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Products

  • VIRTUE Recovery Shampoo and Conditioner

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    NZ$117.00
  • VIRTUE Healing Oil 50ml

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    NZ$66.00
  • VIRTUE Recovery Shampoo 240ml

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    NZ$60.00
  • VIRTUE Recovery Conditioner 200ml

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    NZ$62.00
  • VIRTUE Scalp and Hair Kit

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    NZ$142.00
  • VIRTUE Polish Un-Frizz Cream 120ml

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    NZ$64.00
  • VIRTUE Perfect Ending Split End Serum 50ml

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    NZ$64.00
  • VIRTUE Full Discovery Kit 3 x 60ml

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    NZ$55.00
  • VIRTUE Recovery Discovery Kit 3 x 60ml

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    NZ$55.00
  • VIRTUE Restorative Treatment Mask 150ml

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    NZ$102.00
  • VIRTUE Curl Shampoo 240ml

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    NZ$60.00
  • VIRTUE Refresh Exfoliating Scalp Treatment 150ml

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    NZ$73.00
  • VIRTUE Restorative Treatment Mask Travel Size 50ml

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    NZ$47.00
  • VIRTUE Purifying Shampoo 120ml

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    NZ$44.00
  • VIRTUE Perfect Ending Split End Serum Travel Size 20ml

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    NZ$33.00
  • VIRTUE Full Shampoo and Conditioner

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    NZ$117.00
  • VIRTUE Smooth Shampoo 240ml

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    NZ$60.00
  • VIRTUE Refresh Dry Shampoo Travel Size 51g

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    NZ$25.00
  • VIRTUE Purifying Leave-in Conditioner 150ml

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    NZ$47.00
  • VIRTUE One for All 6-in-1 Styler Cream 120ml

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    NZ$51.00
  • VIRTUE Polish Un-Frizz Cream Travel Size 60ml

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    NZ$33.00
  • VIRTUE Texturising Spray Travel Size 65g

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    NZ$28.00
  • VIRTUE Refresh Topical Scalp Supplement 60ml

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    NZ$85.00
  • VIRTUE Smooth Shampoo and Conditioner

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    NZ$117.00
  • VIRTUE Texturising Spray 140g

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    NZ$55.00
  • VIRTUE Smooth Discovery Kit 3 x 60ml

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    NZ$55.00
  • VIRTUE Full Conditioner 200ml

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    NZ$62.00
  • VIRTUE Full Shampoo 240ml

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    NZ$60.00
  • VIRTUE Smooth Conditioner 200ml

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    NZ$62.00