Virtue
What it is: A leave-in treatment cream that conditions and smooths hair, wet or dry, to eliminate frizz and lock out humidity for sleek hair all day.
Hair Type: Medium and Thick
Hair Texture: Straight, Wavy, Curly, and Coily
Hair Concerns:
- Frizz
- Heat Protection
- Straightening/Smoothing
Key Benefits: Frizz, Heat Protection, and Straightening/Smoothing
Formulation: Rich Lotion
Highlighted Ingredients:
- Pink Pomelo: Provides nutrients like vitamin A, C, B1, and zinc.
- Phospholipids: Help fight frizz and protect against humidity.
- Gotu Kola: Supports hair strength, smoothness, and luster.
Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging.
What Else You Need to Know: Virtue’s patented Alpha Keratin 60ku® protein binds directly to hair, filling and smoothing cracks and crevices along the cuticle. It adjusts to the unique needs of any hair typestraight hair becomes sleeker, wavy hair grows smoother, curls gain definition, and frizz is tamed across the board.
Clinical Results: In a consumer perception study of 52 women, after 1 week of use:
- 93% of women said their hair was smoother and healthier
- 91% said their hair felt more moisturized
- 85% said their curls stayed intact and frizz-free
What it is: A leave-in treatment cream that conditions and smooths hair, wet or dry, to eliminate frizz and lock out humidity for sleek hair all day.
Hair Type: Medium and Thick
Hair Texture: Straight, Wavy, Curly, and Coily
Hair Concerns:
- Frizz
- Heat Protection
- Straightening/Smoothing
Key Benefits: Frizz, Heat Protection, and Straightening/Smoothing
Formulation: Rich Lotion
Highlighted Ingredients:
- Pink Pomelo: Provides nutrients like vitamin A, C, B1, and zinc.
- Phospholipids: Help fight frizz and protect against humidity.
- Gotu Kola: Supports hair strength, smoothness, and luster.
Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging.
What Else You Need to Know: Virtue’s patented Alpha Keratin 60ku® protein binds directly to hair, filling and smoothing cracks and crevices along the cuticle. It adjusts to the unique needs of any hair typestraight hair becomes sleeker, wavy hair grows smoother, curls gain definition, and frizz is tamed across the board.
Clinical Results: In a consumer perception study of 52 women, after 1 week of use:
- 93% of women said their hair was smoother and healthier
- 91% said their hair felt more moisturized
- 85% said their curls stayed intact and frizz-free
