Virtue
What it is: A shampoo that rebuilds damaged hair with each use, gently dissolving daily buildup while filling in cracks of damage to leave hair healthy, soft, and supple.
Hair Type: Fine, Medium, and Thick
Hair Texture: Straight and Wavy
Hair Concerns:
- Damage/Split Ends/Breakage
- Dryness
- Color Fading
Key Benefits: Cleans, Nourishes, and Replenishes
Formulation: Rich Liquid
Highlighted Ingredients:
- Hydrolyzed Quinoa: This plant-based protein that enhances color, helps moisture retention, and adds shine.
- Baobab Seed Oil: From the African Tree of Life (known for its ability to store water), this rich, silky oil acts as an intense emollient for dry, damaged hair.
- Grapefruit Extract: Loaded with vitamin C and antioxidants, this refreshing fruit helps revitalize the scalp and returns hair’s vibrance and shine.
- 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 sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging. It features rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.
What Else You Need to Know: Formulated with a first-of-its-kind Alpha Keratin 60ku®, this shampoo works to rebuild damaged hair with each use. It works hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and color treatment. This product is an Allure Best of Beauty award winner.
Clinical Results: In a consumer perception study of 42 women who used Recovery Shampoo and Conditioner for 2 weeks, after 10 uses:
- 97% of women said their hair felt softer after just 1 use
- 97% of women felt their hair was less damaged
- 91% of women felt their hair was more manageable
What it is: A shampoo that rebuilds damaged hair with each use, gently dissolving daily buildup while filling in cracks of damage to leave hair healthy, soft, and supple.
Hair Type: Fine, Medium, and Thick
Hair Texture: Straight and Wavy
Hair Concerns:
- Damage/Split Ends/Breakage
- Dryness
- Color Fading
Key Benefits: Cleans, Nourishes, and Replenishes
Formulation: Rich Liquid
Highlighted Ingredients:
- Hydrolyzed Quinoa: This plant-based protein that enhances color, helps moisture retention, and adds shine.
- Baobab Seed Oil: From the African Tree of Life (known for its ability to store water), this rich, silky oil acts as an intense emollient for dry, damaged hair.
- Grapefruit Extract: Loaded with vitamin C and antioxidants, this refreshing fruit helps revitalize the scalp and returns hair’s vibrance and shine.
- 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 sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging. It features rich, nurturing blend of creamy coconut and tropical yuzu extracts wrapped in warm woods.
What Else You Need to Know: Formulated with a first-of-its-kind Alpha Keratin 60ku®, this shampoo works to rebuild damaged hair with each use. It works hard to fill in cracks in the cuticle to heal hair and repair damage from heat, chemicals, and color treatment. This product is an Allure Best of Beauty award winner.
Clinical Results: In a consumer perception study of 42 women who used Recovery Shampoo and Conditioner for 2 weeks, after 10 uses:
- 97% of women said their hair felt softer after just 1 use
- 97% of women felt their hair was less damaged
- 91% of women felt their hair was more manageable
