Virtue
What it is: A rich, non-drying shampoo that gently cleanses and maintains the natural curl pattern while removing excess oils and buildup.
Hair Type: Fine, Medium, and Thick
Hair Texture: Wavy, Curly, and Coily
Hair Concerns:
- Curl Enhancing
- Color Safe
- Oily Scalp
Key Benefits:
- Hydrates
- Nourishes
- Repairs
Highlighted Ingredients:
- Water-Soluble Jojoba Oil: Provides moisture and hydration to enhance shine and compatibility and detangle.
- Vegetable-Derived Polymer: Facilitates curl formation and definition.
- Specialty Rice Protein and Extract with Sunflower Seed Oil: Provides solar protection from the drying and damaging effects of UV rays.
-Alpha Keratin 60ku®: a healing protein that’s identical to the keratin that makes up 90% of our hair. It repaves and refills keratin, repairing damaged hair with each use.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging.
What Else You Need to Know: Alpha Keratin 60ku® works with specially chosen hydrators
and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage. This premium curl line is free of synthetic colorants.
Fragrance Description: A luxurious blend of juicy kumquat, grapefruit, and peppery
greens wrapped in warm driftwood notes keeps curls springy, shiny, and full of life.
Clinical Results: In a consumer-perception study of 50 women who used the Curl Shampoo and Curl Conditioner, after 2 weeks:
- 94% of participants said their curls were bouncier
- 92% of participants said their hair was softer, shinier, and cleaner-looking between washes
- 80% of participants saw more hydrated, well-defined, bouncier curls after just 1 use
In a consumer-perception study of 53 women who used the Curl Shampoo, Curl Conditioner, and Curl-Defining Whip, after 2 weeks:
- 96% of participants saw healthier and easier-to-style hair
What it is: A rich, non-drying shampoo that gently cleanses and maintains the natural curl pattern while removing excess oils and buildup.
Hair Type: Fine, Medium, and Thick
Hair Texture: Wavy, Curly, and Coily
Hair Concerns:
- Curl Enhancing
- Color Safe
- Oily Scalp
Key Benefits:
- Hydrates
- Nourishes
- Repairs
Highlighted Ingredients:
- Water-Soluble Jojoba Oil: Provides moisture and hydration to enhance shine and compatibility and detangle.
- Vegetable-Derived Polymer: Facilitates curl formation and definition.
- Specialty Rice Protein and Extract with Sunflower Seed Oil: Provides solar protection from the drying and damaging effects of UV rays.
-Alpha Keratin 60ku®: a healing protein that’s identical to the keratin that makes up 90% of our hair. It repaves and refills keratin, repairing damaged hair with each use.
Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging.
What Else You Need to Know: Alpha Keratin 60ku® works with specially chosen hydrators
and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage. This premium curl line is free of synthetic colorants.
Fragrance Description: A luxurious blend of juicy kumquat, grapefruit, and peppery
greens wrapped in warm driftwood notes keeps curls springy, shiny, and full of life.
Clinical Results: In a consumer-perception study of 50 women who used the Curl Shampoo and Curl Conditioner, after 2 weeks:
- 94% of participants said their curls were bouncier
- 92% of participants said their hair was softer, shinier, and cleaner-looking between washes
- 80% of participants saw more hydrated, well-defined, bouncier curls after just 1 use
In a consumer-perception study of 53 women who used the Curl Shampoo, Curl Conditioner, and Curl-Defining Whip, after 2 weeks:
- 96% of participants saw healthier and easier-to-style hair
