Virtue
What it is: A gentle, sulfate-free shampoo made with all-natural colorants to tone, neutralize, and brighten all shades of color-treated and natural hair.
Hair Type: Fine, Medium, and Thick
Hair Texture: Straight, Wavy, Curly, and Coily
Hair Concerns:
- Brassiness
- Color Fading
- UV Protection
Key Benefits:
- Brightens
- Neutralizes
- Revitalizes
Highlighted Ingredients:
- Special Blend of Chamomile, Lemon Fruit, Red Cabbage, and Purple Ginseng Extracts and Natural Salicylic Acid from Wintergreen Leaf Extract: Subtly and cumulatively brightens yellow tones and rinses away brassiness.
- Turmeric Root Extract: Protects against UV damage, color distortion, pollution, and free radicals.
- Viola odorata Flower/Leaf, Lavender Flower, and Rosemary Leaf Extracts: Neutralize brassiness and reduce yellowing of natural and color-treated hair.
Ingredient Callouts: Free of parabens, formaldehydes, phthalates, retinyl palmitate, oxybenzone, hydroquinone, sulfates SLS & SLES, triclocarban, and triclosan. It is also vegan, gluten-free, and cruelty-free.
What Else You Need to Know: Experience the only toning shampoo that combines strengthening and reparative Alpha Keratin 60ku® protein with an all-natural blend of violet and lavender botanical extracts to gently neutralize brassiness in all shades of color-treated, highlighted, and natural hair.
Fragrance Description: It’s scented with a warm blend of bright and calming ingredients, including yuzu zest, chamomile, and creamy sandalwood.
Clinical Results: In a two-week consumer-perception study with 57 panelists:
Immediately:
- 95% of blondes, brunettes, redheads, and gray-haired women said their hair looked more vibrant
After 2 weeks:
- 95% of blondes, brunettes, redheads, and gray-haired women said their hair looked shinier and less brassy
What it is: A gentle, sulfate-free shampoo made with all-natural colorants to tone, neutralize, and brighten all shades of color-treated and natural hair.
Hair Type: Fine, Medium, and Thick
Hair Texture: Straight, Wavy, Curly, and Coily
Hair Concerns:
- Brassiness
- Color Fading
- UV Protection
Key Benefits:
- Brightens
- Neutralizes
- Revitalizes
Highlighted Ingredients:
- Special Blend of Chamomile, Lemon Fruit, Red Cabbage, and Purple Ginseng Extracts and Natural Salicylic Acid from Wintergreen Leaf Extract: Subtly and cumulatively brightens yellow tones and rinses away brassiness.
- Turmeric Root Extract: Protects against UV damage, color distortion, pollution, and free radicals.
- Viola odorata Flower/Leaf, Lavender Flower, and Rosemary Leaf Extracts: Neutralize brassiness and reduce yellowing of natural and color-treated hair.
Ingredient Callouts: Free of parabens, formaldehydes, phthalates, retinyl palmitate, oxybenzone, hydroquinone, sulfates SLS & SLES, triclocarban, and triclosan. It is also vegan, gluten-free, and cruelty-free.
What Else You Need to Know: Experience the only toning shampoo that combines strengthening and reparative Alpha Keratin 60ku® protein with an all-natural blend of violet and lavender botanical extracts to gently neutralize brassiness in all shades of color-treated, highlighted, and natural hair.
Fragrance Description: It’s scented with a warm blend of bright and calming ingredients, including yuzu zest, chamomile, and creamy sandalwood.
Clinical Results: In a two-week consumer-perception study with 57 panelists:
Immediately:
- 95% of blondes, brunettes, redheads, and gray-haired women said their hair looked more vibrant
After 2 weeks:
- 95% of blondes, brunettes, redheads, and gray-haired women said their hair looked shinier and less brassy
