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After spending decades in the beauty industry, Virtue’s founders thought nothing could surprise them – until they found Alpha Keratin 60ku, a transformative protein set to transform the hair care world (one strand at a time). Discovered by Dr. Luke Burnett, a retired US army colonel using keratin to heal wounds and regrow tissue, Alpha Keratin 60ku is ethically sourced from human hair, so our bodies recognise it instantly and use it as if it were our own. Binding directly to areas of damage and filling them (without weighing strands down) this incredible range promises unrivalled hair repair available nowhere else on the market.
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Log in/sign up to use Wishlists!VIRTUE Flourish Brow Density Booster 4ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £76.00£64.60 -
Log in/sign up to use Wishlists!VIRTUE Healing Oil 50ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £42.00£35.70 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Flourish Density Booster 120ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £47.00£39.95 -
Log in/sign up to use Wishlists!VIRTUE Recovery Conditioner 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE One for All 6-in-1 Styler Cream Travel Size 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £19.00£16.15 -
Log in/sign up to use Wishlists!VIRTUE Full Shampoo 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Full Conditioner 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE CORRECT Healing Oil 20ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £25.00£21.25 -
Log in/sign up to use Wishlists!VIRTUE Damage Reverse Serum 50ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £59.00£50.15 -
Log in/sign up to use Wishlists!VIRTUE Purifying Leave-in Conditioner 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £30.00£25.50 -
Log in/sign up to use Wishlists!VIRTUE Recovery Conditioner 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £16.00£13.60 -
Log in/sign up to use Wishlists!VIRTUE One for All 6-in-1 Styler Cream 120ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £34.00£28.90 -
Log in/sign up to use Wishlists!VIRTUE Full Conditioner Travel Size 2 oz
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £16.00£13.60 -
Log in/sign up to use Wishlists!Virtue Full Shampoo - Professional Size
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £70.00£59.50 -
Log in/sign up to use Wishlists!VIRTUE Full Shampoo Travel Size 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £15.00£12.75 -
Log in/sign up to use Wishlists!VIRTUE Recovery Conditioner Professional Size 500ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £86.00£73.10 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £15.00£12.75 -
Log in/sign up to use Wishlists!VIRTUE Smooth Shampoo 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Flourish and Manta Brush
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £34.00£28.90 -
Log in/sign up to use Wishlists!VIRTUE Curl Discovery Kit
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £36.00£30.60 -
Log in/sign up to use Wishlists!VIRTUE Recovery Shampoo Professional Size 500ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £74.00£62.90 -
Log in/sign up to use Wishlists!VIRTUE Curl Shampoo 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Smooth Conditioner Travel Size 57ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £16.00£13.60 -
Log in/sign up to use Wishlists!VIRTUE Labs Flourish Mask for Thinning Hair 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £67.00£56.95 -
Log in/sign up to use Wishlists!Virtue Full Conditioner - Professional Size
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £84.00£71.40 -
Log in/sign up to use Wishlists!VIRTUE Curl Conditioner 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE Smooth Shampoo Travel Size 2 oz
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £15.00£12.75 -
Log in/sign up to use Wishlists!VIRTUE Smooth Conditioner 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE Curl-Defining Gel 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £36.00£30.60 -
Log in/sign up to use Wishlists!VIRTUE Flourish Shampoo for Thinning Hair 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £42.00£35.70 -
Log in/sign up to use Wishlists!VIRTUE Flourish Density Booster 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £26.00£22.10 -
Log in/sign up to use Wishlists!Virtue ColorKick De-Brassing Shampoo 240ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE Full Discovery Kit
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Curl Leave-in Butter 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £42.00£35.70 -
Log in/sign up to use Wishlists!VIRTUE Home and Away Healing Oil Bundle
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £67.00£56.95 -
Log in/sign up to use Wishlists!VIRTUE Purifying Shampoo 120ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £28.00£23.80 -
Log in/sign up to use Wishlists!VIRTUE Split End Serum 50ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE Curl Conditioner 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £16.00£13.60 -
Log in/sign up to use Wishlists!VIRTUE Flourish Conditioner for Thinning Hair 200ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £44.00£37.40 -
Log in/sign up to use Wishlists!VIRTUE Smooth Shampoo and Conditioner
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £78.00£66.30 -
Log in/sign up to use Wishlists!VIRTUE Refresh Exfoliating Scalp Treatment 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £46.00£39.10 -
Log in/sign up to use Wishlists!VIRTUE Smooth Discovery Kit
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £38.00£32.30 -
Log in/sign up to use Wishlists!VIRTUE Curl Shampoo 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £15.00£12.75 -
Log in/sign up to use Wishlists!VIRTUE Volumising Primer 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £36.00£30.60 -
Log in/sign up to use Wishlists!VIRTUE Extended Vibrancy Duo
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £107.00£90.95 -
Log in/sign up to use Wishlists!VIRTUE Frizz Block Smoothing Spray 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £42.00£35.70 -
Log in/sign up to use Wishlists!VIRTUE 6-in-1 Styling Paste 50ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £36.00£30.60 -
Log in/sign up to use Wishlists!VIRTUE Full Shampoo and Conditioner
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £78.00£66.30 -
Log in/sign up to use Wishlists!VIRTUE Refresh Topical Scalp Supplement 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £53.00£45.05 -
Log in/sign up to use Wishlists!VIRTUE Flourish Volumizing Styler 120ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £40.00£34.00 -
Log in/sign up to use Wishlists!VIRTUE Pro Possibilities Kit: Curl
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £131.00£111.35 -
Log in/sign up to use Wishlists!VIRTUE Flourish Shampoo for Thinning Hair 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £17.00£14.45 -
Log in/sign up to use Wishlists!VIRTUE Heal and Prime Duo
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £76.00£64.60 -
Log in/sign up to use Wishlists!VIRTUE Flourish Conditioner for Thinning Hair 60ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £19.00£16.15 -
Log in/sign up to use Wishlists!VIRTUE Restorative Treatment Mask 150ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £67.00£56.95 -
Log in/sign up to use Wishlists!VIRTUE Smooth Restorative Treatment Set
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £145.00£123.25 -
Log in/sign up to use Wishlists!VIRTUE Keratin Healing Mask and Oil Bundle
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £109.00£92.65 -
Log in/sign up to use Wishlists!VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £63.00£53.55 -
Log in/sign up to use Wishlists!VIRTUE Restorative Treatment Mask 50ml
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Save 15% on selected products. Discount has been applied to the RRP. Offer valid for a limited time onlySHOP NOWWas £32.00£27.20
