{"title":"VIRTUE","description":"\u003cdiv style=\"background:#f7f2f4;border-left:4px solid #b5587a;padding:14px 18px;border-radius:8px;margin:0 0 1.3rem;\"\u003e\u003cstrong\u003eVIRTUE in the UK at Remedies Beauty.\u003c\/strong\u003e\u003c\/div\u003e\u003cp\u003eShop VIRTUE at Remedies Beauty — browse the VIRTUE range with GBP pricing, fast free UK delivery, free 30-day returns and 10% off everything this summer.\u003c\/p\u003e\u003ch2\u003eFrequently asked questions\u003c\/h2\u003e\u003ch3\u003eIs VIRTUE available in the UK?\u003c\/h3\u003e\u003cp\u003eYes — shop VIRTUE at Remedies Beauty with GBP pricing, fast free UK delivery and free 30-day returns.\u003c\/p\u003e\u003ch3\u003eDoes Remedies Beauty stock VIRTUE?\u003c\/h3\u003e\u003cp\u003eYes, we carry a range of VIRTUE products. Browse the full VIRTUE collection below, all in GBP with UK delivery.\u003c\/p\u003e\u003ch3\u003eCan I get 10% off VIRTUE?\u003c\/h3\u003e\u003cp\u003eYes — our Summer Sale takes 10% off everything, including VIRTUE, applied automatically at checkout.\u003c\/p\u003e\u003cscript type=\"application\/ld+json\"\u003e{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"Is VIRTUE available in the UK?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes \\u2014 shop VIRTUE at Remedies Beauty with GBP pricing, fast free UK delivery and free 30-day returns.\"}}, {\"@type\": \"Question\", \"name\": \"Does Remedies Beauty stock VIRTUE?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes, we carry a range of VIRTUE products. Browse the full VIRTUE collection below, all in GBP with UK delivery.\"}}, {\"@type\": \"Question\", \"name\": \"Can I get 10% off VIRTUE?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes \\u2014 our Summer Sale takes 10% off everything, including VIRTUE, applied automatically at checkout.\"}}]}\u003c\/script\u003e\u003c!-- rb-rel --\u003e\u003cdiv style=\"margin-top:1.6rem;padding:16px 18px;background:#f7f2f4;border-radius:10px;\"\u003e\n\u003ch2 style=\"margin-top:0;font-size:1.05rem;\"\u003eRelated collections\u003c\/h2\u003e\n\u003cp style=\"line-height:2;margin:0;\"\u003e\u003ca href=\"\/collections\/skincare\"\u003eSkincare\u003c\/a\u003e · \u003ca href=\"\/collections\/makeup\"\u003eMakeup\u003c\/a\u003e · \u003ca href=\"\/collections\/hair-care\"\u003eHair Care\u003c\/a\u003e · \u003ca href=\"\/collections\/nails\"\u003eNails\u003c\/a\u003e · \u003ca href=\"\/collections\/k-beauty\"\u003eK-Beauty Skincare\u003c\/a\u003e · \u003ca href=\"\/collections\/vegan-beauty\"\u003eVegan Beauty\u003c\/a\u003e · \u003ca href=\"\/pages\/shop-by-brand\"\u003eAll brands A–Z\u003c\/a\u003e\u003c\/p\u003e\n\u003c\/div\u003e","products":[{"product_id":"virtue-recovery-conditioner-keratin-infused-for-damaged-color-treated-hair-sulfate-free-nourishing-repair","title":"VIRTUE Recovery Conditioner keratin-infused for damaged, color-treated hair — sulfate-free, nourishing repair","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Recovery Conditioner is a rich, keratin-infused conditioner designed to replenish and smooth damaged hair while protecting color.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis nourishing conditioner pairs advanced protein technology with a silky, creamy base to restore softness and shine to hair weakened by heat, chemical services, or everyday wear. It works as a restorative step in your routine without weighing hair down and is formulated free of sulfates, parabens, phthalates, synthetic dyes, and gluten. The fragrance blends creamy coconut and bright yuzu with warm woody notes for a pleasant finish.\u003c\/p\u003e\n\n\u003ch3\u003eHow does Recovery Conditioner rebuild damaged strands?\u003c\/h3\u003e\n\u003cp\u003eRecovery Conditioner delivers a concentrated keratin-derived protein that fills and smooths the hair cuticle, helping strands feel stronger and look less frayed. Regular use supports improved texture and reduces the rough, brittle appearance typical of chemically or thermally stressed hair.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eContains Alpha Keratin 60ku-inspired protein to replenish hair structure\u003c\/li\u003e\n  \u003cli\u003eThick, creamy formula coats the hair for targeted repair\u003c\/li\u003e\n  \u003cli\u003eHelps seal cuticle gaps for a smoother surface and more shine\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the formula is crafted to be compatible with color and other chemical services, offering repair without stripping or fading. It’s free from harsh sulfates and synthetic colorants that can compromise treated hair.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free cleansing system compatibility\u003c\/li\u003e\n  \u003cli\u003eNo synthetic dyes that could affect hair color tone\u003c\/li\u003e\n  \u003cli\u003eGentle enough for repeated use on chemically processed hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat kind of scent and texture should I expect?\u003c\/h3\u003e\n\u003cp\u003eThe conditioner has a luxurious, creamy texture that spreads easily and rinses clean for a silky finish. The scent is a comforting mix of creamy coconut and zesty yuzu rounded by subtle warm woods, leaving hair pleasantly fragranced but not overpowering.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSilky, smooth cream for effortless application\u003c\/li\u003e\n  \u003cli\u003eTropical-coconut and citrus yuzu top notes with woody base\u003c\/li\u003e\n  \u003cli\u003eLight fragrance that lingers softly on hair strands\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I use Recovery Conditioner within my routine?\u003c\/h3\u003e\n\u003cp\u003eAfter shampooing, apply a generous amount from mid-lengths to ends, leave in for one to three minutes for best absorption, then rinse. For more intensive repair, use alongside the matching Recovery Shampoo as part of a weekly treatment regimen.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse after cleansing with Recovery Shampoo or a gentle sulfate-free shampoo\u003c\/li\u003e\n  \u003cli\u003eLeave on 1–3 minutes; extend for deeper conditioning if needed\u003c\/li\u003e\n  \u003cli\u003ePair with VIRTUE's Recovery line for a complete repair system\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Recovery Conditioner is formulated for anyone seeking to restore manageability and shine to weakened, dry, or chemically treated hair. It’s ideal for people who regularly heat-style, color, or chemically alter their hair and want a professional-grade conditioner that supports long-term hair health without harsh ingredients.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Cetearyl Alcohol, Behentrimonium Chloride, Dimethicone, Cetyl Alcohol, PEG-8 Dimethicone, Stearamidopropyl Dimethylamine, Hydrogenated Ethylhexyl Olivate, Isododecane, Cetyl Esters, Ethylhexylglycerin, Keratin, Panthenol, Salvia Hispanica Seed Extract, Amaranthus Caudatus Seed Extract, Quercus Petraea Fruit Extract, Brassica Campestris\/Aleurites Fordi Oil Copolymer, Hydrolyzed Adansonia Digitata Seed Extract, Oryza Sativa (Rice) Seed Protein, Caesalpinia Spinosa Fruit Extract, Oryza Sativa (Rice) Extract, Cystoseira Compressa Extract, Hydrolyzed Pea Protein PG-Propyl Silanetriol, Cystine Bis-PG-Propyl Silanetriol, Cynara Scolymus (Artichoke) Leaf Extract, Citrus Paradisi (Grapefruit) Fruit Extract, Tocopheryl Acetate, Camellia Sinensis Leaf Extract, Asiaticoside, Hydrolyzed Quinoa, Hydrogenated Olive Oil Unsaponifiables, Butyrospermum Parkii (Shea) Butter, Oryza Sativa (Rice) Bran Extract, Jojoba Esters, Sodium Dilauramidoglutamide Lysine, Helianthus Annuus (Sunflower) Extract, Moringa Oleifera Seed Oil, Tocopherol, Madecassoside, Cinnamidopropyltrimonium Chloride, Rosmarinus Officinalis (Rosemary) Leaf Extract, Galactoarabinan, Xylitol, Trehalose, Zea Mays (Corn) Starch, Helianthus Annuus (Sunflower) Sprout Extract, Pisum Sativum (Pea) Extract, Hydrolyzed Linseed Extract, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Calcium Gluconate, Parfum (Fragrance), Propanediol, Caprylyl Glycol, Glycerin, Polysorbate 60, Hydroxyethylcellulose, Polysorbate 20, Dimethiconol, Maltodextrin, Quaternium-95, Gluconolactone, Phytic Acid, Ceteareth-20, Polysorbate 80, Disodium Phosphate, Caprylyl\/Capryl Glucoside, Butylene Glycol, Ethyl Linoleate, Ethyl Oleate, Sorbitan Oleate, Polyquaternium-37, Phenethyl Alcohol, Caprylic Acid, Phenoxyethanol, Isopropyl Alcohol, Benzyl Alcohol, Chlorphenesin, Sorbic Acid, Benzoic Acid, Sodium Phytate, Sodium Phosphate, Sodium Benzoate, Alcohol, Citric Acid, Potassium Sorbate, Dehydroacetic Acid, Benzyl Salicylate, Coumarin, Limonene, Hexyl Cinnamal, Linalool.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use Recovery Conditioner every day?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s gentle enough for daily use, though those with very fine hair may prefer less frequent application.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Does this product contain animal-derived keratin?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: The formula uses human-identical Alpha Keratin 60ku-inspired protein; VIRTUE products are cruelty-free.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53426107318619,"sku":"B07PVCK9KX","price":45.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-recovery-conditioner-front-packaging.jpg?v=1782210678"},{"product_id":"virtue-curl-conditioner-for-curly-hair-jojoba-oil-sulfate-free-hydrating-formula-for-frizz-control","title":"VIRTUE Curl Conditioner for Curly Hair — Jojoba Oil, Sulfate-Free Hydrating Formula for Frizz Control","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Curl Conditioner is a rich, creamy, sulfate-free formula with jojoba oil designed to hydrate, detangle, and define waves and curls without weighing them down.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis conditioner combines concentrated moisture with lightweight slip to restore curl elasticity and manageability. Formulated for a range of curl patterns — from soft waves to tight coils — it’s safe for color-treated and chemically processed hair and excludes silicones, sulfates, parabens, gluten, phthalates, synthetic colors, and dyes. The vegan recipe focuses on nourishing each strand to reduce frizz, improve definition, and leave curls softer to the touch.\u003c\/p\u003e\n\n\u003ch3\u003eHow does VIRTUE Curl Conditioner hydrate curly hair?\u003c\/h3\u003e\n\u003cp\u003eThe formula uses jojoba oil alongside emollients and humectants to lock moisture into the hair shaft while maintaining a light, non-greasy finish. Hydration improves elasticity and reduces breakage caused by dryness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eJojoba oil mimics natural sebum to smooth cuticles and retain moisture.\u003c\/li\u003e\n  \u003cli\u003eRich, creamy texture provides slip for detangling without excess weight.\u003c\/li\u003e\n  \u003cli\u003eHumectant components draw and hold moisture for longer-lasting softness.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill VIRTUE Curl Conditioner work on color-treated or chemically processed curls?\u003c\/h3\u003e\n\u003cp\u003eYes — the conditioner is formulated to be color-safe and gentle on chemically treated hair. It avoids harsh sulfates and synthetic ingredients that can strip color or weaken processed hair.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free cleansing compatibility supports longer-lasting color vibrancy.\u003c\/li\u003e\n  \u003cli\u003eNo silicones or heavy buildup that could dull treated hair.\u003c\/li\u003e\n  \u003cli\u003eSupports weakened or porous cuticles with conditioning agents to reduce breakage.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does this product help define curls and control frizz?\u003c\/h3\u003e\n\u003cp\u003eThe blend of moisturizing agents and lightweight conditioning elements smooth cuticles and reduce friction between strands, which improves clump formation and limits flyaways. Results are softer, more defined curls with reduced frizz after styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCreamy formula enhances curl pattern without flattening volume.\u003c\/li\u003e\n  \u003cli\u003eDetangling slip minimizes mechanical damage during combing or raking.\u003c\/li\u003e\n  \u003cli\u003eFrizz-control benefits come from cuticle smoothing rather than heavy coating.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use VIRTUE Curl Conditioner for best results?\u003c\/h3\u003e\n\u003cp\u003eApply after shampooing to mid-lengths and ends, leave in for one to three minutes for deeper conditioning, then rinse. For very dry or coarse curls, use as a short leave-in when hair is damp to boost moisture and definition.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eWork through damp hair with fingers or a wide-tooth comb to detangle.\u003c\/li\u003e\n  \u003cli\u003eRinse thoroughly for a lightweight finish or leave a small amount for extra definition.\u003c\/li\u003e\n  \u003cli\u003eFollow with your preferred styling routine (cream, gel, diffuse) for hold and shape.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Curl Conditioner is designed for people seeking a nourishing, lightweight conditioner that improves curl definition and manageability without silicones or sulfates. Ideal for all curl types — from loose waves to tight coils — and especially suited for those with color-treated or chemically relaxed hair who want vegan, cleaner-formula care.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Curl Conditioner safe for colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s formulated to be color-safe and avoids sulfates and harsh ingredients that strip color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this conditioner on fine curly hair without weighing it down?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The lightweight, creamy formula provides hydration and slip without heavy buildup.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53427394117979,"sku":"B09GT56JQH","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-front-packaging-curl-conditioner.jpg?v=1782223134"},{"product_id":"virtue-frizz-block-smoothing-spray-5-fl-oz-lightweight-leave-in-frizz-control-with-450-f-heat-protection","title":"VIRTUE Frizz Block Smoothing Spray — 5 fl oz, Lightweight Leave-In Frizz Control with 450°F Heat Protection","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Frizz Block Smoothing Spray is a lightweight leave-in mist that helps block humidity and tame frizz while providing thermal protection and color-safe care.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eEngineered for everyday use, this smoothing spray targets flyaways and unruly texture without weighing hair down. It delivers heat protection up to 450°F, defends against moisture-driven frizz for up to 72 hours, and is formulated to be safe on color-treated and chemically processed hair. Silicone-free and vegan, the formula is made without sulfates, parabens, phthalates, gluten, synthetic colors, or dyes — ideal when you want protection with a cleaner ingredient profile.\u003c\/p\u003e\n\n\u003ch3\u003eHow will this spray help when humidity rises?\u003c\/h3\u003e\n\u003cp\u003eVIRTUE Frizz Block creates a light barrier that reduces moisture absorption from the air, so strands stay smoother for longer. It’s meant to minimize the swelling and irregularity that causes frizz in damp or humid conditions without adding heavy residue.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHelps resist humidity-induced frizz for up to 72 hours\u003c\/li\u003e\n  \u003cli\u003eLeaves hair feeling soft and touchable, not stiff\u003c\/li\u003e\n  \u003cli\u003eWorks on many hair types — from fine to thicker textures\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eCan it protect my hair from heat styling tools?\u003c\/h3\u003e\n\u003cp\u003eYes — the formula provides thermal defense for styling tools, helping reduce risk of heat stress during blow-drying, flat-ironing, or curling. Apply before heat styling to form a protective layer that supports safer styling sessions.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHeat protection rated up to 450°F for high-temperature tools\u003c\/li\u003e\n  \u003cli\u003eSuitable as a pre-styling step for blow-drying and hot tools\u003c\/li\u003e\n  \u003cli\u003eLightweight mist preserves movement while shielding strands\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eThe spray is formulated to be color-safe and compatible with many chemical services, helping maintain color vibrancy while reducing frizz. Because it’s free of silicones and harsh sulfates, it won’t leave heavy buildup that can dull color over time.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eDesigned to be safe on color-treated and chemically processed hair\u003c\/li\u003e\n  \u003cli\u003eSilicone-free and sulfate-free to avoid unnecessary residue\u003c\/li\u003e\n  \u003cli\u003eVegan and free of parabens, phthalates, gluten, synthetic colors, and dyes\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use the spray for best results?\u003c\/h3\u003e\n\u003cp\u003eSpray onto damp or dry hair and distribute evenly through mid-lengths to ends, concentrating on areas prone to frizz. Use before heat styling for thermal protection, or as a finishing mist to smooth flyaways; reapply lightly if needed for ongoing humidity control.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply 6–10 inches from hair, focusing on frizz-prone areas\u003c\/li\u003e\n  \u003cli\u003eCan be used before heat styling or as a finishing product\u003c\/li\u003e\n  \u003cli\u003eReapply sparingly for extended humidity protection without buildup\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Frizz Block Smoothing Spray is aimed at people who want a lightweight, effective way to control frizz and protect hair from heat and humidity while preserving color. It’s a good fit for anyone seeking a cleaner-label styling product — particularly those with color-treated, chemically processed, or naturally frizz-prone hair who prefer silicone-free and vegan formulas.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Frizz Block safe on colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and designed for use on color-treated and chemically processed hair without silicones or harsh sulfates.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How long does the frizz protection last?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: The spray helps resist humidity-driven frizz for up to 72 hours, depending on hair type and environmental conditions.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53428336558427,"sku":"B0B92D2LNQ","price":58.47,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-frizz-block-front-packaging.jpg?v=1782224915"},{"product_id":"virtue-overnight-scalp-hair-elixir-1-7-fl-oz-lightweight-non-greasy-night-serum-with-alpha-keratin","title":"VIRTUE Overnight Scalp \u0026 Hair Elixir 1.7 fl oz — Lightweight, Non-Greasy Night Serum with Alpha Keratin","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Correct Overnight Scalp and Hair Elixir is a lightweight, leave-in night serum designed to rebalance the scalp, hydrate strands, and strengthen hair while you sleep.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis non-greasy elixir blends VIRTUE’s proprietary Alpha Keratin 60ku with targeted hydrating and peptide technologies to support a healthier scalp environment and more resilient hair. Developed to be gentle and dermatologist-tested, the formula absorbs easily overnight, leaving hair ready for styling the next morning. It’s marketed as safe for all hair and scalp types and offers a calming scent for a soothing pre-sleep routine.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this elixir support scalp comfort and balance?\u003c\/h3\u003e\n\u003cp\u003eThe serum focuses on restoring a balanced scalp environment without harsh or medicated actives. Lightweight humectants and a specialized hyaluronic component help maintain hydration at the root, while the formulation supports the scalp’s natural barrier for reduced dryness and irritation.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eContains specialized hyaluronic technology for targeted scalp hydration\u003c\/li\u003e\n  \u003cli\u003eDermatologist-tested to ensure gentle everyday use\u003c\/li\u003e\n  \u003cli\u003eNon-greasy texture that absorbs overnight\u003c\/li\u003e\n  \u003cli\u003eCalming fragrance to promote a relaxing bedtime ritual\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this serum make my hair feel heavier or oily by morning?\u003c\/h3\u003e\n\u003cp\u003eNo—VIRTUE designed the elixir as a lightweight, non-greasy leave-in treatment that sinks into the scalp and hair fiber rather than coating them. Users typically find hair manageable and not weighed down, with residues minimal after usual morning styling or gentle shampooing when desired.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFast-absorbing formula avoids buildup on the scalp\u003c\/li\u003e\n  \u003cli\u003eUse a few targeted pumps for fine or oily hair to control application\u003c\/li\u003e\n  \u003cli\u003eSits comfortably under pillow without excessive transfer\u003c\/li\u003e\n  \u003cli\u003eSuitable for routine overnight use\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat key ingredients are included and what do they do?\u003c\/h3\u003e\n\u003cp\u003eThe elixir features Alpha Keratin 60ku, a signature VIRTUE protein intended to support hair strength, alongside peptides and a hyaluronic derivative to hydrate and help improve strand resilience. The blend aims to complement hair’s natural structure without introducing harsh or medicated components.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku — formulated to support hair integrity\u003c\/li\u003e\n  \u003cli\u003ePeptide complex — designed to bolster strand strength\u003c\/li\u003e\n  \u003cli\u003eSpecialized hyaluronic ingredient — targets scalp and fiber hydration\u003c\/li\u003e\n  \u003cli\u003eDermatologist-tested base for gentle nightly application\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it in my nightly routine?\u003c\/h3\u003e\n\u003cp\u003eApply the elixir directly to a dry or slightly damp scalp before bed, concentrating on areas where your scalp feels dry or where hair needs extra support. Massage lightly to promote even distribution, then leave in overnight; style as usual in the morning or wash if you prefer a fresh start.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eDispense a few drops and section hair to target roots\u003c\/li\u003e\n  \u003cli\u003eGently massage into the scalp for even coverage\u003c\/li\u003e\n  \u003cli\u003eLeave in overnight—no rinsing required unless desired\u003c\/li\u003e\n  \u003cli\u003eAdjust amount by hair density; lighter application for fine hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Correct Overnight Scalp and Hair Elixir suits anyone seeking a gentle, night‑time scalp and hair primer—people wanting extra hydration at the roots, those looking to support hair strength with a protein-forward formula, or anyone who prefers an overnight leave-in treatment that won’t feel heavy. It’s formulated for all hair and scalp types and can be incorporated into regular haircare rituals for those wanting a simple, dermatologist-tested overnight boost.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this product safe for colored or chemically treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is dermatologist-tested and designed for all hair types, including color-treated and chemically processed hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use the overnight elixir?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use nightly or as needed; adjust frequency based on your scalp hydration needs and hair density.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53428409532763,"sku":"B0FHVX83GW","price":72.72,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-elixir-front-packaging.jpg?v=1782225617"},{"product_id":"virtue-flourish-mask-for-thinning-hair-5-oz-lightweight-strengthening-treatment-for-color-safe-volume-friendly-hair","title":"VIRTUE Flourish Mask for Thinning Hair, 5 oz — lightweight strengthening treatment for color-safe, volume-friendly hair","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Flourish Mask for Thinning Hair is a lightweight, whipped conditioning mask designed to strengthen strands and support a healthier-looking scalp and hair appearance.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eFormulated to be gentle on color- and chemically-treated hair, this 5 oz mask blends VIRTUE's proprietary Alpha Keratin 60ku Clinical with botanical actives like red clover, beet extract, green coffee and caffeine. The silicone- and sulfate-free formula delivers a spa-like scent profile with herbs, citrus, flowers and grounding woods while avoiding parabens, gluten, phthalates and synthetic dyes. Its whipped creamy texture spreads easily for targeted conditioning without weighing hair down.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this mask help hair feel stronger without heaviness?\u003c\/h3\u003e\n\n\u003cp\u003eThe mask combines Alpha Keratin 60ku Clinical, a protein derivative, with light, plant-based extracts to provide conditioning and manageability without coating strands in heavy silicones. The result is improved comb-through and a smoother surface sensation while preserving movement and volume for fine or thinning hair types.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eWhipped creamy texture for even, non-greasy application\u003c\/li\u003e\n  \u003cli\u003eSilicone-free formulation avoids weighty film on hair\u003c\/li\u003e\n  \u003cli\u003eAlpha Keratin 60ku Clinical supports structural resilience of strands\u003c\/li\u003e\n  \u003cli\u003eBotanical extracts add conditioning and antioxidant-rich support\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs the Flourish Mask safe for color-treated and processed hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the formula was created to be compatible with color and chemical services. It omits sulfates and harsh surfactants that can strip dye, and excludes parabens and synthetic colors that may interfere with salon-treated hair vibrancy.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eSafe for color-treated and chemically processed hair\u003c\/li\u003e\n  \u003cli\u003eSulfate-free and silicone-free to protect color longevity\u003c\/li\u003e\n  \u003cli\u003eParaben-free and free of synthetic dyes\u003c\/li\u003e\n  \u003cli\u003eVegan and gluten-free for sensitive scalps and preferences\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat are the key ingredients and what do they contribute?\u003c\/h3\u003e\n\n\u003cp\u003eVIRTUE pairs its Alpha Keratin 60ku Clinical with natural botanicals selected for scalp and strand support. Red clover, beet extract, green coffee and caffeine are present alongside essential oils to create a balanced sensory and scalp-care experience without aggressive actives.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku Clinical: a bioactive keratin derivative for strand integrity\u003c\/li\u003e\n  \u003cli\u003eRed clover and beet extract: botanical actives that support a healthy-looking scalp environment\u003c\/li\u003e\n  \u003cli\u003eGreen coffee and caffeine: light-stimulating botanicals used in topical hair care\u003c\/li\u003e\n  \u003cli\u003eBasil and patchouli essential oils: aromatic, balancing components for scalp care\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use the Flourish Mask in my routine?\u003c\/h3\u003e\n\n\u003cp\u003eUse as a weekly or biweekly treatment after shampooing to add conditioning without heaviness. Apply from mid-lengths to ends, leave for the recommended time on the product label, then rinse thoroughly; shorter contact times can be used on finer hair types for lighter conditioning.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eApply to clean, towel-dried hair from mid-lengths to ends\u003c\/li\u003e\n  \u003cli\u003eLeave on for the time suggested on the label, adjusting shorter for fine hair\u003c\/li\u003e\n  \u003cli\u003eRinse thoroughly to maintain volume and avoid residue build-up\u003c\/li\u003e\n  \u003cli\u003eUse weekly or as needed to maintain softness and manageability\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Flourish Mask for Thinning Hair is suited to anyone seeking lightweight conditioning and improved manageability, especially those with fine, thinning or chemically-treated hair who want a clean-formula, spa-scented mask. It’s appropriate for users avoiding silicones, sulfates, parabens, gluten and synthetic dyes, and for people who prefer vegan formulations with botanical extracts and a refined scent profile.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use Flourish Mask on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is safe for color- and chemically-treated hair and is free of sulfates and synthetic dyes.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this mask?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use weekly or biweekly depending on hair needs; fine hair may benefit from shorter contact times.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53428464484699,"sku":"B0BTK9CHLQ","price":82.9,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-flourish-mask-front-packaging.jpg?v=1782225984"},{"product_id":"virtue-curl-defining-whip-lightweight-hydrating-curl-cream-alpha-keratin-60ku-frizz-control","title":"VIRTUE Curl Defining Whip lightweight hydrating curl cream, Alpha Keratin 60ku \u0026 frizz control","description":"\u003cstrong\u003eVirtue Curl Defining Whip is a lightweight, hydrating cream that defines curls, reduces frizz, and provides touchable hold while nourishing hair.\u003c\/strong\u003e\n\n\u003cp\u003eDesigned for textured hair, this curl cream blends restorative proteins and natural oils to strengthen, shape, and hydrate a wide range of curl types without heavy buildup. The formula combines Alpha Keratin 60ku with shea butter, baobab oil and chia seed extract to support resiliency and moisture balance while remaining free of parabens, sulfates, silicones, phthalates, formaldehyde donors and synthetic colors.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this product improve curl definition and manageability?\u003c\/h3\u003e\n\u003cp\u003eThe Whip enhances natural curl pattern by adding moisture and light hold, so strands clump and spring with less frizz. It won’t weigh hair down, making it suitable for tighter coils through loose waves.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps repair damage-prone strands for stronger curl structure\u003c\/li\u003e\n  \u003cli\u003eShea butter and Pro-Vitamin B5 deliver hydration and softness\u003c\/li\u003e\n  \u003cli\u003eLightweight cream texture encourages curl clumping without stiffness\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this product protect hair from environmental stress and breakage?\u003c\/h3\u003e\n\u003cp\u003eThe formula includes antioxidant-rich extracts and nutrient-dense oils to shield hair from drying elements and pollutants while supporting elasticity. Regular use helps reduce brittleness that can lead to breakage.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eChia seed extract provides antioxidant defense against pollutants\u003c\/li\u003e\n  \u003cli\u003eBaobab oil replenishes essential fatty acids to help prevent moisture loss\u003c\/li\u003e\n  \u003cli\u003eAlpha Keratin 60ku targets weakened areas to improve tensile strength\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I apply the Virtue Curl Defining Whip for best results?\u003c\/h3\u003e\n\u003cp\u003eApply to damp hair for optimal clumping and hold. Work a golf-ball-sized amount through your hair, scrunching from the ends upward, and either air-dry or diffuse on low to finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eShake well before use to ensure even texture\u003c\/li\u003e\n  \u003cli\u003eDispense with can inverted and distribute through damp hair\u003c\/li\u003e\n  \u003cli\u003eTwist individual curls for extra definition, then air-dry or diffuse\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this formula clean and suitable for varied curl types?\u003c\/h3\u003e\n\u003cp\u003eYes — Virtue Curl is formulated without common harsh ingredients and is vegan and cruelty-free. Its lightweight hydration and reparative protein make it compatible with many curl patterns, from waves to coils.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of parabens, sulfates, silicones, phthalates, formaldehyde donors, and synthetic colorants\u003c\/li\u003e\n  \u003cli\u003eGluten-free, vegan, and cruelty-free\u003c\/li\u003e\n  \u003cli\u003eWorks for a broad range of curl densities and porosities\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: The Virtue Curl Defining Whip is ideal for anyone with textured hair seeking defined, touchable curls without crunchy residue — especially those concerned about breakage, environmental stress, or heavy ingredient lists. It's a good match for people who want nourishing, reparative benefits from a lightweight styling cream that respects clean beauty standards.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on fine curly hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The lightweight cream is formulated to define curls without heavy buildup, making it suitable for many fine curl patterns when used sparingly.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this product safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula avoids sulfates and harsh additives that can strip color, so it is generally safe for color-treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53428806386011,"sku":"B0D3FV3MBQ","price":54.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-curl-defining-whip-front-packaging.jpg?v=1782229661"},{"product_id":"virtue-flourish-hair-thickening-styling-treatment-4-fl-oz-lightweight-leave-in-with-heat-protectant-volumizing-action","title":"VIRTUE Flourish Hair Thickening Styling Treatment — 4 fl oz Lightweight Leave-In with Heat Protectant \u0026 Volumizing Action","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Flourish is a lightweight, soufflé-textured leave-in treatment that visibly adds volume and body to fine or thinning hair while protecting against heat.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned to work daily without weighing hair down, this powdery cream combines densifying actives and moisture-supporting ingredients to create lasting lift, bounce, and a fuller-looking shape. The formula activates on application to deliver continuous support throughout the day and can be used as a prep before heat styling or on air-dried hair for instant texture and thicker appearance.\u003c\/p\u003e\n\n\u003ch3\u003eHow quickly will I see more volume?\u003c\/h3\u003e\n\u003cp\u003eMost users notice increased lift and body immediately after styling thanks to the product's airy, soufflé-like texture that expands hair strands and enhances shape. Results are maintained throughout the day when applied to roots and lengths as directed.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eInstant visible boost at roots and along strands\u003c\/li\u003e\n  \u003cli\u003eFormulated to preserve lift all day\u003c\/li\u003e\n  \u003cli\u003eWorks on wet or damp hair before styling\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eCan this product make thin hair feel thicker over time?\u003c\/h3\u003e\n\u003cp\u003eRegular use supports a fuller appearance by building continuous-action density into the hair’s look and feel. While individual experiences vary, many users report hair appearing plumper and more resilient with ongoing application.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eDaily leave-in treatment for cumulative improvement\u003c\/li\u003e\n  \u003cli\u003eHydrating ingredients help hair feel less brittle\u003c\/li\u003e\n  \u003cli\u003eSupports the look of strength and body with repeated use\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it protect my hair during heat styling?\u003c\/h3\u003e\n\u003cp\u003eThe formula offers heat defense suitable for styling tools, helping to shield hair from high temperatures during blow-drying and thermal styling. Use as a thermal barrier before applying heat for added protection.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHeat protection up to 450°F for safer styling\u003c\/li\u003e\n  \u003cli\u003eLightweight texture won’t weigh down volume\u003c\/li\u003e\n  \u003cli\u003eCompatible with blow-dryers, flat irons, and curling tools\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I use VIRTUE Flourish for best results?\u003c\/h3\u003e\n\u003cp\u003eDistribute a small amount into damp hair, focusing on roots and mid-lengths, then style as usual. You can also apply to dry hair for targeted volume or refresh; a little goes a long way because of its airy, mousse-like feel.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply to towel-dried hair and comb through evenly\u003c\/li\u003e\n  \u003cli\u003eConcentrate at roots for lift and at ends for texture\u003c\/li\u003e\n  \u003cli\u003eReapply sparingly to dry hair to revive body between washes\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: VIRTUE Flourish is intended for people with fine, limp, or thinning hair who want an everyday, non-greasy solution to add lasting volume, texture, and a fuller-looking shape. It’s suitable for those who style with heat and for anyone seeking a lightweight leave-in that hydrates while boosting body and resilience.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Flourish safe for daily use?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s a daily leave-in styling treatment formulated to be lightweight for regular use without heavy buildup.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use it on colored or chemically treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is compatible with color-treated and chemically processed hair and helps enhance body and manageability.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53428888142171,"sku":"B0DB6TCK72","price":58.47,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-flourish-front-jar.jpg?v=1782230359"},{"product_id":"virtue-scalp-remedy-shampoo-fragrance-free-8-fl-oz-microbiome-balancing-color-safe","title":"VIRTUE Scalp Remedy Shampoo — Fragrance-Free 8 fl oz, Microbiome-Balancing \u0026 Color Safe","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Scalp Remedy Shampoo is a fragrance-free, microbiome-balancing cleanser designed to calm dry, oily, or irritated scalps while gently cleansing and hydrating all hair types.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis lightweight shampoo pairs skin-care-inspired actives with VIRTUE’s proprietary Alpha Keratin 60ku Clinical — a bio-identical protein — to support a balanced scalp environment and strengthen strands from root to tip. Formulated fragrance-free and color safe, it creates a soft lather that rinses clean without stripping natural moisture, making it useful for everyday routines or targeted scalp care when irritation or imbalance appears.\u003c\/p\u003e\n\n\u003ch3\u003eHow does VIRTUE Scalp Remedy Shampoo help rebalance the scalp microbiome?\u003c\/h3\u003e\n\n\u003cp\u003eThe formula focuses on restoring a healthy pH and supporting the scalp’s natural microbial community rather than eliminating microbes indiscriminately. By optimizing pH and combining gentle cleansing agents with nourishing proteins, it encourages conditions that favor a balanced microbiome while minimizing disruption to beneficial flora.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eContains Alpha Keratin 60ku Clinical to support scalp and hair integrity.\u003c\/li\u003e\n  \u003cli\u003epH-optimizing ingredients help maintain a stable scalp environment.\u003c\/li\u003e\n  \u003cli\u003eGentle surfactants deliver cleansing without harsh stripping.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this shampoo work for both dry and oily scalps?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the product is formulated to be adaptable: it hydrates and soothes dry, irritated scalps while removing excess oils from oilier scalps without over-drying. The key is its balanced cleansing strength and protein-rich support that addresses different scalp needs without a one-size-fits-all aggressive approach.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eHydrating elements replenish moisture for dry areas.\u003c\/li\u003e\n  \u003cli\u003eLight lather effectively lifts excess oil from roots.\u003c\/li\u003e\n  \u003cli\u003eSuitable for daily use; adjust amount for finer or oilier hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use Scalp Remedy Shampoo in my routine?\u003c\/h3\u003e\n\n\u003cp\u003eUse a quarter-size amount worked into a lather between palms, apply to wet hair, massage into the scalp, then rinse. For best results, follow with VIRTUE Scalp Conditioner; swap in the Exfoliating Scalp Scrub once a week for a deeper scalp treatment.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eWork product between palms before applying for even distribution.\u003c\/li\u003e\n  \u003cli\u003eMassage the scalp to encourage circulation and effective cleansing.\u003c\/li\u003e\n  \u003cli\u003eUse sparingly on finer hair; formulated for daily use, even when sensitive.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this shampoo safe for color-treated and all hair types?\u003c\/h3\u003e\n\n\u003cp\u003eThe fragrance-free formula is color safe and designed for compatibility with a wide range of hair textures and treatments. Because it focuses on gentle cleansing and reinforcement with bio-identical keratin, it can be included in color-care and maintenance regimens without compromising vibrancy when used as directed.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eColor-safe formulation protects dyed hair when rinsed properly.\u003c\/li\u003e\n  \u003cli\u003eBio-identical Alpha Keratin helps strengthen stressed strands.\u003c\/li\u003e\n  \u003cli\u003eAppropriate for straight, wavy, curly, coily, and chemically treated hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: VIRTUE Scalp Remedy Shampoo is intended for people seeking a gentle, science-informed scalp cleanser that balances pH and nourishes both scalp and hair. It’s especially helpful for those experiencing dryness, oiliness, sensitivity, or occasional irritation who want a fragrance-free, color-safe option that can be used regularly as part of a maintenance or recovery routine.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Lauryl Glucoside, Glycerin, Rice Oil Glycereth-8 Esters, Propanediol, Ethylhexylglycerin, Keratin, Panthenol, Salicylic Acid, Salix Alba (Willow) Bark Extract, Ziziphus Joazeiro Bark Extract, Sarcosine, Anetholea Anisata Leaf Extract, Tropaeolum Majus Flower Extract, Oryza Sativa (Rice) Extract, Salvia Hispanica Seed Extract, Tocopherol, Camellia Sinensis Leaf Extract, Oryza Sativa (Rice) Seed Protein, Caesalpinia Spinosa Fruit Extract, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Citrus Paradisi (Grapefruit) Fruit Extract, Gluconolactone, Helianthus Annuus (Sunflower) Sprout Extract, Trehalose, Xylitol, Quaternium-95, Simmondsia Chinensis (Jojoba) Seed Oil, Tetrasodium Glutamate Diacetate, Polyquaternium-113, Rosmarinus Officinalis (Rosemary) Leaf Extract, Galactoarabinan, Disteareth-75 IPDI, Heptyl Glucoside, Decyl Glucoside, Dicaprylyl Ether, Hydroxypropyl Methylcellulose Stearoxy Ether, Guar Hydroxypropyltrimonium Chloride, Glyceryl Oleate, Trisodium Ethylenediamine Disuccinate, Sodium Dilauramidoglutamide Lysine, Maltodextrin, Phytic Acid, Caprylyl Glycol, Sodium Phosphate, Sodium Metabisulfite, Calcium Gluconate, Phenoxyethanol, Benzyl Alcohol, Sodium Benzoate, Potassium Sorbate, Chlorphenesin, Citric Acid, Benzoic Acid, Sodium Hydroxide.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this every day?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s formulated for daily use and is gentle enough even for sensitive scalps when used as directed.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is it safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The fragrance-free formula is color safe and won’t strip hair color when rinsed properly.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429127643483,"sku":"B0DSKBDH73","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-scalp-remedy-front-packaging.jpg?v=1782233180"},{"product_id":"virtue-purifying-leave-in-conditioner-spray-5-fl-oz-lightweight-detangling-frizz-control-color-safe-hydration","title":"VIRTUE Purifying Leave-In Conditioner Spray 5 fl oz — Lightweight Detangling, Frizz Control \u0026 Color-Safe Hydration","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Purifying Leave-In Hair Conditioner Spray is a lightweight milky mist that detangles, reduces frizz and split ends, and adds moisture without weighing hair down.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis leave-in conditioning spray blends VIRTUE's Alpha Keratin 60ku protein with weightless moisturizers to smooth strands, boost shine, and improve manageability for fine to medium hair. Its airy texture absorbs quickly, fights humidity-driven flyaways, and refreshes curl pattern while remaining safe for color- and chemically treated hair. The scent is a fresh citrus-floral with tea notes and essential oils for a lively finish.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this mist improve daily styling and manageability?\u003c\/h3\u003e\n\u003cp\u003eThe fine, milky spray detangles wet or dry hair instantly, making comb-throughs easier and cutting styling time. It leaves hair softer and more pliable so you can shape styles with less friction and breakage.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eDetangles knots for faster brushing and less pulling\u003c\/li\u003e\n  \u003cli\u003eWeightless hydration prevents limpness while enhancing movement\u003c\/li\u003e\n  \u003cli\u003eSmooths flyaways for cleaner-looking styles\u003c\/li\u003e\n  \u003cli\u003eSuitable as a primer before heat styling\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it protect color and chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the formula is crafted to be color-safe and gentle on chemically altered hair. It avoids harsh sulfates, parabens, phthalates and synthetic dyes, reducing the risk of striping or accelerated fading while reinforcing strand structure with protein.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSafe for color-treated and chemically processed hair\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates and synthetic colors\u003c\/li\u003e\n  \u003cli\u003eGluten-free and cruelty-free for peace of mind\u003c\/li\u003e\n  \u003cli\u003eAlpha Keratin component helps strengthen and smooth cuticles\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does it tackle frizz, humidity, and split ends?\u003c\/h3\u003e\n\u003cp\u003eThe lightweight mist forms a subtle conditioning layer that reduces friction and seals the hair surface, minimizing humidity-driven swelling and visible frizz. Regular use helps reduce the appearance of split ends by smoothing strand edges, though trimming remains necessary for full removal.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFights humidity to calm puffiness and flyaways\u003c\/li\u003e\n  \u003cli\u003eSmooths cuticle to lessen the look of split ends\u003c\/li\u003e\n  \u003cli\u003eRefreshes curls for better definition and reduced frizz\u003c\/li\u003e\n  \u003cli\u003eNon-greasy finish keeps hair feeling clean\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use the leave-in spray for best results?\u003c\/h3\u003e\n\u003cp\u003eApply to towel-dried or dry hair from mid-lengths to ends, then comb or finger-through to distribute evenly. Use a few sprays for light conditioning or more for extra detangling; pair with styling tools as needed for shape and hold.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSpritz evenly 6–8 inches from hair, focusing on mid-lengths and ends\u003c\/li\u003e\n  \u003cli\u003eComb through to detangle and distribute product\u003c\/li\u003e\n  \u003cli\u003eUse before blow-drying or on dry hair to refresh style\u003c\/li\u003e\n  \u003cli\u003eAdjust amount by hair thickness—less for fine, more for medium textures\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this product is for: VIRTUE Purifying Leave-In Hair Conditioner Spray is ideal for people with fine to medium hair who want easier detangling, frizz control, and lightweight moisture without bulk. It suits those who color or chemically treat their hair and prefer formulas free from sulfates, parabens, phthalates, and synthetic dyes. If you seek a fresh citrus-floral scent with added shine and a non-greasy finish, this mist is designed to fit into daily care and styling routines.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this leave-in safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and free of sulfates, parabens, phthalates, and synthetic dyes.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use it on dry hair to refresh styles?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Spray on dry hair to tame flyaways, refresh curls, and ease light tangles.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429243904347,"sku":"B07NLHV2M1","price":46.26,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-leave-in-front-packaging.jpg?v=1782234368"},{"product_id":"virtue-un-frizz-leave-in-hair-treatment-for-frizz-control-color-safe-lightweight-curl-defining-cream","title":"VIRTUE Un-Frizz Leave-In Hair Treatment for Frizz Control — Color-Safe, Lightweight Curl-Defining Cream","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Un-Frizz Leave-In Hair Treatment is a lightweight leave-in cream that smooths frizz, defines curls, and seals out humidity for softer, more manageable hair.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eIf your hair reacts to damp weather, styling, or color processes, this cream is formulated to improve texture without weighty oils or waxes. It uses VIRTUE’s proprietary Alpha Keratin 60ku protein to repair surface irregularities along the cuticle and adapt to different hair types—smoothing straight strands, refining waves, and enhancing curl shape. The formula absorbs quickly, leaving no greasy film, and is free from sulfates, parabens, phthalates, synthetic dyes, and cruelty.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this treatment reduce frizz in humid conditions?\u003c\/h3\u003e\n\u003cp\u003eThe product creates a smoother cuticle surface so moisture from the air has fewer entry points to swell the hair shaft. That helps hair resist puffing and maintain a sleeker appearance through the day.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku fills microscopic cuticle gaps for a smoother surface.\u003c\/li\u003e\n  \u003cli\u003eLightweight emollients lock out humidity without weighing hair down.\u003c\/li\u003e\n  \u003cli\u003eFast-absorbing texture prevents greasy residue that attracts frizz.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this work on color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes—VIRTUE Un-Frizz is formulated to be safe for color and many chemical processes while offering conditioning benefits. It helps improve texture without ingredients that commonly strip color or add buildup.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eColor-safe ingredients that won’t accelerate fading when used as directed.\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates and synthetic colors that can be harsh on treated hair.\u003c\/li\u003e\n  \u003cli\u003eLightweight conditioning supports elasticity and manageability post-treatment.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it for curls, waves, or straight hair?\u003c\/h3\u003e\n\u003cp\u003eIt’s designed for flexible application on wet or dry hair. Use sparingly to avoid overloading the hair; a small amount goes a long way to smooth, define, or tame flyaways depending on your hair type.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFor curls: apply to damp hair, scrunch to define and air-dry or diffuse.\u003c\/li\u003e\n  \u003cli\u003eFor waves: distribute through mid-lengths to ends to enhance shape and reduce frizz.\u003c\/li\u003e\n  \u003cli\u003eFor straight hair: smooth a small amount through lengths to reduce static and add sheen.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat sensory experience and safety features does the cream offer?\u003c\/h3\u003e\n\u003cp\u003eThe formula balances nourishment with a clean finish and a subtle botanical scent. VIRTUE includes calming lavender and bright mint notes, delivering a restorative aroma while maintaining a non-greasy feel.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eRestorative herbal-fruit scent with lavender and mint essential oils.\u003c\/li\u003e\n  \u003cli\u003eNon-oily, non-filmy finish for everyday styling use.\u003c\/li\u003e\n  \u003cli\u003eFree of sulfates, parabens, phthalates, synthetic dyes; gluten free and cruelty-free.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Un-Frizz Leave-In Hair Treatment is aimed at people who want a practical, lightweight solution to manage texture—whether you have straight, wavy, curly, color-treated, or chemically processed hair. If you frequently battle humidity, flyaways, or limp-looking strands after styling, this product offers targeted surface repair and lasting smoothness without heavy buildup. It suits anyone seeking a leave-in that conditions, defines, and helps maintain a polished look through changing weather and daily styling routines.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Dimethicone, Propanediol, Butylene Glycol Dicaprylate\/Dicaprate, Isononyl Isononanoate, Cyclopentasiloxane, Behenyl Alcohol, Cetearyl Alcohol, Glycine Soja (Soybean) Oil, Sodium Acrylates Copolymer, Stearic Acid, Keratin, Tocopherol, Phospholipids, Citrus Paradisi (Grapefruit) Fruit Extract, Madecassoside, Asiaticoside, Polysorbate 60, Lecithin Parfum (Fragrance), Glycerin, Ethylhexylglycerin, Phenoxyethanol, Disodium EDTA, Citric Acid, Linalool, Limonene, Coumarin, Benzyl Salicylate.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use Un-Frizz on damp and dry hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Apply to damp for shaping and definition or to dry hair for touch-ups and frizz control.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this leave-in safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s formulated to be color-safe and free from sulfates and synthetic dyes.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429249933659,"sku":"B07PVC9X5K","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-un-frizz-front-packaging.jpg?v=1782234461"},{"product_id":"virtue-full-volumizing-conditioner-thickens-fine-hair-color-safe-sulfate-free-formula","title":"VIRTUE Full Volumizing Conditioner — Thickens Fine Hair, Color-Safe Sulfate-Free Formula","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Volumizing Conditioner builds noticeable thickness and lift while remaining lightweight and color-safe.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis conditioner is formulated to add body and density to fine or limp hair without weighing strands down. Featuring VIRTUE’s proprietary Alpha Keratin 60ku protein, the formula works at the fiber level to improve fullness and manageability over repeated uses, while delivering hydration and surface smoothness for visible shine.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this conditioner add volume without heaviness?\u003c\/h3\u003e\n\u003cp\u003eThe formula uses an ultra-light weighting system that targets interior strand structure rather than coating with heavy oils. Alpha Keratin 60ku helps reinforce and plump individual fibers from within, while emollients and conditioning agents smooth cuticles for lift at the root and body through the lengths.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku protein strengthens and thickens strands internally\u003c\/li\u003e\n  \u003cli\u003eLightweight conditioning agents provide hydration without residue\u003c\/li\u003e\n  \u003cli\u003eCuticle-smoothing ingredients enhance manageability and visible lift\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs it safe for colored or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the VIRTUE Full Volumizing Conditioner is formulated to be color-safe and free from sulfates that can strip pigment. The gentle, pH-balanced formula helps preserve color vibrancy and integrity while delivering conditioning benefits suited to processed hair.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free base to reduce color fade from harsh detergents\u003c\/li\u003e\n  \u003cli\u003epH-friendly formulation to support treated hair health\u003c\/li\u003e\n  \u003cli\u003eMoisturizing ingredients that protect and enhance dyed hair shine\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it for best thickening results?\u003c\/h3\u003e\n\u003cp\u003eApply after shampooing to towel-dried hair, focusing on mid-lengths and ends; leave in for one to three minutes before rinsing for optimal conditioning and volume. For targeted lift, concentrate a small amount at the roots and use a gentle rake-through to distribute the product evenly.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse on clean, damp hair after VIRTUE Full Shampoo\u003c\/li\u003e\n  \u003cli\u003eLeave in briefly to allow Alpha Keratin 60ku to penetrate fibers\u003c\/li\u003e\n  \u003cli\u003eRinse thoroughly and style as usual for lasting body\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat immediate and long-term benefits can I expect?\u003c\/h3\u003e\n\u003cp\u003eImmediately, hair feels softer, smoother, and appears fuller with added shine and lift. Over continued use, strand structure improves, making hair look denser and more resilient while maintaining a balanced moisture level and manageability.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eInstant smoothing, detangling, and visible body\u003c\/li\u003e\n  \u003cli\u003eProgressive improvement in strand thickness and strength\u003c\/li\u003e\n  \u003cli\u003eLonger-lasting style hold and enhanced luster\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Full Volumizing Conditioner is designed for anyone with fine, limp, or thinning-looking hair seeking lightweight lift and thicker-looking strands without sacrificing color or softness. It also suits users with chemically treated or delicate hair who want a non-greasy, reparative conditioner that supports fuller-looking results over time.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Does VIRTUE Full Conditioner work on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It's formulated sulfate-free and pH-friendly to help preserve color while conditioning.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use after each shampoo for best results; consistent use improves strand thickness over time.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429251342683,"sku":"B07PW9JDCY","price":84.93,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-conditioner-front-packaging.jpg?v=1782234486"},{"product_id":"virtue-texturizing-spray-5-oz-sulfate-free-texture-lightweight-volume-color-safe","title":"VIRTUE Texturizing Spray — 5 oz Sulfate-Free Texture \u0026 Lightweight Volume, Color-Safe","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Texturizing Spray is a lightweight, sulfate-free mist that adds instant texture, natural shine, and buildable volume while remaining safe for color-treated hair.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis airy aerosol blends Alpha Keratin 60ku protein with botanically inspired oils to create flexible hold and visible luster without stiffness or residue. Designed to lift, define, and refresh styles, the formula works on all hair types and is free from sulfates, parabens, phthalates, synthetic color, and cruelty.\u003c\/p\u003e\n\n\u003ch3\u003eHow quickly will this spray add texture and volume?\u003c\/h3\u003e\n\u003cp\u003eYou’ll notice added body and grip immediately after misting; the effect is lightweight and buildable so you can layer without crunch. It enhances natural movement rather than locking hair into a rigid shape.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eInstant lift at the roots and increased strand separation\u003c\/li\u003e\n  \u003cli\u003eBuildable texture with multiple short bursts\u003c\/li\u003e\n  \u003cli\u003eNo sticky or heavy feel—keeps movement responsive\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it protect color-treated or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eThe formula is safe for color and chemical processes and includes Alpha Keratin 60ku protein to reinforce hair surface for healthier-looking shine. It also contains UV-defensive ingredients and antioxidant-rich essential oils to help preserve color vibrancy under everyday exposure.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eColor-safe, preserves tone and shine\u003c\/li\u003e\n  \u003cli\u003eProtein infusion for smoother-looking cuticles\u003c\/li\u003e\n  \u003cli\u003eBotanical oils provide antioxidant support and scent\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I use it to get long-lasting texture without stiffness?\u003c\/h3\u003e\n\u003cp\u003eSpray from a distance of about 8–12 inches and scrunch or tousle with your hands to break up strands and build separation. For targeted root lift, apply at the base and work upward; for beachy waves, mist through mid-lengths to ends and twist sections with your fingers.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eShort bursts produce natural, touchable texture\u003c\/li\u003e\n  \u003cli\u003eLayer lightly for stronger hold without crunch\u003c\/li\u003e\n  \u003cli\u003eCan be applied to dry or slightly damp hair depending on desired finish\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat are the key ingredients and fragrance notes?\u003c\/h3\u003e\n\u003cp\u003eThe spray centers on Alpha Keratin 60ku protein to promote smoother, shinier-looking hair while providing flexible texture. The scent balances bright citrus top notes with warm woody undertones and includes mandarin and Amyris essential oils for a polished finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku for surface reinforcement and shine\u003c\/li\u003e\n  \u003cli\u003eMandarin and Amyris oils for fragrance and antioxidant benefits\u003c\/li\u003e\n  \u003cli\u003eFormulated without sulfates, parabens, phthalates, or synthetic dyes\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Texturizing Spray is ideal for anyone seeking light, adaptable texture and natural-looking volume—perfect for fine hair needing lift, medium to thick hair that benefits from definition, or color-treated clients who want hold without compromising tone. If you want flexible styling, subtle shine, and a clean ingredient profile, this mist is built to perform in everyday routines and on special occasions alike.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and free of sulfates and synthetic dyes, while Alpha Keratin 60ku helps maintain shine and surface health.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How do I layer the spray without making hair stiff?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use short, spaced sprays from 8–12 inches and scrunch between applications to build texture gradually without crunch.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429251440987,"sku":"B07PXGJV98","price":54.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-texturizing-spray-front-packaging.jpg?v=1782234484"},{"product_id":"virtue-volumizing-hair-primer-spray-lightweight-non-aerosol-root-lift-with-alpha-keratin","title":"VIRTUE Volumizing Hair Primer Spray — Lightweight Non-Aerosol Root Lift with Alpha Keratin","description":"\u003cstrong\u003eVIRTUE Volumizing Hair Primer Spray is a lightweight, non-aerosol mist that builds root memory and primes hair for fuller, longer-lasting styles without stickiness.\u003c\/strong\u003e\n\n\u003cp\u003eThis weightless primer is designed to give fine or flat hair a noticeable lift while creating a smooth foundation for styling. Enriched with VIRTUE’s proprietary Alpha Keratin 60ku protein, the formula absorbs quickly to add body and shine, protect against buildup, and help hair hold its shape. It’s fragrance-forward with a citrus-floral scent and formulated without sulfates, parabens, phthalates, synthetic dyes, or gluten—safe for color- and chemically-treated hair.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this spray create volume without weighing hair down?\u003c\/h3\u003e\n\u003cp\u003eThe mist deposits a light film at the root that encourages hair to lift and keeps strands separated, avoiding the flat, heavy feeling typical of heavier mousses or creams. Its non-aerosol delivery ensures even coverage so you can target roots precisely. Over time, the Alpha Keratin 60ku works to strengthen hair structure while styling benefits remain immediate.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eNon-aerosol fine mist for controlled root placement\u003c\/li\u003e\n  \u003cli\u003eLightweight formula that won’t leave residue or stickiness\u003c\/li\u003e\n  \u003cli\u003eAlpha Keratin 60ku to support strand strength and texture\u003c\/li\u003e\n  \u003cli\u003eSuitable for daily use without build-up\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhen and how should I apply the primer for best results?\u003c\/h3\u003e\n\u003cp\u003eApply to damp, towel-dried hair before blow-drying or heat styling to create a foundation that boosts volume and extends style memory. Spray at the roots and lightly through mid-lengths, then comb or finger through for even distribution. Finish with your preferred heat tools or air-dry for natural lift.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse on damp hair for optimal root lift\u003c\/li\u003e\n  \u003cli\u003eTarget roots for maximum volume, mid-lengths for added texture\u003c\/li\u003e\n  \u003cli\u003eLayer under other styling products without causing weight or grit\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat styling benefits and scent can I expect?\u003c\/h3\u003e\n\u003cp\u003eBeyond lift, the primer helps maintain the architecture of your style so blowouts and textured looks hold longer. It adds a luminous sheen without greasiness, making hair look polished and full. The fragrance blends leafy greens, white pear, spearmint leaf, and lemon essential oils for a refreshing citrus-floral finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eImproves style memory for longer-lasting shapes and volume\u003c\/li\u003e\n  \u003cli\u003eLeaves hair shiny and soft, not sticky or stiff\u003c\/li\u003e\n  \u003cli\u003eRevitalizing citrus-floral scent with pear and mint accords\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes—the formula is free from sulfates, parabens, phthalates, synthetic colors, and gluten, and it’s cruelty-free. Its gentle composition makes it compatible with color-treated and chemically processed hair while providing a pre-styling boost without compromising treatment results.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of common harsh ingredients that can strip color\u003c\/li\u003e\n  \u003cli\u003eDesigned to be gentle on processed and delicate hair types\u003c\/li\u003e\n  \u003cli\u003eCruelty-free and formulated without synthetic dyes\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Volumizing Hair Primer Spray is ideal for anyone with fine, limp, or flat hair who wants a lightweight pre-styling product to build volume and hold. It also suits clients seeking a clean-formula primer compatible with color or chemical treatments, and anyone who prefers a non-sticky, fragrant mist that supports everyday styling and long-term hair resilience.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is free of sulfates, parabens, and synthetic dyes, making it safe for color-treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Will it make my hair sticky or heavy?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: No. The lightweight, non-aerosol mist is designed to add volume without stickiness or weight.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429251735899,"sku":"B07PYHD423","price":52.37,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-volumizing-primer-front-packaging.jpg?v=1782234489"},{"product_id":"virtue-restorative-hair-mask-for-damaged-hair-keratin-baobab-oil-color-safe-repair","title":"VIRTUE Restorative Hair Mask for Damaged Hair — Keratin \u0026 Baobab Oil, Color-Safe Repair","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Restorative Hair Mask is a creamy, lightweight treatment that rebuilds and hydrates damaged hair using keratin and baobab seed oil while remaining safe for color-treated strands.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis intensive mask targets hair weakened by heat styling, chemical services, and daily environmental stress. Formulated to feel rich without heaviness, it restores shine, improves manageability, and helps hair resist breakage. The scent blends coconut and yuzu with warm woods for a comforting finish, and the formula excludes sulfates, parabens, phthalates, synthetic dyes, and gluten—cruelty-free and suitable for a range of hair types.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this mask rebuild hair weakened by heat or color?\u003c\/h3\u003e\n\u003cp\u003eKeratin in the formulation helps replenish proteins lost from chemical treatments and thermal styling, supporting the hair’s internal structure. Baobab seed oil adds lightweight moisture and fatty acids to smooth the surface and reduce frizz. Together they fortify strands so hair looks and feels healthier after use.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHydrolyzed keratin to strengthen cuticle and cortex.\u003c\/li\u003e\n  \u003cli\u003eBaobab seed oil for quick-absorbing hydration and shine.\u003c\/li\u003e\n  \u003cli\u003eWeightless texture prevents limpness on fine hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhen should I use the VIRTUE Restorative Hair Mask in my routine?\u003c\/h3\u003e\n\u003cp\u003eUse this mask weekly or whenever hair feels brittle or dehydrated; for intensive repair, apply two to three times per week until desired improvement. Leave it on per product instructions for deep conditioning, then rinse thoroughly for best results. It can replace your regular conditioner when hair needs extra rebuilding.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eWeekly maintenance for general repair and softness.\u003c\/li\u003e\n  \u003cli\u003eMore frequent use for recently processed or heat-damaged hair.\u003c\/li\u003e\n  \u003cli\u003eCan be used from mid-lengths to ends to avoid heavy roots.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs the formula safe for color-treated and chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the mask is designed to be color-safe and compatible with chemical services. It is free of sulfates and synthetic colors that can strip or dull treated hair, so it helps preserve vibrancy while improving texture. Always follow salon guidance if you have recent chemical treatments.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of sulfates and synthetic dyes that can fade color.\u003c\/li\u003e\n  \u003cli\u003eGentle, yet effective formula for chemically treated strands.\u003c\/li\u003e\n  \u003cli\u003eHelps maintain shine without depositing heavy residues.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat sensory and ethical qualities does the product offer?\u003c\/h3\u003e\n\u003cp\u003eThe mask balances luxurious creaminess with an airy finish so hair is nourished but not weighed down. It features a warm, tropical-fruity fragrance profile and is formulated without parabens, phthalates, or gluten. VIRTUE also ensures the product is cruelty-free for conscious shoppers.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCreamy feel that spreads easily and rinses clean.\u003c\/li\u003e\n  \u003cli\u003eCoconut and yuzu top notes with warm wood base.\u003c\/li\u003e\n  \u003cli\u003eFree from parabens, phthalates, gluten; cruelty-free.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: This mask is suited to anyone with hair that needs rebuilding, extra moisture, or improved manageability—especially people who color, chemically process, or frequently heat-style their hair. It works for fine to coarse textures because the lightweight formula restores strength without flattening roots. Choose VIRTUE Restorative Hair Mask when you want a salon-grade repair treatment that supports color and leaves hair soft, shiny, and more resilient.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this mask on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and free of sulfates and synthetic dyes to help preserve hair color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I apply the Restorative Hair Mask?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use weekly for maintenance or 2–3 times weekly for more intensive repair, focusing from mid-lengths to ends.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429318910299,"sku":"B07ZS32QKP","price":48.3,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-front-jar-restorative-mask.jpg?v=1782235397"},{"product_id":"virtue-restorative-hair-mask-with-keratin-baobab-oil-color-safe-deep-conditioning-lightweight-repair","title":"VIRTUE Restorative Hair Mask with Keratin \u0026 Baobab Oil — Color-Safe Deep-Conditioning Lightweight Repair","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Restorative Hair Mask is a deep-conditioning treatment that rebuilds strength, restores shine, and improves manageability for dry or damaged hair without leaving a heavy residue.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned for hair that has been weakened by heat styling, chemical services, or environmental stress, this treatment blends keratin and baobab seed oil to support hair structure and surface smoothness. The formula targets fiber weakness and surface roughness so strands feel softer, look glossier, and respond better to styling — while remaining safe for color-treated hair and formulated cruelty-free.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this mask help hair recover from heat and chemical damage?\u003c\/h3\u003e\n\u003cp\u003eThe mask supplies keratin-derived peptides that help reinforce the hair’s internal structure and baobab seed oil to replenish surface moisture and shine. It works by temporarily filling gaps in the hair cortex and smoothing the cuticle, which reduces friction and breakage during styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eKeratin peptides support strand strength and elasticity.\u003c\/li\u003e\n  \u003cli\u003eBaobab oil adds lipids for surface hydration and sheen.\u003c\/li\u003e\n  \u003cli\u003eCuticle-smoothing action lowers tangles and split-end appearance.\u003c\/li\u003e\n  \u003cli\u003eColor-safe formulation avoids stripping dyed hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhen and how should I use the mask for best results?\u003c\/h3\u003e\n\u003cp\u003eUse the mask once or twice weekly, after shampooing, on towel-dried hair for a concentrated treatment. Distribute a generous amount from mid-lengths to ends, leave on for 5–15 minutes depending on damage level, then rinse thoroughly.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply to clean, damp hair for maximum absorption.\u003c\/li\u003e\n  \u003cli\u003eFor severe damage, extend leave time toward 15 minutes.\u003c\/li\u003e\n  \u003cli\u003eFinish with a cool rinse to help seal the cuticle.\u003c\/li\u003e\n  \u003cli\u003eFollow with your regular styling routine or leave-in products.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this product weigh my hair down or affect volume?\u003c\/h3\u003e\n\u003cp\u003eNo — the formulation is designed to deliver moisture and repair benefits while remaining lightweight, so hair retains movement and lift. It targets individual weak points rather than coating every strand heavily, preserving natural body and bounce.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLightweight oils and peptides avoid greasy buildup.\u003c\/li\u003e\n  \u003cli\u003eRinseable mask removes excess product for natural volume.\u003c\/li\u003e\n  \u003cli\u003eSuitable for fine to thick hair when used as directed.\u003c\/li\u003e\n  \u003cli\u003eCan be part of a regular maintenance routine without over-conditioning.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this mask suitable for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the mask is color-safe and formulated to be compatible with chemically treated hair. It restores moisture and structural support without introducing ingredients known to prematurely fade color, helping maintain vibrancy between salon visits.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eColor-safe formulation preserves dye longevity.\u003c\/li\u003e\n  \u003cli\u003eHelps reduce breakage that accelerates color loss from trimming.\u003c\/li\u003e\n  \u003cli\u003eWorks with keratin, relaxer, and lightening services when used as recommended.\u003c\/li\u003e\n  \u003cli\u003eFree from animal testing (cruelty-free).\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: VIRTUE Restorative Hair Mask is ideal for anyone with dry, brittle, chemically processed, heat-stressed, or generally unruly hair seeking a salon-grade weekly treatment. It suits all hair types and textures who want stronger-feeling strands, improved shine, and easier styling, while keeping color intact and avoiding products tested on animals.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Cetearyl Alcohol, Behentrimonium Chloride, Dimethicone, PEG-100 Stearate, Glyceryl Stearate, PEG-8 Dimethicone, Cetyl Alcohol, Stearamidopropyl Dimethylamine, Isododecane, Cetyl Esters, Hydrogenated Ethylhexyl Olivate, Parfum (Fragrance), Ethylhexylglycerin, Alpha Keratin, Panthenol, Helianthus Annuus (Sunflower) Seed Oil, Moringa Oleifera Seed Oil, Madecassoside, Amaranthus Caudatus Seed Extract, Tocopherol, Rosmarinus Officinalis (Rosemary) Leaf Extract, Zea Mays (Corn) Starch, Quercus Petraea Fruit Extract, Hydrolyzed Adansonia Digitata Seed Oil, Hydrogenated Olive Oil Unsaponifiables, Oryza Sativa (Rice) Bran Extract, Cystine Bis-PG-Propyl Silanetriol, Cynara Scolymus (Artichoke) Leaf Extract, Citrus Paradisi (Grapefruit) Fruit Extract, Asiaticoside, Hydrolyzed Quinoa, Cystoseira Compressa Extract, Tocopheryl Acetate, Pisum Sativum (Pea) Extract, Hydrolyzed Linseed Extract, Hydrolyzed Pea Protein PG-Propyl Silanetriol, Glycerin, Butyrospermum Parkii (Shea) Butter, Propanediol, Caprylyl Glycol, Isopropyl Alcohol, Polysorbate 60, Dimethiconol, Hydroxyethylcellulose, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Jojoba Esters, Sodium Dilauramidoglutamide Lysine, Polysorbate 20, Sorbic Acid, Polysilicone-15, Butylene Glycol, Phenoxyethanol, Benzyl Alcohol, Chlorphenesin, Benzoic Acid, Citric Acid, Disodium EDTA, BHT, Sodium Nitrate, Alcohol, Glyoxal, Gluconolactone, Sodium Chloride, Sodium Benzoate, Potassium Sorbate, Phenethyl Alcohol, Calcium Gluconate, Dehydroacetic Acid, Hexyl Cinnamal, Linalool, Coumarin, Benzyl Salicylate, Butylphenyl Methylpropional, Limonene.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use the VIRTUE Restorative Hair Mask?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use once or twice weekly; increase leave time up to 15 minutes for very damaged hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this mask safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes — it’s formulated to be color-safe and helps protect vibrancy while restoring moisture.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429321957723,"sku":"B08156SKQG","price":82.9,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-front-jar-restorative-mask_c884939d-6857-4bc4-8557-7f9843156503.jpg?v=1782235434"},{"product_id":"virtue-healing-hair-oil-6-in-1-styling-cream-bundle-color-safe-repair-heat-protection-1-7-fl-oz-oil","title":"VIRTUE Healing Hair Oil \u0026 6-in-1 Styling Cream Bundle, Color-Safe Repair + Heat Protection, 1.7 fl oz Oil","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Healing Hair Oil and the 6-in-1 Styling Cream bundle repairs, protects, and styles all hair types while adding shine, softness, and heat protection.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis Amazon-exclusive set pairs VIRTUE's concentrated Healing Hair Oil (1.7 fl oz) with a multi-tasking 6-in-1 Styling Cream to deliver daily nourishment and flexible styling in one kit. Formulated to be safe for color-treated hair and free of sulfates, the bundle targets damaged strands, boosts manageability, and works with professional heat tools without weighing hair down. The two-step approach—treatment plus versatile styler—lets you simplify your routine while keeping hair resilient and camera-ready.\u003c\/p\u003e\n\n\u003ch3\u003eHow does the Healing Hair Oil help restore damaged hair?\u003c\/h3\u003e\n\u003cp\u003eThe Healing Hair Oil is designed to smooth and strengthen weakened strands with concentrated conditioning agents that sit light on the hair. Regular use reduces frizz and improves slip, making detangling easier and reducing breakage from styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eConcentrated 1.7 fl oz treatment for targeted mid-length and ends repair\u003c\/li\u003e\n  \u003cli\u003eLightweight formula that improves softness without heavy residue\u003c\/li\u003e\n  \u003cli\u003eHelps reduce breakage during brushing and heat styling\u003c\/li\u003e\n  \u003cli\u003eSafe for color-treated hair and daily application\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat can the 6-in-1 Styling Cream do for my everyday routine?\u003c\/h3\u003e\n\u003cp\u003eThe 6-in-1 Styling Cream combines multiple benefits—manageability, heat protection, frizz control, shine, hold, and smoothness—so you can streamline styling with a single product. It’s meant to be used on damp or dry hair to shape styles while protecting strands from thermal tools and environmental stressors.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse as a primer before blow-drying or flat-ironing for heat defense\u003c\/li\u003e\n  \u003cli\u003eProvides lightweight control and natural-looking hold\u003c\/li\u003e\n  \u003cli\u003eAdds visible shine and tames flyaways throughout the day\u003c\/li\u003e\n  \u003cli\u003eWorks on all hair textures, including chemically treated hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this bundle weigh my hair down or affect color?\u003c\/h3\u003e\n\u003cp\u003eBoth formulas are formulated to remain lightweight and rinse-friendly, so they won't leave a heavy buildup when used as directed. The ingredients are chosen to be color-safe and sulfate-free, helping preserve salon color vibrancy between appointments.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free base protects hair color integrity\u003c\/li\u003e\n  \u003cli\u003eNon-greasy oil fraction for shine without heaviness\u003c\/li\u003e\n  \u003cli\u003e6-in-1 Cream avoids stiff or crunchy texture while styling\u003c\/li\u003e\n  \u003cli\u003eRinseable and compatible with regular shampoo routines\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I use the two products together for best results?\u003c\/h3\u003e\n\u003cp\u003eStart with a small amount of the Healing Hair Oil on damp or dry mid-lengths and ends to condition and detangle; then apply the 6-in-1 Styling Cream to damp hair before heat styling or to finished hair for shaping. Adjust amounts by hair density—less for fine hair, more for thicker textures.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply oil sparingly to ends; work upward only where needed\u003c\/li\u003e\n  \u003cli\u003eSmooth a pea-to-quarter-sized amount of cream through damp hair before blow-drying\u003c\/li\u003e\n  \u003cli\u003eUse cream on dry hair for touch-ups and added control\u003c\/li\u003e\n  \u003cli\u003eCombine both for extra protection before heat tools\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? The VIRTUE Healing Hair Oil \u0026amp; 6-in-1 Styling Cream bundle is ideal for anyone seeking a simplified, salon-grade routine—people with damaged, dry, frizzy, or color-treated hair will appreciate the repair and protection benefits, while those who style frequently will value the heat defense and multi-purpose styling performance. Whether you want to restore softness, maintain color, or speed up your morning routine, this pair offers a balanced approach to care and styling without heavy build-up.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this bundle safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Both products are sulfate-free and formulated to be color-safe, suitable for regular use on treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How much product should I use per application?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Start with a small amount: a few drops of oil for ends and a pea-sized to quarter-sized amount of cream, adjusting by hair thickness.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429425602907,"sku":"B0F1ZBJBYB","price":77.81,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-bundle-front-packaging.jpg?v=1782236377"},{"product_id":"virtue-flourish-conditioner-for-thinning-hair-lightweight-hydrating-conditioner-strengthens-detangles-8-5-oz","title":"VIRTUE Flourish Conditioner for Thinning Hair — Lightweight Hydrating Conditioner, Strengthens \u0026 Detangles (8.5 oz)","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Flourish Conditioner for Thinning Hair is a lightweight, hydrating conditioner that strengthens fragile strands, detangles, and helps create an optimal scalp environment for healthier, thicker-looking hair.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis silky rinse-out conditioner is formulated specifically for fine or thinning hair. It combines gentle hydration with proprietary keratin proteins to nourish weak shafts, reduce breakage, and leave hair feeling soft without heaviness. The result is hair that looks fuller and easier to style while remaining safe for color- and chemically-treated hair.\u003c\/p\u003e\n\n\u003ch3\u003eHow does Flourish Conditioner help fragile, thinning strands?\u003c\/h3\u003e\n\u003cp\u003eFlourish works by delivering lightweight moisture and targeted protein support so weakened strands are less likely to snap. Its fast-absorbing texture smooths cuticles and supports tensile strength while avoiding the buildup that can flatten fine hair.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eTwo keratin proteins help reinforce hair structure.\u003c\/li\u003e\n  \u003cli\u003eHydrating agents restore flexibility without weight.\u003c\/li\u003e\n  \u003cli\u003eDetangling components reduce tugging and breakage during combing.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this conditioner weigh my hair down or interfere with color treatments?\u003c\/h3\u003e\n\u003cp\u003eNo—Flourish is designed to be lightweight and non-greasy so it won’t cause limpness. It’s formulated to be safe for color-treated and chemically processed hair, maintaining vibrancy while addressing fragility.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSilicone-free formula prevents heavy buildup.\u003c\/li\u003e\n  \u003cli\u003eFree of sulfates, parabens, and phthalates for gentle care.\u003c\/li\u003e\n  \u003cli\u003eSuitable for colored and chemically treated hair routines.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat sensory experience and ingredients can you expect?\u003c\/h3\u003e\n\u003cp\u003eThe fragrance is a subtle, spa-inspired blend featuring herbs, citrus, florals, and warm woods with basil and patchouli essential oils. Beyond scent, the formula focuses on clinically minded ingredients that hydrate, detangle, and fortify hair without synthetic dyes or gluten.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eGentle, botanical-forward scent with balancing essential oils.\u003c\/li\u003e\n  \u003cli\u003eVegan, free from synthetic colors and gluten.\u003c\/li\u003e\n  \u003cli\u003eFormulated without silicones, sulfates, parabens, or phthalates.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use this conditioner for best results?\u003c\/h3\u003e\n\u003cp\u003eApply after shampooing to mid-lengths and ends, leaving on briefly before rinsing for a silkier, more manageable finish. Regular use supports stronger new growth by creating healthier scalp conditions and reducing breakage over time.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse on wet hair after cleansing for even distribution.\u003c\/li\u003e\n  \u003cli\u003eComb gently through to detangle and coat each strand.\u003c\/li\u003e\n  \u003cli\u003eRinse thoroughly; use consistently for cumulative benefits.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Flourish Conditioner is aimed at people experiencing thinning, shedding, or fragile hair who want a light but effective conditioner that detangles, hydrates, and supports stronger strands. It’s especially helpful for anyone with fine texture, those using color or chemical services, and anyone seeking a clean, vegan formulation without heavy silicones or sulfates.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Cetearyl Alcohol, Dimethicone, Brassicamidopropyl Dimethylamine, Cetyl Esters, Cetyl Alcohol, Behentrimonium Chloride, Isododecane, Ethylhexylglycerin, PEG-100 Stearate, Glyceryl Stearate, Keratin, Acetyl Tetrapeptide-3, Biotin, Silybum Marianum Ethyl Ester, Saccharomyces Lysate Extract, Panthenol, Tocopheryl Nicotinate, Cyperus Esculentus Root Oil, Tocopherol, Madecassoside, Quercus Petraea Fruit Extract, Citrus Paradisi (Grapefruit) Fruit Extract, Asiaticoside, Hydrolyzed Adansonia Digitata Seed Extract, Amaranthus Hypochondriacus Leaf Extract, Trifolium Pratense (Clover) Flower Extract, Larix Europaea Wood Extract, Glycine, Hydrolyzed Vegetable Protein, Hydrolyzed Quinoa, Oryza Sativa (Rice) Extract, Hydrolyzed Linseed Extract, Camellia Sinensis Leaf Extract, Rosmarinus Officinalis (Rosemary) Leaf Extract, Hydrogenated Ethylhexyl Olivate, Oryza Sativa (Rice) Bran Extract, Hydrogenated Olive Oil Unsaponifiables, Jojoba Esters, Helianthus Annuus (Sunflower) Seed Oil, Oryza Sativa (Rice) Seed Protein, Phytic Acid, Tetrasodium Glutamate Diacetate, Butylene Glycol, Sodium Dilauramidoglutamide Lysine, Dextran, Disodium Phosphate, Caprylyl Glycol, Propanediol, Parfum (Fragrance), Hydroxyethylcellulose, Polysorbate 60, Benzyl Alcohol, Polysorbate 20, Sorbic Acid, Benzoic Acid, Glycerin, Phenoxyethanol, Dimethiconol, Chlorphenesin, Sodium Metabisulfite, Gluconolactone, Zinc Chloride, Sodium Hydroxide, Alcohol, Citric Acid, Tetrasodium EDTA, Sodium Benzoate, Sodium Phosphate, Potassium Sorbate, Calcium Gluconate, BHT, Linalool, Citronellol, Geraniol, Limonene.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is Flourish safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Flourish is safe for color- and chemically treated hair and designed not to strip color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use after every shampoo or as needed; consistent use supports stronger, less breakage-prone hair.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429639086427,"sku":"B09JTY679H","price":58.47,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-flourish-front-packaging_2aa5d6db-1195-4531-af79-52c1e72f3171.jpg?v=1782239703"},{"product_id":"virtue-flourish-shampoo-for-thinning-hair-lightweight-detoxifying-cleanser-silicone-free-daily-use","title":"VIRTUE Flourish Shampoo for Thinning Hair — Lightweight Detoxifying Cleanser, Silicone-Free (Daily Use)","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Flourish Shampoo is a lightweight, detangling cleanser formulated to purify the scalp, add lift to thinning hair, and create a healthier foundation for hair growth.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis shampoo blends gentle surfactants with scalp-supporting botanicals and a spa-like aroma to remove buildup without weighing strands down. It is designed for daily use on hair experiencing shedding or reduced density and is safe for color- and chemically-treated hair. Free from silicones, sulfates, parabens, gluten, phthalates, synthetic dyes, and animal-derived ingredients, Flourish focuses on clean ingredients and a non-stripping lather.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo help when my hair feels thin?\u003c\/h3\u003e\n\u003cp\u003eFlourish Shampoo targets scalp purity and lightweight conditioning so hair appears fuller and easier to style. By removing excess oils, product residue, and environmental grime, it helps hair sit with more lift at the roots rather than lying flat. The formula's gentle detanglers preserve strand integrity while promoting a refreshed scalp environment.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003ePurifies scalp to reduce buildup that can weigh hair down\u003c\/li\u003e\n  \u003cli\u003eLight foam cleans without strong stripping surfactants\u003c\/li\u003e\n  \u003cli\u003eDetangling agents maintain smoothness and reduce breakage\u003c\/li\u003e\n  \u003cli\u003eScented with basil and patchouli essential oils for a calming routine\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs it suitable for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — Flourish is formulated to be safe for both color-treated and chemically processed hair, giving you a gentle cleanse without accelerating color fade. The absence of silicones allows layering with other styling or treatment products while keeping hair from becoming weighed down. You can use it as part of a maintenance routine alongside your regular conditioners or treatments.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSilicone-free to avoid heavy residue build-up\u003c\/li\u003e\n  \u003cli\u003eFree from harsh sulfates that strip color prematurely\u003c\/li\u003e\n  \u003cli\u003eBalances cleansing power with mild conditioning\u003c\/li\u003e\n  \u003cli\u003eCompatible with most follow-up treatments and styling products\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat sensory experience should I expect when using Flourish?\u003c\/h3\u003e\n\u003cp\u003eThe texture is a light, easily dispersing lather that rinses clean. Fragrance notes combine aromatic herbs, bright citrus, clean florals, and woody balance for a spa-like wash; basil and patchouli essential oils add an herbal lift while supporting a pleasant scalp scent. Overall, the shampoo aims for a refreshing, non-overpowering sensory profile.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLight lather that rinses without residue\u003c\/li\u003e\n  \u003cli\u003eSpa-like aroma with herbal and citrus highlights\u003c\/li\u003e\n  \u003cli\u003eVegan formula with no synthetic dyes or heavy additives\u003c\/li\u003e\n  \u003cli\u003eFormulation designed for comfortable daily use\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does Flourish fit into a haircare routine for thinning hair?\u003c\/h3\u003e\n\u003cp\u003eUse Flourish as the cleansing step to prepare the scalp and strands for targeted serums, conditioners, or styling products. For best results, pair it with complementary lightweight conditioners and leave-in treatments that add volume without weight. Regular use helps maintain a clean, balanced scalp that supports styling aimed at visible fullness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eStart with a thorough scalp rinse, apply Flourish, lather, and rinse completely\u003c\/li\u003e\n  \u003cli\u003eFollow with a lightweight conditioner or volumizing treatment\u003c\/li\u003e\n  \u003cli\u003eUse styling products that add root lift rather than heavy oils or waxes\u003c\/li\u003e\n  \u003cli\u003eIntegrate into a consistent regimen for maintained scalp cleanliness\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Flourish Shampoo is best suited for people noticing increased shedding, reduced hair density, or limp roots who want a gentle, everyday cleanser that prioritizes scalp purity and visible volume. It appeals to those with color- or chemically-treated hair seeking a clean, cruelty-free formula without silicones, sulfates, parabens, gluten, phthalates, or synthetic dyes. If you prefer a lighter lather and a spa-like herbal-citrus scent while preparing hair for targeted treatments, Flourish is formulated to fit seamlessly into that routine.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eFLOURISH® SHAMPOO: Aqua (Water, Eau), Sodium Lauroyl Methyl Isethionate, Sodium Cocoyl Isethionate, Lauryl Glucoside, Acrylates Copolymer, Keratin, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis Leaf Extract, Larix Europaea Wood Extract, Sodium Hyaluronate, Tocopherol, Acetyl Tetrapeptide-3, Rice Oil Glycereth-8 Esters, Sodium Phytate, Cocamide MIPA, Polysorbate 20, Hydrogenated Coconut Acid, Sodium Isethionate, Sodium Methyl Cocoyl Taurate, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Trisodium Ethylenediamine Disuccinate, Ethylhexylglycerin, Hexylene Glycol, Glycerin, Butylene Glycol, Sodium Dilauramidoglutamide Lysine, Isopropanolamine, Coconut Acid, Dextran, Chondrus Crispus Extract, Ethylhexyl Salicylate, Sodium Metabisulfite, Glycine, Gluconolactone, Zinc Chloride, Phenoxyethanol, Parfum (Fragrance), Potassium Sorbate, Sodium Hydroxide, Citric Acid, Sodium Benzoate, Sodium Chloride, Linalool, Geraniol, Limonene, Citronellol\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use Flourish every day?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Flourish is formulated for regular use with a gentle lather that cleans without over-drying.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this shampoo safe for colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is safe for color- and chemically-treated hair and avoids harsh sulfates and silicones.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53429639184731,"sku":"B09JTSYBX6","price":46.77,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-flourish-front-packaging.jpg?v=1782239702"},{"product_id":"virtue-healing-oil-hair-serum-1-7-fl-oz-shake-to-activate-alpha-keratin-60ku-ultra-lightweight-for-frizz-control-shine","title":"VIRTUE Healing Oil hair serum 1.7 fl oz — shake-to-activate Alpha Keratin 60ku, ultra-lightweight for frizz control \u0026 shine","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Healing Oil is a shake-to-activate, ultra-lightweight hair serum that delivers fast-absorbing oils and Alpha Keratin 60ku to smooth, nourish, and protect strands without greasiness.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis clear, next-generation oil blends fast-absorbing plant oils with VIRTUE’s patented Alpha Keratin 60ku protein in a shake-to-activate format so the ingredients stay stable until you’re ready to use them. The formula is featherlight on contact, sinks in quickly, and leaves hair with a subtle, warm coconut and yuzu scent. Sediment at the bottle’s base is normal — a quick shake mixes the potent proteins and oils for every application.\u003c\/p\u003e\n\n\u003ch3\u003eHow do I use the Healing Oil for best results?\u003c\/h3\u003e\n\u003cp\u003eApply a few drops to damp or dry hair, focusing on mid-lengths and ends. Start with a small amount and add more as needed to avoid weighing hair down. Use before styling to protect and after styling to tame frizz and add shine.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eShake bottle to activate Alpha Keratin 60ku before dispensing.\u003c\/li\u003e\n  \u003cli\u003eWarm 1–3 drops in palms, then smooth through hair.\u003c\/li\u003e\n  \u003cli\u003eUse on damp hair for manageability or on dry hair for finishing shine.\u003c\/li\u003e\n  \u003cli\u003eSafe for color- and chemically-treated hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat key ingredients are inside and what do they do?\u003c\/h3\u003e\n\u003cp\u003eThe formula combines Alpha Keratin 60ku protein with Kalahari Melon Seed Oil and Tahitian Tiare Flower extracts to deliver strengthening proteins, moisture, and a light nourishing feel. These ingredients are selected to support strand resilience and shine without leaving a greasy residue. The scent profile balances creamy coconut and tropical yuzu with warm woody undertones.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku: bioactive keratin protein for hair structure support.\u003c\/li\u003e\n  \u003cli\u003eKalahari Melon Seed Oil: lightweight moisturization and silkiness.\u003c\/li\u003e\n  \u003cli\u003eTahitian Tiare Flower: softening botanical extract for manageability.\u003c\/li\u003e\n  \u003cli\u003eCoconut + yuzu fragrance: warm, tropical aroma with subtle wood base.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this oil protect my hair from environmental damage?\u003c\/h3\u003e\n\u003cp\u003eThe Healing Oil provides a lightweight barrier that helps guard against environmental stressors like pollution and dryness. While not a shield against every external factor, it helps reduce friction, smooth the cuticle, and maintain hydration — all of which lessen visible damage over time. Regular use supports a healthier-looking finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eForms a light, non-greasy layer on strands.\u003c\/li\u003e\n  \u003cli\u003eHelps reduce friction and surface roughness.\u003c\/li\u003e\n  \u003cli\u003eSupports moisture retention to combat dryness from pollutants.\u003c\/li\u003e\n  \u003cli\u003eSuitable for everyday use in urban or dry climates.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow much product should I use for different hair types?\u003c\/h3\u003e\n\u003cp\u003eAmounts vary by hair density and length: fine or short hair needs only a drop or two, while thick or very dry hair may require more. Apply sparingly at first and increase incrementally to find the right balance. Distribute through mid-lengths to ends to avoid weighing roots down.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFine\/short hair: 1–2 drops to add softness and shine.\u003c\/li\u003e\n  \u003cli\u003eMedium-length\/normal hair: 2–4 drops for nourishment and frizz control.\u003c\/li\u003e\n  \u003cli\u003eLong\/thick\/dry hair: 4–6 drops, concentrating on ends and damaged areas.\u003c\/li\u003e\n  \u003cli\u003eUse as a pre-styling or finishing treatment depending on need.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Healing Oil suits anyone seeking a lightweight, non-greasy oil that adds slip, shine, and strengthening protein to color-treated, heat-styled, or naturally textured hair. It’s designed for people who want visible smoothing and protection without heavy residue, those who prefer a tropical-coconut fragrance, and users who appreciate a shake-to-activate delivery that locks potency until use. Ideal for daily touch-ups, prep before heat styling, or as a finishing step to boost radiance.\u003c\/p\u003e\n\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eCyclopentasiloxane, Dimethiconol, Parfum (Fragrance), Alpha Keratin, Sclerocarya Birrea Seed Oil, Citrullus Lanatus (Watermelon) Seed Oil, Cocos Nucifera (Coconut) Oil, Gardenia Taitensis Flower Extract, Tocopherol, Polyglyceryl-4 Isostearate, Hexyl Laurate, Cetyl Peg\/Ppg-10\/1 Dimethicone, Silicone Quaternium-3, Trideceth-12, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Benzyl Benzoate, Coumarin, Limonene, Geraniol, Hexyl Cinnamal, Linalool, Benzyl Salicylate.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Do I need to shake the bottle before use?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Shake to mix Alpha Keratin 60ku with the oils; sediment is normal.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is formulated to be safe for color-treated and chemically treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430165373275,"sku":"B082885T7T","price":58.47,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-healing-oil-front-bottle.jpg?v=1782246119"},{"product_id":"virtue-strength-shield-leave-in-conditioner-5-oz-detangles-strengthens-heat-uv-protection","title":"VIRTUE Strength \u0026 Shield Leave-In Conditioner 5 oz — Detangles, Strengthens, Heat \u0026 UV Protection","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Strength and Shield Leave-In Conditioner is a lightweight, leave-in treatment that instantly detangles, reinforces fragile strands, and protects hair from heat, UV, and pollution while enhancing elasticity.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis multi-benefit mist uses VIRTUE’s patented Alpha Keratin 60ku to restore the hair cuticle and help hair feel smoother and stronger from roots to ends. The formula is designed for everyday use on all hair types, including color- and chemically-treated hair, and delivers thermal protection up to 450°F. It’s formulated without sulfates, parabens, phthalates, synthetic colors, or dyes and is cruelty-free and gluten-free.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this leave-in help with tangles and daily styling?\u003c\/h3\u003e\n\u003cp\u003eApply the lightweight spray to damp or dry hair to instantly smooth knots and make combing easier. The slip from the formula reduces breakage during detangling, so styling takes less time and stress on fragile strands.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eInstant detangling for easier comb-through and reduced breakage\u003c\/li\u003e\n  \u003cli\u003eLightweight finish that won’t weigh hair down or leave residue\u003c\/li\u003e\n  \u003cli\u003eWorks on wet or dry hair before brushing, heat styling, or air-drying\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIn what ways does Alpha Keratin 60ku strengthen hair?\u003c\/h3\u003e\n\u003cp\u003eVIRTUE’s Alpha Keratin 60ku is a patented protein fragment that mimics natural keratin building blocks to reinforce the hair cuticle. It helps restore flexibility and tensile strength so strands feel more resilient without stiffness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eTargets cuticle repair to minimize splitting and surface roughness\u003c\/li\u003e\n  \u003cli\u003eImproves elasticity to reduce breakage during styling and manipulation\u003c\/li\u003e\n  \u003cli\u003eSupports overall strand integrity for a smoother, healthier appearance\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat protection does it offer from heat, sun, and pollution?\u003c\/h3\u003e\n\u003cp\u003eThis formula shields hair from multiple environmental stressors, including thermal styling up to 450°F, UV exposure, and airborne pollutants. The barrier-like effect helps preserve color vibrancy and surface shine between washes.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHeat protection rated up to 450°F for safer blow-drying and hot tools\u003c\/li\u003e\n  \u003cli\u003eUV protection to help prevent sun-related color fading\u003c\/li\u003e\n  \u003cli\u003ePollution resistance to reduce dulling from environmental buildup\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and is it safe for treated hair?\u003c\/h3\u003e\n\u003cp\u003eThe leave-in features a warm, creamy scent with coconut and tropical yuzu notes balanced by comforting woody undertones. It’s formulated for all hair types and is safe for color-treated or chemically processed hair, so you can maintain treated hair without compromising results.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFragrance: creamy coconut and tropical yuzu with warm woods\u003c\/li\u003e\n  \u003cli\u003eSafe for color- and chemically-treated hair\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates, synthetic dyes; cruelty-free and gluten-free\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Strength and Shield Leave-In Conditioner suits anyone who wants faster detangling, stronger-looking hair, and multi-layered protection from heat and environmental damage. It’s particularly helpful for people with fragile, frequently styled, or color-treated hair who prefer a lightweight, non-greasy finish and clean formulation ingredients.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Cetearyl Alcohol, Isoamyl Laurate, Glycerin, Behentrimonium Chloride, Cetyl Alcohol, Cetyl Esters, Propanediol, Ceteareth-20, Hydrogenated Ethylhexyl Olivate, Ethylhexylglycerin, Trimethylolpropane Tricaprylate\/Tricaprate, Keratin, Salicylic Acid, Salix Alba (Willow) Bark Extract, Ziziphus Joazeiro Bark Extract, Sarcosine, Panthenol, Polyquaternium-113, Jojoba Esters, Quaternium-95, Galactoarabinan, Anetholea Anisata Leaf Extract, Salvia Hispanica Seed Extract, Phytic Acid, Tropaeolum Majus Flower Extract, Tocopherol, Caesalpinia Spinosa Fruit Extract, Butyrospermum Parkii (Shea) Butter, Hydrogenated Olive Oil Unsaponifiables, Simmondsia Chinensis (Jojoba) Seed Oil, Rosmarinus Officinalis (Rosemary) Leaf Extract, Camellia Sinensis Leaf Extract, Oryza Sativa (Rice) Extract, Citrus Paradisi (Grapefruit) Fruit Extract, Oryza Sativa (Rice) Seed Protein, Helianthus Annuus (Sunflower) Sprout Extract, Pentaerythrityl Tetra-Di-t-Butyl Hydroxyhydrocinnamate, Brassicyl Valinate Esylate, Hydroxyethylcellulose, Caprylyl Glycol, Calcium Gluconate, Tetrasodium Glutamate Diacetate, Sodium Dilauramidoglutamide Lysine, Maltodextrin, Trehalose, Xylitol, Sodium Phosphate, Disodium Phosphate, Citric Acid, Gluconolactone, Phenoxyethanol, Benzyl Alcohol, Sodium Benzoate, Potassium Sorbate, Chlorphenesin, Sodium Hydroxide, Sodium Metabisulfite.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is safe for color- and chemically-treated hair and helps protect color from fading.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Does it protect from heat styling?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It provides thermal protection up to 450°F to help shield strands during hot-tool use.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430359097691,"sku":"B0G6G15Z7C","price":50.33,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-strength-shield-front-packaging.jpg?v=1782250033"},{"product_id":"virtue-recovery-damage-reverse-hair-serum-cream-to-serum-treatment-for-detangling-smoothing-lightweight-for-all-hair-types","title":"VIRTUE Recovery Damage Reverse Hair Serum — cream-to-serum treatment for detangling \u0026 smoothing, lightweight, for all hair types","description":"\u003cstrong\u003eVIRTUE Recovery Damage Reverse Hair Serum is a cream-to-serum treatment that instantly absorbs to smooth, detangle, and strengthen hair from cuticle to core.\u003c\/strong\u003e\n\n\u003cp\u003eThis fast-absorbing formula blends a lightweight texture with restorative ingredients to help transform the look and feel of hair affected by heat, styling, chemical services, or everyday wear. It glides on wet or dry hair, layering easily under other styling products and leaving hair manageable without heavy residue. The scent combines creamy coconut and bright yuzu over warm woody notes for a nurturing finish.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this serum improve hair manageability?\u003c\/h3\u003e\n\u003cp\u003eThe cream-to-serum consistency sinks into strands to reduce friction and make combing simpler, whether your hair is curly, straight, fine, or thick. It forms a soft, flexible layer that smooths the cuticle and helps control flyaways so styling is faster and results look neater.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply 2–3 pumps from roots to ends on damp or dry hair for immediate slip\u003c\/li\u003e\n  \u003cli\u003eLightweight texture avoids weighing hair down\u003c\/li\u003e\n  \u003cli\u003eHelps detangle for quicker brushing and reduced breakage\u003c\/li\u003e\n  \u003cli\u003eWorks as a foundation under styling products\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this product work on different types of hair and damage?\u003c\/h3\u003e\n\u003cp\u003eThis serum is formulated to be compatible with a wide range of hair types and damage types, from heat-stressed strands to chemically treated or sun-exposed hair. Its balanced feel adapts to fine hair without greasing and supports coarser hair with added smoothing and manageability.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSuitable for all hair types with any form of damage\u003c\/li\u003e\n  \u003cli\u003eUse on color-treated, bleached, or relaxed hair safely in routine\u003c\/li\u003e\n  \u003cli\u003eEffective on both wet and dry hair applications\u003c\/li\u003e\n  \u003cli\u003eApply daily or as needed depending on styling frequency\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I use it in my daily routine?\u003c\/h3\u003e\n\u003cp\u003eIntegrate the serum as the first step after towel-drying or as a finishing touch on dry hair. A small amount goes a long way: 2–3 pumps distributed mid-length to ends prevents buildup at the roots while optimizing coverage and smoothing benefits.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eOn damp hair: apply after cleansing and before heat styling\u003c\/li\u003e\n  \u003cli\u003eOn dry hair: use to tame frizz or refresh texture between washes\u003c\/li\u003e\n  \u003cli\u003eCan be layered with oils or sprays for extra shine or hold\u003c\/li\u003e\n  \u003cli\u003eAdjust pump amount by hair density and length for best results\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and how strong is the fragrance?\u003c\/h3\u003e\n\u003cp\u003eThe fragrance is a nurturing blend of creamy coconut and tropical yuzu balanced with warm woods for a pleasant, sophisticated aroma. It’s designed to be noticeable but not overpowering, leaving a subtle scent on hair that complements other grooming products.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCreamy coconut top notes for a comforting presence\u003c\/li\u003e\n  \u003cli\u003eBright yuzu adds a fresh, tropical lift\u003c\/li\u003e\n  \u003cli\u003eWarm woody base rounds out the scent for longevity\u003c\/li\u003e\n  \u003cli\u003eFormulated to layer well with perfumes and styling fragrances\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Recovery Damage Reverse Hair Serum is aimed at anyone seeking a lightweight, restorative finishing and prepping step—people who style frequently, have chemically processed hair, or simply want easier detangling and smoother texture. It works well for daily use or targeted touch-ups and is a practical addition to routines for fine to coarse hair types that need manageability and a refined finish.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use Recovery Damage Reverse Hair Serum on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is suitable for color-treated hair and can be used daily or as needed without stripping color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How much product should I use per application?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Start with 2–3 pumps, adjusting by hair length and thickness to avoid buildup while ensuring full coverage.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430477914459,"sku":"B0CTKY1F9P","price":72.72,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-recovery-serum-front-packaging.jpg?v=1782252567"},{"product_id":"virtue-recovery-sulfate-free-shampoo-keratin-baobab-oil-for-damaged-color-treated-hair","title":"VIRTUE Recovery Sulfate-Free Shampoo — Keratin + Baobab Oil for Damaged, Color-Treated Hair","description":"\u003cstrong\u003eVIRTUE Recovery Sulfate Free Shampoo rebuilds and strengthens damaged hair by depositing pure human keratin and nourishing baobab seed oil while gently cleansing without sulfates.\u003c\/strong\u003e\n\n\u003cp\u003eDesigned as a treatment-grade daily shampoo, VIRTUE Recovery targets hair weakened by heat, color, or chemical services. Its signature Alpha Keratin 60ku—a human-identical keratin protein—fills in cuticle cracks, while baobab seed oil and a hydrating rinse pattern restore softness and manageability. The formula lathers luxuriously, rinses clean, and is free from sulfates, parabens, phthalates, synthetic dyes, and gluten. Fragrance notes combine creamy coconut, bright yuzu, and grounding warm woods for an elevated shower experience.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo repair hair without heavy residue?\u003c\/h3\u003e\n\u003cp\u003eThe formula acts like an in-shower treatment: Alpha Keratin 60ku binds into porous areas of the strand to reinforce structure while lightweight conditioning agents smooth the cuticle. It rinses cleanly so hair feels soft rather than weighed down.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku deposits pure human keratin into damaged zones.\u003c\/li\u003e\n  \u003cli\u003eSulfate-free surfactants cleanse gently without stripping natural oils.\u003c\/li\u003e\n  \u003cli\u003eLight conditioning agents restore slip for easier detangling.\u003c\/li\u003e\n  \u003cli\u003eRinse profile leaves hair soft, not heavy, suitable for daily use.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs VIRTUE Recovery safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the gentle, non-stripping formula protects color vibrancy and works to repair hair compromised by chemical treatments. Ingredients focus on rebuilding the fiber rather than removing dye molecules.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of sulfates and harsh detergents that can accelerate color fade.\u003c\/li\u003e\n  \u003cli\u003eKeratin reinforcement helps reduce breakage and surface damage.\u003c\/li\u003e\n  \u003cli\u003eGluten-free and cruelty-free formulation compatible with salon-treated hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat performance can I expect in the first few washes?\u003c\/h3\u003e\n\u003cp\u003eExpect cleaner, smoother-feeling hair after the first use and progressively stronger, more elastic strands with repeated use. The shampoo clears everyday buildup while beginning to fill micro-cracks along the cuticle.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eImmediate: creamy lather and improved manageability when wet.\u003c\/li\u003e\n  \u003cli\u003eShort term: softer texture and easier detangling within a few washes.\u003c\/li\u003e\n  \u003cli\u003eOngoing: visible repair and reduced brittle ends as keratin builds up.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use Recovery Shampoo for best results?\u003c\/h3\u003e\n\u003cp\u003eApply to wet hair, emulsify into a rich lather focusing on roots and damaged mid-lengths, then rinse thoroughly. Follow with VIRTUE Recovery Conditioner to lock in keratin and moisture for optimal repair and smoothness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse daily or as advised by your stylist for continued repair.\u003c\/li\u003e\n  \u003cli\u003ePair with Recovery Conditioner for a treatment-level duo effect.\u003c\/li\u003e\n  \u003cli\u003eAvoid combining with strong clarifying sulfates to preserve keratin benefits.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Recovery Sulfate Free Shampoo is formulated for anyone seeking to repair and protect compromised hair—especially those with heat-damaged, chemically processed, or color-treated strands. It's a good fit for people who want a luxurious cleansing experience that also functions as a restorative treatment, without sulfates, parabens, phthalates, synthetic dyes, or animal testing.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Sodium Lauroyl Methyl Isethionate, Glycerin, Cocamidopropyl Betaine, Sodium Cocoyl Isethionate, Sodium Lauroyl Glycinate, Sodium Methyl Cocoyl Taurate, Glycol Distearate, Cocamide Mipa, Parfum (Fragrance) Sodium Methyl Isethionate, Keratin, Tocopherol, Hydrolyzed Quinoa, Citrus Paradisi Grapefruit) Fruit Extract, Lauric Acid, Lactic Acid, Zinc Laurate, Sodium Laurate, Sodium Isethionate, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Cyamopsis Tetragonoloba (Guar) Gum, Trimethylsiloxyamodimethicone, PEG-120 Methyl Glucose Dioleate, Hydroxyethylcellulose, Coconut Acid, Ethylhexylglycerin, Cellulose, Acrylates Copolymer Citric Acid, C11-15 Pareth-7, Sodium Hydroxide, Trideceth-12, C12-16 Pareth-9, Sorbic Acid, Isopropanolamine, Disodium EDTA, Sodium Acetate, Mica, Benzyl Alcohol, Sodium Benzoate, Potassium Sorbate, Phenoxyethanol, Sodium Chloride, Benzyl Salicylate Butylphenyl Methylpropional, Coumarin, Limonene, Hexyl Cinnamal, Linalool, CI 77891 (Titanium Dioxide), CI 77491 (Iron Oxides).\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this shampoo sulfate free and safe for colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s sulfate-free and formulated to be color-safe, helping protect dye while gently cleansing.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: What makes Alpha Keratin 60ku different?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Alpha Keratin 60ku is a human-identical keratin protein that fills cuticle cracks to strengthen and smooth hair.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430673965403,"sku":"B07NLH77SY","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-recovery-shampoo-front-bottle.jpg?v=1782255354"},{"product_id":"virtue-full-volumizing-conditioner-for-fine-hair-lightweight-protein-rich-thickening-formula","title":"VIRTUE Full Volumizing Conditioner for Fine Hair — Lightweight, Protein‑Rich Thickening Formula","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Volumizing Conditioner is a lightweight cream conditioner that visibly thickens fine, limp hair while keeping strands soft and bouncy.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned to build body from within, this conditioner combines VIRTUE's patented Alpha Keratin 60ku protein with a moisturizing base that doesn't weigh hair down. Its featherlight formula aims to increase strand density and lasting lift over repeated use, while a fresh citrus-floral scent leaves hair smelling bright. The product is safe for color- and chemically treated hair and formulated without sulfates, parabens, phthalates, synthetic dyes, or gluten.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this conditioner make hair feel thicker without heaviness?\u003c\/h3\u003e\n\n\u003cp\u003eThe secret is a protein-driven formula that reinforces strands at the fiber level while using light conditioning agents that avoid buildup. Rather than coating hair with heavy oils, it adds structure internally so each hair stands with more body and natural movement. Over time, repeated use helps hair manageability and visual density without limpness.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku protein helps fortify strands internally.\u003c\/li\u003e\n  \u003cli\u003eLightweight emollients detangle without weighing hair down.\u003c\/li\u003e\n  \u003cli\u003eNon-greasy finish keeps lift and natural bounce.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it work on color-treated or chemically processed hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the formula is formulated to be gentle on treated hair while supporting structural improvement. It restores moisture and helps maintain cosmetic vibrancy without introducing harsh sulfates or synthetic dyes. That makes it compatible with common salon treatments and at-home color routines.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eSafe for color-treated and chemically processed hair.\u003c\/li\u003e\n  \u003cli\u003eSulfate- and paraben-free to protect color longevity.\u003c\/li\u003e\n  \u003cli\u003eAdds conditioning without stripping or dulling hair tone.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I incorporate VIRTUE Full into my daily hair routine?\u003c\/h3\u003e\n\n\u003cp\u003eUse after shampooing: apply a small amount through mid-lengths to ends, leave for a minute or two, then rinse thoroughly. For finer hair, start with a pea-sized amount and increase as needed; for thicker hair, use more to ensure full coverage. Pairing with the Full Shampoo amplifies volumizing benefits.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eApply to towel-dried hair after shampooing for best absorption.\u003c\/li\u003e\n  \u003cli\u003eLeave in briefly to let protein and moisturizers penetrate.\u003c\/li\u003e\n  \u003cli\u003eRinse fully to avoid residue and preserve lightness.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat fragrance and sensorial experience can I expect?\u003c\/h3\u003e\n\n\u003cp\u003eThe conditioner features a refreshing citrus-floral scent profile that blends leafy greens, white pear, spearmint and bright lemon notes. It provides an invigorating, clean finish that complements the lightweight texture, making hair feel fresh and uplifted after each wash. The aroma is noticeable but not overpowering.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eRevitalizing citrus-floral blend with pear and spearmint highlights.\u003c\/li\u003e\n  \u003cli\u003eClean, fresh scent that suits daily use.\u003c\/li\u003e\n  \u003cli\u003eLight texture complements the fragrance for an airy finish.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Full Volumizing Conditioner is ideal for people with fine, limp, or thinning-looking hair who want fuller-looking strands without heavy conditioning products. It's also a good fit for anyone maintaining color or chemical treatments who still needs lift and moisture. If you prefer lightweight, cruelty-free haircare free from sulfates, parabens, phthalates and synthetic dyes, this conditioner is formulated to meet those preferences while improving hair body and manageability over time.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Cetearyl Alcohol, Dimethicone, Stearamidopropyl Dimethylamine, Behentrimonium Chloride, Cetyl Alcohol, Glyceryl Stearate, PEG-100 Stearate, PEG-8 Dimethicone, Isododecane, Ethylhexylglycerin, Cetyl Esters, Parfum (Fragrance), Keratin, Panthenol, Quercus Petraea Fruit Extract, Biotin, Hydrogenated Ethylhexyl Olivate, Oryza Sativa (Rice) Bran Extract, Hydrogenated Olive Oil Unsaponifiables, Glycerin, Cyperus Esculentus Root Oil, Zea Mays (Corn) Starch, Helianthus Annuus (Sunflower) Seed Oil, Serenoa Serrulata Fruit Extract, Madecassoside, Amaranthus Caudatus Seed Extract, Tocopherol, Rosmarinus Officinalis (Rosemary) Leaf Extract, Hydrolyzed Adansonia Digitata Seed Extract, Asiaticoside, Citrus Paradisi (Grapefruit) Fruit Extract, Cynara Scolymus (Artichoke) Leaf Extract, Jojoba Esters, Hydrolyzed Lupine Protein, Hydrolyzed Quinoa, Hydrolyzed Pea Protein PG-Propyl Silanetriol, Caprylyl Glycol, Propanediol, Polysorbate 60, Hydroxyethylcellulose, Dimethiconol, Polysorbate 20, Polysilicone-15, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Sodium Dilauramidoglutamide Lysine, Methoxy PEG\/PPG-7\/3 Aminopropyl Dimethicone, Cystine Bis-PG-Propyl Silanetriol, Alcohol, Butylene Glycol, Phenoxyethanol, Isopropyl Alcohol, Benzyl Alcohol, Benzoic Acid, Sorbic Acid, Disodium EDTA, BHT, Citric Acid, Sodium Nitrate, Glyoxal, Sodium Chloride, Chlorphenesin, Gluconolactone, Sodium Benzoate, Potassium Sorbate, Phenethyl Alcohol, Calcium Gluconate, Limonene, Linalool, Benzyl Salicylate, Citral, Hydroxycitronellal.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Full Conditioner safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s formulated without sulfates, parabens, synthetic dyes, and is safe for color and chemically treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this conditioner for best results?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it every time you shampoo; consistent use helps build strand density and lasting lift over time.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430674260315,"sku":"B07NLHP3W1","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-front-packaging_7f3f1fa1-abeb-4fc8-97f9-4a59f214d6d0.jpg?v=1782255392"},{"product_id":"virtue-volumizing-shampoo-sulfate-free-for-thinning-hair-color-safe-alpha-keratin-60ku-for-fuller-body","title":"VIRTUE Volumizing Shampoo Sulfate-Free for Thinning Hair — Color Safe, Alpha Keratin 60ku for Fuller Body","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Sulfate-Free Volumizing Shampoo lifts roots and plumps each strand with Alpha Keratin 60ku for visible body without drying or stripping color.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eEngineered to add noticeable volume while gently cleansing, this lightweight shampoo is formulated for everyday use on all hair types, including color- and chemically-treated hair. A fine, lacy foam removes oil and residue, then rinses clean so hair feels weightless yet fuller. The fragrance is an upbeat citrus floral blend — white pear, spearmint leaf and lemon essential oil — for a fresh, energizing wash experience.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo create thicker-looking hair?\u003c\/h3\u003e\n\n\u003cp\u003eVIRTUE Full contains Alpha Keratin 60ku, a protein designed to bind to individual fibers and build measurable density along the strand. Rather than coating hair with heavy polymers, the formula adds structural support that lifts the root and increases mid-shaft thickness for long-lasting body.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku targets fine, limp strands to increase diameter.\u003c\/li\u003e\n  \u003cli\u003eLight lather lifts at the roots without weighing hair down.\u003c\/li\u003e\n  \u003cli\u003eRinseable formulation leaves no heavy residue for natural movement.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs it safe for colored or chemically-treated hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the sulfate-free formula cleanses without harsh surfactants that can accelerate color fade or strip treatments. It preserves vibrancy while helping hair feel fuller, making it a compatible option for color-treated, highlighted, or otherwise processed hair.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eSulfate-free cleansing protects color integrity.\u003c\/li\u003e\n  \u003cli\u003eFree from parabens, phthalates and synthetic dyes.\u003c\/li\u003e\n  \u003cli\u003eCruelty-free and gluten-free for cleaner beauty standards.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it feel and smell like during use?\u003c\/h3\u003e\n\n\u003cp\u003eThe shampoo produces a lacy, airy foam that disperses easily and rinses completely so hair feels clean and buoyant afterward. The scent is a refreshing citrus-floral composition with pear, leafy greens and a hint of spearmint for an uplifting shower routine.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eLight, lacy foam that rinses clean.\u003c\/li\u003e\n  \u003cli\u003eCitrus-floral fragrance with pear and spearmint notes.\u003c\/li\u003e\n  \u003cli\u003eLeaves hair fresh without a heavy perfumed residue.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it to maximize volume?\u003c\/h3\u003e\n\n\u003cp\u003eMassage a small amount into wet hair, focusing on the scalp and roots to dissolve oil and build lift; work through the mid-lengths and rinse thoroughly. For added density, follow with a compatible volumizing conditioner or lightweight styler and style while hair is damp to lock in body.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eApply to wet hair, concentrate on roots for lift.\u003c\/li\u003e\n  \u003cli\u003eRinse completely to avoid weighing hair down.\u003c\/li\u003e\n  \u003cli\u003ePair with volumizing conditioner or lightweight mousse for best results.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this product is for: VIRTUE Full Sulfate-Free Volumizing Shampoo is ideal for anyone with fine, limp, or flat hair who wants visibly fuller-looking strands without harsh sulfates or heavy build-up. It’s also a strong choice for people with color-treated or chemically-processed hair who need a gentle, effective cleanser that supports body and density. If you prefer lightweight textures, clean ingredients, and an invigorating citrus-floral scent, this shampoo fits into daily routines that prioritize volume and hair health.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Full safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s sulfate-free and formulated to cleanse without stripping color or damaging chemical treatments.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Will this shampoo weigh my hair down?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: No. The lightweight, lacy foam rinses clean and is designed to add lift without heavy residue.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430674227547,"sku":"B07NLHV1Q5","price":75.16,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-front-packaging.jpg?v=1782255386"},{"product_id":"virtue-smooth-sulfate-free-shampoo-for-frizz-control-color-safe-alpha-keratin-60ku-for-curly-wavy-hair","title":"VIRTUE Smooth Sulfate-Free Shampoo for Frizz Control — Color-Safe, Alpha Keratin 60ku for Curly \u0026 Wavy Hair","description":"\u003cstrong\u003eVIRTUE Smooth Sulfate-Free Shampoo is a lathering, frizz-reducing cleanser formulated with Alpha Keratin 60ku to smooth cuticles, lock in moisture, and protect color-treated hair.\u003c\/strong\u003e\n\n\u003cp\u003eDesigned for textured, wavy, and curly hair that resists control, this shampoo combines gentle surfactants with restorative actives to cleanse without stripping. The signature Alpha Keratin 60ku protein helps rebuild and re-map rough cuticles, reducing friction between strands so hair dries smoother and shines more evenly. Fragrance notes of lavender, mint, and citrus keep the wash experience fresh and calming, while the formula avoids sulfates, parabens, phthalates, and synthetic dyes.\u003c\/p\u003e\n\n\u003ch3\u003eHow does VIRTUE Smooth Shampoo reduce frizz and improve texture?\u003c\/h3\u003e\n\u003cp\u003eThe formula targets frizz by resurfacing individual hair fibers: Alpha Keratin 60ku fills and aligns damaged cuticle edges, which decreases the micro-roughness that traps humidity. By lowering friction between strands, hair moves more smoothly and reflects light better, so curls appear more defined and less puffy.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps re-pave and strengthen cuticle layers.\u003c\/li\u003e\n  \u003cli\u003eGently cleansing surfactants remove impurities without over-drying.\u003c\/li\u003e\n  \u003cli\u003eReduces strand-to-strand friction for smoother slip and definition.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this shampoo safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the sulfate-free formula avoids harsh detergents that can accelerate color fade and strip treatments. It was developed to cleanse while preserving salon services and maintaining moisture balance, so vibrancy lasts longer between appointments.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free cleansing protects color integrity.\u003c\/li\u003e\n  \u003cli\u003eFormulated without synthetic colors or drying ingredients.\u003c\/li\u003e\n  \u003cli\u003eCompatible with chemical treatments and gentle enough for regular use.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat will I notice in everyday use and how should I use it?\u003c\/h3\u003e\n\u003cp\u003eExpect a silky lather that rinses clean without residue; repeated use contributes to smoother, more manageable hair with enhanced shine. Use it as your primary shampoo, pair with VIRTUE Smooth Conditioner for a targeted smoothing treatment, and follow with styling products suited to your curl pattern.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply to wet hair, lather, and rinse thoroughly — repeat if needed for buildup.\u003c\/li\u003e\n  \u003cli\u003eFollow with Smooth Conditioner to re-seal and hydrate cuticles.\u003c\/li\u003e\n  \u003cli\u003eFor best results, integrate into a routine that minimizes heat and uses protective products.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat is in the formula and what is left out?\u003c\/h3\u003e\n\u003cp\u003eThe shampoo blends restorative protein technology with botanically inspired fragrance notes and skin-friendly surfactants. VIRTUE intentionally excludes sulfates, parabens, phthalates, synthetic dyes, and gluten, and the product is cruelty-free.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eKey inclusion: Alpha Keratin 60ku protein for structural repair.\u003c\/li\u003e\n  \u003cli\u003eFragrance: herbal, fruity, citrus elements with lavender and mint essential oils.\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates, synthetic colors, and gluten.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Smooth Sulfate-Free Shampoo is aimed at people with frizz-prone, wavy, or curly hair who want a gentle daily cleanser that improves texture and preserves color. It also suits anyone seeking a science-forward smoothing routine without harsh detergents—particularly those who pair a nourishing shampoo and conditioner to manage frizz from the shower outward.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use VIRTUE Smooth Shampoo every day?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Its sulfate-free formula gently cleanses and is suitable for daily use on most hair types, including color-treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Will this shampoo weigh down fine hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: The formula is designed to clean without heavy residue; fine hair may prefer a small amount and thorough rinsing for best results.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430674391387,"sku":"B07NLHSL15","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-smooth-shampoo-front-bottle.jpg?v=1782255390"},{"product_id":"virtue-recovery-sulfate-free-shampoo-for-damaged-hair-color-safe-keratin-repair-with-baobab-oil","title":"VIRTUE Recovery Sulfate-Free Shampoo for Damaged Hair — Color-Safe, Keratin Repair with Baobab Oil","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Recovery Sulfate Free Shampoo rebuilds damaged hair by depositing human keratin and nourishing oils while gently removing daily buildup.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned for hair weakened by heat, chemical processing, or color, this sulfate-free shampoo uses a human-derived keratin protein and baobab seed oil to repair and soften strands without stripping pigment. It cleanses gently, fills in cuticle cracks, and supports smoother, more resilient hair after repeated use. The formula is free of harsh sulfates, making it suitable for anyone who needs a restorative daily cleanse that protects color and reduces frizz.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo repair damaged hair?\u003c\/h3\u003e\n\n\u003cp\u003eVIRTUE Recovery Shampoo contains Alpha Keratin 60ku, a high-purity form of human keratin designed to bind to damaged areas and rebuild the hair shaft. Combined with conditioning emollients, it fills microscopic breaks in the cuticle and improves tensile strength over time.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku deposits intact keratin protein into weakened fibers.\u003c\/li\u003e\n  \u003cli\u003eBaobab seed oil adds moisture and smooths rough cuticle edges.\u003c\/li\u003e\n  \u003cli\u003eSulfate-free surfactants cleanse without stripping structural proteins or color.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it protect my color-treated hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the gentle, non-stripping formula is crafted to preserve salon color while improving strand condition. By repairing cuticle damage, it helps sealed color remain vibrant longer and reduces the need for color-corrective touch-ups.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eNo aggressive sulfates that fade dye faster.\u003c\/li\u003e\n  \u003cli\u003eKeratin reinforcement helps cuticle lay flatter, minimizing color loss.\u003c\/li\u003e\n  \u003cli\u003eConditioning agents reduce friction that can dull color over time.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use Recovery Shampoo for the best results?\u003c\/h3\u003e\n\n\u003cp\u003eUse it as your regular cleansing step: lather, rinse, and follow with VIRTUE Recovery Conditioner for targeted repair. For very damaged hair, shampoo twice — first to dissolve surface buildup, second to allow treatment ingredients to penetrate.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eApply to wet hair, massage gently into scalp and lengths.\u003c\/li\u003e\n  \u003cli\u003eRinse thoroughly and pair with the matching conditioner for optimal repair.\u003c\/li\u003e\n  \u003cli\u003eUse regularly; improvements accumulate with continued application.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this shampoo suitable for daily use and sensitive scalps?\u003c\/h3\u003e\n\n\u003cp\u003eThe sulfate-free, gentle cleansing system makes it suitable for frequent use and for many sensitive scalps, though individual reactions vary. It avoids harsh detergents that commonly cause dryness and irritation, focusing instead on restorative ingredients.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eFormulated without strong sulfates to minimize dryness.\u003c\/li\u003e\n  \u003cli\u003eBalanced surfactants clean without aggressive stripping.\u003c\/li\u003e\n  \u003cli\u003eRecommended to patch-test if you have a known scalp sensitivity.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Recovery Sulfate Free Shampoo is aimed at people with chemically treated, heat-stressed, or visibly damaged hair who want a color-safe, reparative daily cleanser. It suits anyone seeking to restore softness and strength without sacrificing pigment, including those looking for salon-grade protein treatment benefits in a regular shampoo. If you want progressive repair, reduced frizz, and gentler color maintenance from your everyday cleanser, Recovery Shampoo is formulated to deliver those results when used consistently with the Recovery Conditioner.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eGluten Free\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Recovery Shampoo safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Its sulfate-free formula is designed to protect color while repairing hair with keratin.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use Recovery Shampoo for best results?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it regularly as your cleansing step; twice per wash helps very damaged hair absorb repair ingredients.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430696771931,"sku":"B07PVCKH1Z","price":75.16,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-recovery-front-bottle.jpg?v=1782256021"},{"product_id":"virtue-6-in-1-hair-styler-styling-cream-lightweight-primer-with-alpha-keratin-heat-protection-shine","title":"VIRTUE 6-in-1 Hair Styler Styling Cream — Lightweight primer with Alpha Keratin, heat protection \u0026 shine","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE 6-in-1 Hair Styler is a lightweight cream-serum that primes hair for softness, shine, light hydration, strength, and heat protection while smoothing frizz.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThe VIRTUE 6-in-1 Styler is a multitasking styling cream designed to simplify your routine. Formulated with the brand’s Alpha Keratin 60ku protein, it blends into hair without residue to boost texture, polish strands, and defend against everyday styling stress. Its sheer, non-greasy finish works on all hair types and helps create effortless looks from second-day waves to sleek, heat-styled shapes.\u003c\/p\u003e\n\n\u003ch3\u003eHow will this product change my daily styling routine?\u003c\/h3\u003e\n\u003cp\u003eUse the 6-in-1 Styler as a primer before blow-drying, a touch-up for mid-day frizz, or a finishing cream to add shine and smoothness. It reduces steps by combining hydration, heat protection, and styling hold in one product, so you can spend less time layering multiple products.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApplies sheer with no tack or grease\u003c\/li\u003e\n  \u003cli\u003eWorks as a primer, finishing cream, or mid-week refresher\u003c\/li\u003e\n  \u003cli\u003eLight hydration keeps hair manageable without weighing it down\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat benefits does the Alpha Keratin 60ku protein provide?\u003c\/h3\u003e\n\u003cp\u003eThe Alpha Keratin 60ku technology targets hair strength and surface texture. It helps fortify strands at a structural level while polishing the cuticle to improve shine and smoothness—without creating stiffness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eStrengthens hair to reduce breakage from styling\u003c\/li\u003e\n  \u003cli\u003ePolishes cuticle for a glossy finish\u003c\/li\u003e\n  \u003cli\u003eIntegrates into formula to remain lightweight on hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eCan I use this on color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes—this formula is safe for color-treated and chemically processed hair. It’s free from sulfates, parabens, phthalates, synthetic dyes, and is gluten- and cruelty-free, making it a gentle option for enhanced manageability and shine.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSafe for color and chemically treated hair\u003c\/li\u003e\n  \u003cli\u003eFree of harsh surfactants and synthetic dyes\u003c\/li\u003e\n  \u003cli\u003eCruelty-free and formulated to be gentle on treated hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does the fragrance and texture affect everyday use?\u003c\/h3\u003e\n\u003cp\u003eThe styler has a fresh citrus-forward scent with sweet orange, cypress, and elemi notes that evaporate as hair sets, leaving a clean, subtle aroma. Its crème-serum texture spreads evenly, absorbs quickly, and leaves no visible residue—ideal for those who dislike heavy or oily finishes.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eVerdant citrus fragrance that complements daily wear\u003c\/li\u003e\n  \u003cli\u003eCrème-serum texture applies smoothly and blends into hair\u003c\/li\u003e\n  \u003cli\u003eLightweight finish that won’t weigh fine hair down\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: The VIRTUE 6-in-1 Hair Styler suits anyone seeking a single product that simplifies styling—people with fine to thick hair, those who color or chemically treat their hair, and anyone looking for a lightweight cream that adds shine, manages frizz, and offers light hydration plus heat protection. Use it when you want polished, manageable hair with minimal product layering.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is the 6-in-1 Styler suitable for fine hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The lightweight crème-serum absorbs without weighing fine hair down, adding shine and light hydration while keeping hair flexible.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Does this product protect hair from heat styling?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: It provides light heat protection as part of its multitasking formula, while also strengthening and smoothing strands before styling.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430696935771,"sku":"B07PVCKJJG","price":50.33,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-6in1-styler-front-packaging.jpg?v=1782256011"},{"product_id":"virtue-full-sulfate-free-volumizing-shampoo-color-safe-alpha-keratin-60ku-for-fuller-lightweight-body","title":"VIRTUE Full Sulfate-Free Volumizing Shampoo — Color-Safe, Alpha Keratin 60ku for Fuller, Lightweight Body","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Sulfate-Free Volumizing Shampoo lifts roots and thickens each strand for weightless, long-lasting body while cleansing gently.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned to boost volume without stripping hair, this lightweight shampoo uses VIRTUE's Alpha Keratin 60ku protein to strengthen and plump fine, limp strands from the inside out. Its airy lather removes buildup and excess oil while preserving moisture and color. Formulated free of sulfates, parabens, phthalates, synthetic dyes and gluten, it suits a broad range of hair needs and cosmetic treatments.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo build visible volume without heaviness?\u003c\/h3\u003e\n\u003cp\u003eVIRTUE Full Shampoo deposits a protein that integrates with the hair fiber, helping strands feel fuller without adding residue. The formula is intentionally light so it rinses clean, leaving lifted roots and a natural bounce rather than weighed-down texture.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku works to reinforce and thicken each hair shaft\u003c\/li\u003e\n  \u003cli\u003eLight lather removes oil and debris without heavy conditioners\u003c\/li\u003e\n  \u003cli\u003eRinseable formula preserves movement and manageability\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the shampoo is color-safe and suitable for hair that has been colored, relaxed, or otherwise chemically treated. It avoids harsh sulfates and synthetic dyes that can accelerate color fade or increase dryness, so treated hair retains tone and integrity longer.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfate-free cleansing protects dyed hair pigments\u003c\/li\u003e\n  \u003cli\u003eGentle surfactants reduce stripping of moisture and color\u003c\/li\u003e\n  \u003cli\u003eCompatible with routine salon color and smoothing services\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat will I notice after a few washes?\u003c\/h3\u003e\n\u003cp\u003eUsers typically experience cleaner roots and more lifted volume after the first few uses, with hair feeling fuller and more resilient over time. Because the formula includes a proprietary keratin fragment, continued use helps strands appear denser as the protein supports structure and reduces limpness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eImmediate root-lift and oil control\u003c\/li\u003e\n  \u003cli\u003eProgressive improvement in body and strand thickness\u003c\/li\u003e\n  \u003cli\u003eFresh citrus-floral scent with pear, spearmint, and lemon notes\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat ingredients and lifestyle preferences does it support?\u003c\/h3\u003e\n\u003cp\u003eThe shampoo focuses on effective, cosmetically conscious ingredients: a first-of-its-kind Alpha Keratin 60ku protein plus mild cleansers and fragrance derived from citrus and floral elements. It omits common sensitizers and controversial additives for users seeking cleaner beauty options.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of sulfates, parabens, phthalates, synthetic colors and dyes\u003c\/li\u003e\n  \u003cli\u003eGluten-free and cruelty-free formulation\u003c\/li\u003e\n  \u003cli\u003eSuitable for people prioritizing gentler, performance-driven haircare\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Full Sulfate-Free Volumizing Shampoo is aimed at people with fine or flat hair who want more body and lift without sacrificing color vibrancy or moisture. It's also a good match for anyone avoiding sulfates and synthetic dyes, or for users who want a lightweight, protein-enriched cleanser that supports longer-term strand health. Use with the matching conditioner for best results if you want added detangling and continued volume support.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Cocamidopropyl Betaine, Glycerin, Sodium Methyl Cocoyl Taurate, Cocamide MIPA, Keratin, Panthenol, Tocopherol, Centella Asiatica Meristem Cell Culture, Hydrolyzed Adansonia Digitata Seed Extract, Sodium Dilauramidoglutamide Lysine, Palmitamidopropyltrimonium Chloride, Coconut Acid, PEG-200 Hydrogenated Glyceryl Palmate, Ethylhexylglycerin, Guar Hydroxypropyltrimonium Chloride, Lauric Acid, PEG-7 Glyceryl Cocoate, Zinc Laurate, Polyquaternium-7, Sodium Methyl Isethionate, Parfum (Fragrance), Propylene Glycol, Sodium Laurate, Sodium Isethionate, Xanthan Gum, Phenoxyethanol, Chlorphenesin, Isopropanolamine, Sodium Benzoate, Citric Acid, Disodium EDTA, Sodium Chloride, Benzyl Alcohol, Potassium Sorbate, Sodium Hydroxide, Limonene, Linalool, Benzyl Salicylate.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. VIRTUE Full is sulfate-free and formulated to be safe for color-treated and chemically processed hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use it for best volume?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it as your regular shampoo; most users see immediate root lift and increased fullness with continued use.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430699393371,"sku":"B07PW9JWCL","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-front-bottle.jpg?v=1782256067"},{"product_id":"virtue-smooth-conditioner-for-frizz-control-sulfate-free-color-safe-hydration-for-curly-wavy-hair","title":"VIRTUE Smooth Conditioner for Frizz Control — Sulfate-Free, Color-Safe Hydration for Curly \u0026 Wavy Hair","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Smooth Conditioner is a moisture-rich, sulfate-free conditioner designed to reduce frizz, smooth the cuticle, and lock in shine for all hair types, especially wavy and curly hair.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eBuilt around VIRTUE's proprietary Alpha Keratin 60ku protein, this conditioner works as an in-shower smoothing treatment to repave rough cuticles and minimize strand-to-strand friction. It pairs as a daily follow-up to the Smooth Shampoo or can be used on its own to hydrate, detangle, and protect color-treated or chemically processed hair. The formula is free from sulfates, parabens, phthalates, synthetic dyes, and is cruelty-free and gluten-free, finished with a restorative botanical scent featuring lavender and mint.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this conditioner reduce frizz in humid conditions?\u003c\/h3\u003e\n\n\u003cp\u003eVIRTUE Smooth Conditioner targets frizz by smoothing the hair surface and sealing moisture where it belongs, which helps hair resist humidity-driven swelling. The Alpha Keratin 60ku protein helps re-align cuticle layers, while the conditioning base adds slip to reduce mechanical friction during combing and styling.\u003c\/p\u003e\n\n\u003cul\u003e\n\u003cli\u003eRe-paves rough cuticles to create a smoother surface.\u003c\/li\u003e\n\u003cli\u003eLocks in hydration to prevent hair from puffing in humidity.\u003c\/li\u003e\n\u003cli\u003eProvides slip to minimize breakage and frizz during detangling.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this formula work on color-treated or chemically processed hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the Smooth Conditioner is formulated to be safe for color-treated and chemically processed hair. It avoids harsh sulfates and synthetic dyes that can strip or fade color while delivering moisture and protective smoothing benefits.\u003c\/p\u003e\n\n\u003cul\u003e\n\u003cli\u003eSulfate-free cleansing pairings preserve color vibrancy longer.\u003c\/li\u003e\n\u003cli\u003eAlpha Keratin 60ku supports the look and feel of treated hair.\u003c\/li\u003e\n\u003cli\u003eGentle botanicals maintain condition without heavy buildup.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it to get the best results on curly hair?\u003c\/h3\u003e\n\n\u003cp\u003eApply after shampooing to damp hair, focusing on mid-lengths and ends where frizz and dryness are most common. Leave in for one to three minutes for deeper hydration, then rinse; for enhanced definition, smooth product through with fingers or a wide-tooth comb and follow with your usual styling products.\u003c\/p\u003e\n\n\u003cul\u003e\n\u003cli\u003eUse with VIRTUE Smooth Shampoo for a daily smoothing routine.\u003c\/li\u003e\n\u003cli\u003eComb through with a wide-tooth comb to distribute evenly and reduce breakage.\u003c\/li\u003e\n\u003cli\u003eRinse lightly or leave a small amount for added moisture and hold if desired.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat ingredients and sensory features will I notice?\u003c\/h3\u003e\n\n\u003cp\u003eThe conditioner centers on Alpha Keratin 60ku protein to help reconstruct and smooth the cuticle, supported by a moisture-rich emollient base that gives hair slip and shine. Expect a calming herbal-fruity fragrance with lavender and mint notes that refreshes the shower experience without overwhelming synthetic parfum.\u003c\/p\u003e\n\n\u003cul\u003e\n\u003cli\u003eAlpha Keratin 60ku protein for cuticle alignment and smoother texture.\u003c\/li\u003e\n\u003cli\u003eHydrating emollients that add shine and reduce friction.\u003c\/li\u003e\n\u003cli\u003eBotanical fragrance blend with lavender and mint essential oils.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Smooth Conditioner is made for anyone seeking a reliable, everyday solution to frizz — especially those with wavy, curly, or frizz-prone hair and people with color- or chemically-treated hair who want moisture and smoothness without sulfates or harsh additives. It’s also suited to users who prefer cruelty-free, gluten-free formulas with a botanical scent profile.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Smooth Conditioner safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes — it is formulated without sulfates and synthetic dyes and is safe for color-treated and chemically processed hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often can I use this conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it every wash as part of your daily or regular routine for ongoing frizz control and moisture.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430706340187,"sku":"B07PXGFKM8","price":103.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-smooth-conditioner-front-packaging.jpg?v=1782256150"},{"product_id":"virtue-smooth-sulfate-free-shampoo-for-frizz-control-color-safe-alpha-keratin-60ku-formula","title":"VIRTUE Smooth Sulfate-Free Shampoo for Frizz Control — Color-Safe, Alpha Keratin 60ku Formula","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Smooth Sulfate Free Shampoo is a lathering, frizz-reducing cleansing formula infused with Alpha Keratin 60ku to smooth cuticles, lock in moisture, and protect color-treated hair.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis salon-grade shampoo cleans hair gently while targeting the surface roughness that causes frizz. The formula is free of sulfates, parabens, phthalates, synthetic dyes, and is cruelty-free and gluten-free. A blend of herbs, fruits, lavender and mint gives a restorative scent while ingredient science works to re-pave cuticles and reduce strand friction so hair looks smoother and more manageable after each wash.\u003c\/p\u003e\n\n\u003ch3\u003eHow does VIRTUE Smooth Shampoo reduce frizz without weighing hair down?\u003c\/h3\u003e\n\u003cp\u003eThe shampoo uses Alpha Keratin 60ku protein to rebuild and realign cuticle edges so strands glide past one another with less friction. Lightweight cleansing agents remove oils and buildup without stripping, so moisture and shine stay balanced.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps repair and smooth the hair surface.\u003c\/li\u003e\n  \u003cli\u003eSulfate-free surfactants cleanse gently to preserve natural oils.\u003c\/li\u003e\n  \u003cli\u003eLeaves a soft, non-greasy finish suitable for layering with conditioners or leave-ins.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes—VIRTUE Smooth is formulated to be color-safe and gentle on chemically treated strands. It avoids harsh sulfates and synthetic dyes that can accelerate color fade.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eNo sulfates, parabens, phthalates or synthetic colors.\u003c\/li\u003e\n  \u003cli\u003eMaintains moisture to limit color-stripping dryness.\u003c\/li\u003e\n  \u003cli\u003ePairs well with the Smooth Conditioner for enhanced protection and shine.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and how does scent affect the experience?\u003c\/h3\u003e\n\u003cp\u003eThe fragrance combines herbal, fruity, and citrus top notes with calming lavender and fresh mint essential oils. The scent is designed to feel restorative, not overpowering, adding a spa-like element to everyday washing.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHerbal and fruity accents for a bright, clean aroma.\u003c\/li\u003e\n  \u003cli\u003eLavender and mint provide soothing and fresh top notes.\u003c\/li\u003e\n  \u003cli\u003eBalanced scent that won’t compete with leave-in or styling products.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use VIRTUE Smooth Shampoo for best results?\u003c\/h3\u003e\n\u003cp\u003eMassage into wet hair, focus on the scalp to lift impurities, then rinse thoroughly. For targeted smoothing, follow with VIRTUE Smooth Conditioner and style as usual—regular use helps maintain reduced frizz and improved strand slip.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eWet hair thoroughly and apply a quarter-sized amount, adjust by length and texture.\u003c\/li\u003e\n  \u003cli\u003eWork into a rich lather at the scalp, then rinse and repeat if needed.\u003c\/li\u003e\n  \u003cli\u003eFollow with Smooth Conditioner for a full in-shower smoothing treatment.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Smooth Sulfate Free Shampoo is ideal for anyone with frizz-prone, wavy, or curly hair seeking a gentle, science-backed cleanse that improves texture and manageability. It's also a smart choice for people with color-treated or chemically processed hair who want to preserve color and add surface-smoothing benefits without heavy silicones or harsh surfactants. If you prefer cruelty-free, gluten-free formulations with restorative fragrance notes, this shampoo fits into a salon-quality at-home routine.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Smooth Shampoo safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It is formulated without sulfates or synthetic dyes and is labeled color-safe to help preserve treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this on fine curly hair without weighing it down?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The lightweight, sulfate-free formula cleanses and smooths without heavy residues, suitable for fine curls.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430706372955,"sku":"B07PXGX123","price":91.04,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-bottle-front-smooth-shampoo.jpg?v=1782256151"},{"product_id":"virtue-smooth-conditioner-for-frizz-control-sulfate-free-color-safe-formula-with-alpha-keratin","title":"VIRTUE Smooth Conditioner for Frizz Control — Sulfate-Free, Color-Safe Formula with Alpha Keratin","description":"\u003cstrong\u003eVirtue Smooth Conditioner is a moisture-rich, sulfate-free conditioner that reduces frizz, smooths the cuticle, and locks in shine for all hair types, including color- and chemically-treated curls.\u003c\/strong\u003e\n\n\u003cp\u003eIf your hair fights humidity, tangles easily, or looks dull after washing, this conditioner is formulated to tackle those issues while preserving color and chemical treatments. At its core is Alpha Keratin 60ku, a unique protein developed to mimic human keratin and help recondition damaged cuticles so strands glide past each other instead of catching and frizzing.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this conditioner control frizz without weighing hair down?\u003c\/h3\u003e\n\u003cp\u003eThe formula balances hydration and slip: rich emollients smooth the cuticle while lightweight conditioning agents avoid heavy buildup. Alpha Keratin 60ku works at the surface level to reduce friction between fibers, so curls and waves stay defined instead of puffing out.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eRe-paves rough cuticles to minimize surface friction\u003c\/li\u003e\n  \u003cli\u003eHydrating emollients add moisture without residue\u003c\/li\u003e\n  \u003cli\u003eLightweight feel preserves natural movement and bounce\u003c\/li\u003e\n  \u003cli\u003eLeaves hair soft to the touch and easier to detangle\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for color-treated and chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes — the conditioner is designed to be safe for color- and chemically-treated hair. It contains no sulfates, parabens, phthalates, synthetic dyes, or harsh surfactants that can strip pigment, so it helps maintain vibrancy while improving manageability.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of sulfates and synthetic colors that fade dye\u003c\/li\u003e\n  \u003cli\u003eFormulated to support treated hair’s moisture balance\u003c\/li\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps restore cuticle integrity after processing\u003c\/li\u003e\n  \u003cli\u003eCruelty-free and gluten-free for conscious routines\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and how will it feel during use?\u003c\/h3\u003e\n\u003cp\u003eThe scent blends herbal and fresh notes with a touch of citrus for an uplifting shower experience. While rinsing you’ll notice a silky slip that makes detangling effortless; once dry, hair feels smoother and appears glossier without a greasy finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFragrance notes: lavender, fresh mint, citrus, and restorative herbs\u003c\/li\u003e\n  \u003cli\u003eProvides instant slip for easier comb-through in the shower\u003c\/li\u003e\n  \u003cli\u003eDries down to a lightweight, non-oily texture\u003c\/li\u003e\n  \u003cli\u003eIdeal for daily use as part of a smoothing routine\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use this with Virtue Smooth Shampoo for best results?\u003c\/h3\u003e\n\u003cp\u003eUse the Smooth Shampoo to cleanse and follow with Smooth Conditioner to lock in moisture and finish the smoothing process. Apply conditioner primarily to mid-lengths and ends, leave on for one to three minutes, then rinse thoroughly for balanced hydration and frizz control.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCleanse hair with Smooth Shampoo first for optimal cuticle prep\u003c\/li\u003e\n  \u003cli\u003eApply from mid-shaft to ends; avoid the scalp for oily hair types\u003c\/li\u003e\n  \u003cli\u003eLeave on 1–3 minutes for deeper slip and easier detangling\u003c\/li\u003e\n  \u003cli\u003eRinse completely; follow with styling suited to your curl pattern\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? Virtue Smooth Conditioner is crafted for anyone seeking to tame frizz and improve texture—especially people with frizz-prone, wavy, or curly hair who also color or chemically treat their locks. It’s a daily-friendly conditioner for those who want visible smoothing, easier detangling, and a brighter, more polished finish without harsh ingredients.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is Virtue Smooth Conditioner safe for curly, color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It's formulated without sulfates, parabens, or synthetic dyes and is safe for color- and chemically-treated curls.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Will this conditioner weigh down fine hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: No. It balances hydration with lightweight conditioning agents to smooth without heavy buildup.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430714597723,"sku":"B07PYGMNX6","price":56.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-smooth-conditioner-front-packaging_c1b3dec8-6d33-46fb-9d60-0606e5fddb43.jpg?v=1782256185"},{"product_id":"virtue-6-in-1-hair-styler-styling-cream-lightweight-frizz-control-shine-heat-protection-creme-serum","title":"VIRTUE 6‑in‑1 Hair Styler Styling Cream — Lightweight frizz control, shine \u0026 heat protection (crème‑serum)","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE 6-in-1 Hair Styler is a lightweight styling cream that primes hair to add softness, shine, light hydration, heat protection and improved manageability without residue.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThe VIRTUE 6-in-1 Styler is a multifunctional crème-serum designed to simplify your routine by combining six benefits in one easy-to-use product. Formulated with VIRTUE's Alpha Keratin 60ku protein, this styling cream smooths frizz, enhances bounce, polishes strands, offers light hydration, helps protect from heat, and leaves a luminous finish. Its sheer texture goes on without grease or tack and is suitable for all hair types, including color- and chemically treated hair. A fresh citrus fragrance of sweet orange, cypress, and elemi rounds out the sensory experience.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this styler improve frizz control and shine?\u003c\/h3\u003e\n\n\u003cp\u003eThe formula uses Alpha Keratin 60ku protein to reinforce hair structure and smooth the cuticle, reducing frizz while reflecting light for a polished look. It layers easily under heat tools or air-drying routines without weighing hair down.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSeals the hair surface to minimize flyaways and humidity-induced frizz.\u003c\/li\u003e\n  \u003cli\u003eBuilds subtle surface shine for a healthy-looking finish.\u003c\/li\u003e\n  \u003cli\u003eSheer, non-greasy texture that won’t flatten roots.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it work on different hair types and treated hair?\u003c\/h3\u003e\n\n\u003cp\u003eYes — the VIRTUE 6-in-1 Styler is made to be versatile, blending smoothly into fine, medium, or thick textures as well as curly, straight, or wavy hair. It’s safe for color-treated and chemically processed hair, offering benefits without harsh additives.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSuitable for fine hair: adds polish without heaviness.\u003c\/li\u003e\n  \u003cli\u003eWorks on coarse or textured hair: smooths and defines.\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates, synthetic dyes; gluten free and cruelty free.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use the styler for best results?\u003c\/h3\u003e\n\n\u003cp\u003eApply a small amount to damp or dry hair depending on your styling goals. Use a dime-to-nickel size for short hair, a bit more for longer lengths; distribute through mid-lengths to ends or apply sparingly at roots to control flyaways. Follow with a blow-dry or let hair air-dry—this product layers well under thermal styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eDamp hair: primes and hydrates before blow-drying or air-drying.\u003c\/li\u003e\n  \u003cli\u003eDry hair: quick touch-up to tame frizz and refresh second-day styles.\u003c\/li\u003e\n  \u003cli\u003eUse before heat tools to add light protection and smoothing benefits.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat should I expect from the fragrance and texture?\u003c\/h3\u003e\n\n\u003cp\u003eThe Styler is a crème-serum that goes on sheer and absorbs cleanly without leaving tacky residue. Its scent is a fresh, verdant citrus blend featuring sweet orange, cypress, and elemi essential oils—designed to be noticeable yet not overpowering.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCrème-serum texture: lightweight, non-greasy application.\u003c\/li\u003e\n  \u003cli\u003eCitrus-wood fragrance: fresh, natural notes that fade subtly.\u003c\/li\u003e\n  \u003cli\u003eLeaves hair feeling soft with a natural sheen rather than stiff hold.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? The VIRTUE 6-in-1 Hair Styler is ideal for anyone seeking a streamlined styling product that does multiple jobs: midday refresh, heat styling prep, frizz control, and shine enhancement. It fits routines from minimalist to detailed styling and benefits people with natural, colored, or chemically treated hair who want a lightweight, multi-benefit cream without harsh ingredients.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this styler safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s safe for color- and chemically treated hair and is free of sulfates, parabens, phthalates, and synthetic dyes.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How much product should I use?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Start with a dime-to-nickel sized amount; increase slightly for longer or thicker hair and apply mainly to mid-lengths and ends.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430969827675,"sku":"B07PXFL2S6","price":32.02,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-6-in-1-front-packaging.jpg?v=1782257324"},{"product_id":"virtue-flourish-conditioner-for-fine-or-thinning-hair-lightweight-color-safe-strengthening-with-dual-keratin","title":"VIRTUE Flourish Conditioner for Fine or Thinning Hair — Lightweight, Color-Safe Strengthening with Dual Keratin","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Flourish Conditioner is a lightweight, hydrating detangler formulated to strengthen and thicken fine or thinning hair without weighing it down.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eThis conditioner pairs two specialty keratin proteins with a gentle hydration system to fortify fragile strands and improve manageability. It’s crafted to support a healthier scalp environment while being safe for color- and chemically treated hair. The formula is free of silicones, sulfates, parabens, gluten, phthalates, synthetic colors and dyes, and is vegan—so it focuses on clean, lightweight conditioning that won’t leave residue or flatten finer textures.\u003c\/p\u003e\n\n\u003ch3\u003eHow does Flourish help fragile or thinning hair?\u003c\/h3\u003e\n\u003cp\u003eFlourish delivers targeted strengthening and hydration that reduces breakage and improves the feel of delicate strands. The dual keratin proteins work to reinforce the hair shaft while lightweight emollients smooth and detangle without excess weight.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eTwo keratin proteins help fortify emerging and existing hairs.\u003c\/li\u003e\n  \u003cli\u003eNon-heavy hydrators improve softness and manageability.\u003c\/li\u003e\n  \u003cli\u003eDetangling agents reduce mechanical stress during brushing.\u003c\/li\u003e\n  \u003cli\u003eLeaves hair feeling thicker and more resilient over time.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it weigh down fine, thin, or color-treated hair?\u003c\/h3\u003e\n\u003cp\u003eNo—this formula is intentionally lightweight so it conditions without flattening. It’s safe for color- and chemically treated hair, so you can maintain tone while improving texture and slip.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSulfur- and silicone-free base keeps strands airy and bouncy.\u003c\/li\u003e\n  \u003cli\u003eColor-safe ingredients help preserve salon treatments.\u003c\/li\u003e\n  \u003cli\u003eRinse-out texture leaves no heavy build-up.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat sensory experience does the product provide in use?\u003c\/h3\u003e\n\u003cp\u003eFlourish has a spa-inspired scent profile combining herbaceous basil and patchouli with bright citrus and floral notes. The conditioner spreads smoothly through the hair, detangling and rinsing clean for a silky, non-greasy finish.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSilky texture for easy application and comb-through.\u003c\/li\u003e\n  \u003cli\u003eAromatic mix of herbs, citrus and woods for a fresh shower experience.\u003c\/li\u003e\n  \u003cli\u003eRinses clear to avoid residue and maintain volume.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use Flourish for best results?\u003c\/h3\u003e\n\u003cp\u003eAfter shampooing, apply a small amount from mid-lengths to ends, leaving briefly if extra slip is needed, then rinse thoroughly. Use regularly as part of a balanced haircare routine to support improved strength and manageability.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eApply to towel-dried hair after cleansing.\u003c\/li\u003e\n  \u003cli\u003eComb gently with fingers or a wide-tooth comb to detangle.\u003c\/li\u003e\n  \u003cli\u003eRinse fully to maintain volume and lightness.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Flourish Conditioner is designed for anyone with fine, fragile, or thinning hair seeking a clean, lightweight conditioner that detangles, strengthens and supports healthier-looking strands without compromising color or volume. It’s also a good fit for people who prefer vegan and free-from formulations and want a fragrant, spa-like shower experience while addressing breakage and manageability concerns.\u003c\/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eKey features:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLightweight detangling conditioner for fine or thinning hair\u003c\/li\u003e\n  \u003cli\u003eFortifying keratin proteins to help reduce breakage\u003c\/li\u003e\n  \u003cli\u003eSafe for color and chemical treatments\u003c\/li\u003e\n  \u003cli\u003eSilicone-, sulfate-, paraben-, gluten- and phthalate-free; vegan\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is Flourish safe for colored hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes—Flourish is color safe and formulated to be gentle on color- and chemically treated hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use after every shampoo or as needed; regular use helps maintain detangling and strength benefits.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53430997287259,"sku":"B09TM59H2N","price":32.02,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-flourish-front-packaging_db9aaf83-7109-43f7-8423-9b96c89175a9.jpg?v=1782258213"},{"product_id":"virtue-smooth-sulfate-free-shampoo-for-frizz-control-color-safe-daily-smoothing-with-alpha-keratin-60ku","title":"VIRTUE Smooth Sulfate-Free Shampoo for Frizz Control — Color-Safe Daily Smoothing with Alpha Keratin 60ku","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Smooth Sulfate-Free Shampoo gently cleanses while reducing frizz and smoothing textured hair for a softer, shinier finish.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned as a daily smoothing cleanser, this sulfate-free shampoo pairs restorative science with salon-worthy lather to refine cuticles and tame unruly strands. It uses VIRTUE’s Alpha Keratin 60ku technology plus moisturizing botanicals to target the friction and roughness that cause frizz, delivering easier styling and long-lasting manageability without stripping color or moisture.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo reduce frizz from the first wash?\u003c\/h3\u003e\n\u003cp\u003eThe formula works on the hair surface and fiber level: gentle surfactants remove grime while Alpha Keratin 60ku helps fill and re-smooth micro-roughness on the cuticle. That lowers friction between strands so hair lies flatter and reflects light more evenly, giving a smoother appearance right away.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps repair and smooth cuticle irregularities.\u003c\/li\u003e\n  \u003cli\u003eSulfate-free cleansing avoids harsh moisture stripping.\u003c\/li\u003e\n  \u003cli\u003eLightweight conditioning agents detangle and reduce static.\u003c\/li\u003e\n  \u003cli\u003eSoft lather rinses clean without roughening the hair surface.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it work for my color-treated or chemically processed hair?\u003c\/h3\u003e\n\u003cp\u003eYes—VIRTUE Smooth Shampoo is formulated to be color safe and contains no sulfates, synthetic dyes, or harsh parabens that can accelerate fading. The gentle surfactants and protein-supporting ingredients clean without compromising tone or shine.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates, and synthetic colors.\u003c\/li\u003e\n  \u003cli\u003eSafe for both color-treated and chemically relaxed or permed hair.\u003c\/li\u003e\n  \u003cli\u003eHelps maintain vibrancy while reducing surface roughness that dulls color.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does the scent and texture enhance the washing experience?\u003c\/h3\u003e\n\u003cp\u003eThe shampoo produces a plush, creamy lather and finishes soft rather than squeaky-dry, leaving hair easy to comb. Its fragrance blends herbal, citrus, and mint notes with calming lavender for a fresh, restorative aroma that lingers subtly after rinsing.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLuxurious lather for easy distribution through the hair.\u003c\/li\u003e\n  \u003cli\u003eFragrance combines herbs, citrus, lavender and mint essential oils.\u003c\/li\u003e\n  \u003cli\u003eLeaves hair feeling smooth, not stripped or heavy.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it with other products for best results?\u003c\/h3\u003e\n\u003cp\u003eFor optimized smoothing, use Smooth Shampoo with the matching Smooth Conditioner as an in-shower duo to continue cuticle refinement and moisture sealing. Apply shampoo to wet hair, massage to activate lather, rinse, and follow with conditioner focusing on mid-lengths to ends.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003ePair with VIRTUE Smooth Conditioner for in-shower smoothing treatment.\u003c\/li\u003e\n  \u003cli\u003eUse daily or as often as needed—sulfate-free allows gentler frequent use.\u003c\/li\u003e\n  \u003cli\u003eCombine with heat protectant and styling creams for extended frizz control.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: VIRTUE Smooth Sulfate-Free Shampoo is suitable for anyone seeking to control frizz, enhance curl or wave definition, and protect color—especially those with frizz-prone, wavy, or curly textures. It also fits routines for chemically treated or color-treated hair and for people who prefer cleaner ingredient lists free of sulfates, parabens, phthalates, and synthetic dyes.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Smooth Shampoo safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s sulfate-free and formulated to protect color while gently cleansing.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use this every day on curly hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The gentle formula is suitable for frequent use and helps manage frizz.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53435276165467,"sku":"B07NLHR99Q","price":29.98,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-smooth-shampoo-front-packaging.jpg?v=1782312914"},{"product_id":"virtue-smooth-conditioner-for-frizz-control-color-safe-sulfate-free-hydration-with-alpha-keratin-60ku","title":"VIRTUE Smooth Conditioner for Frizz Control — Color Safe, Sulfate-Free Hydration with Alpha Keratin 60ku","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Smooth Conditioner is a moisture-rich, frizz-reducing rinse-out conditioner that uses Alpha Keratin 60ku to smooth cuticles, block humidity, and leave hair glossy.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned to tame unruly texture without weighing hair down, this sulfate-free formula pairs perfectly with VIRTUE Smooth Shampoo as an in-shower smoothing system. It restores slip and hydration while protecting color and chemically treated hair. A calming herbal-citrus scent with lavender and mint finishes each wash, and the formula excludes parabens, phthalates, synthetic dyes, and gluten.\u003c\/p\u003e\n\n\u003ch3\u003eHow does VIRTUE Smooth Conditioner reduce frizz during washing?\u003c\/h3\u003e\n\u003cp\u003eThe conditioner re-coats the hair surface with Alpha Keratin 60ku, helping to repave roughened cuticles so strands glide past each other rather than catch and tangle. That reduction in friction stops frizz where it begins, while moisture-rich conditioners lock in hydration for smoother results after rinsing.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps reconstruct and smooth the hair surface.\u003c\/li\u003e\n  \u003cli\u003eMoisture-rich emollients provide slip for easier detangling.\u003c\/li\u003e\n  \u003cli\u003eFriction reduction minimizes flyaways and frizz formation.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill this formula work for curly, wavy, or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eYes — it’s formulated for all hair types, with particular benefit for frizz-prone, wavy, and curly textures. It’s safe for color-treated and chemically processed hair, so you can improve manageability without sacrificing color longevity or relaxing treatments.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eSafe for color and chemical treatments.\u003c\/li\u003e\n  \u003cli\u003eProvides hydration without heavy buildup on curls or waves.\u003c\/li\u003e\n  \u003cli\u003eHelps define texture by smoothing cuticle irregularities.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat ingredients and sensory features should I expect?\u003c\/h3\u003e\n\u003cp\u003eAt the core is VIRTUE’s proprietary Alpha Keratin 60ku protein, supported by conditioning agents that add slip and moisture during the rinse step. The scent blends herbal, fruity, and citrus notes with soothing lavender and uplifting mint, giving a restorative shower experience.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku protein for cuticle repair and smoothness.\u003c\/li\u003e\n  \u003cli\u003eFree of sulfates, parabens, phthalates, synthetic colors, and gluten.\u003c\/li\u003e\n  \u003cli\u003eFragrance: herbal-fruit-citrus accord with lavender and mint essential oils.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it for best results?\u003c\/h3\u003e\n\u003cp\u003eAfter shampooing, apply a generous amount through mid-lengths to ends, detangle gently with fingers or a wide-tooth comb, and rinse. For enhanced smoothing, pair with VIRTUE Smooth Shampoo and use regularly as part of your wash-day routine.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eWork through damp hair, targeting mid-lengths and ends.\u003c\/li\u003e\n  \u003cli\u003eLeave for a short moment to allow Alpha Keratin 60ku to act, then rinse.\u003c\/li\u003e\n  \u003cli\u003eCombine with VIRTUE Smooth Shampoo for a complete smoothing system.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Smooth Conditioner is ideal for anyone seeking to reduce frizz and improve smoothness without heavy silicones or harsh sulfates. It's especially helpful for people with wavy or curly hair who want more defined texture and for those protecting color or chemically treated hair. If you want a salon-grade conditioner that focuses on cuticle repair, manageable slip, and a clean ingredient profile, this product fits into daily or weekly haircare routines.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Smooth Conditioner safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and free of sulfates and harsh additives that strip color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often can I use this conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use at every wash as a rinse-out conditioner or as needed for extra smoothing on frizz-prone days.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53435292942683,"sku":"B07PYH2Q1P","price":29.98,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-smooth-conditioner-front-bottle.jpg?v=1782313216"},{"product_id":"virtue-un-frizz-leave-in-hair-treatment-for-frizz-control-lightweight-color-safe-protector","title":"VIRTUE Un-Frizz Leave-In Hair Treatment for Frizz Control — Lightweight, Color-Safe Protector","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Un-Frizz Leave-In Hair Treatment is a lightweight leave-in cream that smooths, defines, and controls frizz for all hair types while protecting color and resisting humidity.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eUn-Frizz is designed to instantly improve hair texture without heavy waxes or greasy residue. Its signature protein technology targets and fills imperfections along the hair cuticle to create a smoother surface, while a restorative botanical scent leaves hair smelling fresh. The formula is free of sulfates, parabens, phthalates, synthetic dyes, and is cruelty free and gluten free, making it suitable for color- and chemically-treated hair.\u003c\/p\u003e\n\n\u003ch3\u003eHow does Un-Frizz reduce frizz and improve hair texture?\u003c\/h3\u003e\n\u003cp\u003eThe treatment uses a patented Alpha Keratin protein that bonds with damaged areas on the hair shaft to smooth cracks and irregularities. By creating a more even cuticle surface, hair reflects light better and resists humidity-driven puffiness. It works on wet or dry hair and absorbs quickly without leaving a heavy film.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eBinds protein to fill cuticle gaps and smooth texture\u003c\/li\u003e\n  \u003cli\u003eReduces flyaways and surface roughness for a sleeker finish\u003c\/li\u003e\n  \u003cli\u003eLightweight formula that melts into hair—no oily residue\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eCan I use Un-Frizz on curly, wavy, or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eYes. The product adapts to a wide range of hair patterns: straight locks gain smoothness, waves become more controlled, and curls receive added definition. It is safe for color-treated and chemically processed hair, offering conditioning without compromising color integrity.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCompatible with straight, wavy, curly, and coily textures\u003c\/li\u003e\n  \u003cli\u003eSafe for colored, permed, or relaxed hair types\u003c\/li\u003e\n  \u003cli\u003eProvides curl definition without weighing strands down\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow do I apply Un-Frizz for best results?\u003c\/h3\u003e\n\u003cp\u003eDispense a small amount into palms and rub lightly to warm the cream. Apply evenly through damp hair for styling prep or smooth over dry strands to tame frizz and touch up throughout the day. Adjust quantity by hair length and thickness—start small and add more if needed.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse on damp hair before styling for lasting control\u003c\/li\u003e\n  \u003cli\u003eApply sparingly on dry hair to smooth flyaways and add shine\u003c\/li\u003e\n  \u003cli\u003eWorks alone or layered under other styling products\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and what ingredients are omitted?\u003c\/h3\u003e\n\u003cp\u003eUn-Frizz features a refreshing aromatic blend of herbs, citrus, lavender, and mint, giving hair a clean, uplifting scent. The formulation intentionally excludes sulfates, parabens, phthalates, synthetic colors, and gluten, and the brand does not test on animals. This keeps the product gentle while still delivering visible smoothing benefits.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFragrance: herbal-citrus with lavender and mint notes\u003c\/li\u003e\n  \u003cli\u003eFree from sulfates, parabens, phthalates, and synthetic dyes\u003c\/li\u003e\n  \u003cli\u003eCruelty free and gluten free\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Un-Frizz Leave-In Hair Treatment is for anyone who wants smoother, more manageable hair without heavy residue—especially useful for people with frizz-prone strands, humidity-reactive hair, or those seeking a color-safe, lightweight finishing and prepping cream. Whether you have straight, wavy, curly, or chemically altered hair, this product helps tame frizz, enhance texture, and add a polished look with minimal effort.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is Un-Frizz safe on color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is color-safe and free of sulfates and parabens, making it suitable for colored hair.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Can I use it on wet and dry hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. Apply on damp hair before styling or on dry hair to smooth flyaways and refresh texture.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53436521021787,"sku":"B07PXGLX3G","price":34.05,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-un-frizz-front-bottle.jpg?v=1782329945"},{"product_id":"virtue-full-volumizing-shampoo-sulfate-free-thickening-cleanser-for-color-treated-hair-lightweight-body","title":"VIRTUE Full Volumizing Shampoo — Sulfate-Free Thickening Cleanser for Color-Treated Hair, Lightweight Body","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Volumizing Shampoo is a sulfate-free cleanser formulated to lift roots, thicken strands, and deliver lightweight, long-lasting body without stripping color.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eDesigned for anyone who wants fuller-looking hair, this gentle shampoo combines a unique protein technology with a light lather to remove buildup while preserving moisture and color. It targets fine, limp hair by increasing the appearance of density at the root and along the shaft, yet rinses clean so hair stays bouncy instead of weighed down.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo create visible volume without heavy residue?\u003c\/h3\u003e\n\u003cp\u003eThe formula uses a proprietary Alpha Keratin 60ku protein that bonds to fragile areas of the hair fiber, creating the sensation of thicker strands without adding sticky or greasy residues. A lacy, lightweight foam lifts at the roots and cleanses excess oil that flattens style, so body lasts between washes.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku helps fill and reinforce fine strands for fuller look.\u003c\/li\u003e\n  \u003cli\u003eSulfate-free surfactants clean gently to avoid stripping natural oils.\u003c\/li\u003e\n  \u003cli\u003eLight foaming action rinses away easily to prevent product buildup.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eIs this safe for colored or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eYes—this shampoo is formulated to be color-safe and free of harsh sulfates that can accelerate fading. Its mild cleansing system removes grime and excess oil while helping preserve treatments and color vibrancy when used as part of a regular care routine.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eFree of sulfates, parabens, phthalates, and synthetic dyes.\u003c\/li\u003e\n  \u003cli\u003eGluten-free and cruelty-free formulation for gentle daily use.\u003c\/li\u003e\n  \u003cli\u003eSuitable for chemically treated, highlighted, and natural color hair.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and how will it feel on my hair?\u003c\/h3\u003e\n\u003cp\u003eThe fragrance is a bright citrus-floral blend with leafy green notes, white pear highlights, refreshing spearmint leaf, and a touch of lemon essential oil. Expect a clean, invigorating scent and a silky rinse result—hair feels refreshed, softer, and holds more body without stiffness.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCitrus and floral top notes with subtle green freshness.\u003c\/li\u003e\n  \u003cli\u003eNon-sticky finish that supports styling and volume retention.\u003c\/li\u003e\n  \u003cli\u003eCreates a lightweight, touchable texture for easy styling.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use VIRTUE Full to get the best volumizing effect?\u003c\/h3\u003e\n\u003cp\u003eApply a small amount to wet hair, focusing on the roots and scalp, then work into a gentle lather and rinse thoroughly. For added lift, follow with a compatible VIRTUE volumizing conditioner or root-lift styling product and blow-dry while lifting at the roots.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse daily or as needed to manage oil and maintain volume.\u003c\/li\u003e\n  \u003cli\u003ePair with VIRTUE volumizing conditioner for balanced moisture.\u003c\/li\u003e\n  \u003cli\u003eBlow-dry with a round brush for maximum root lift and body.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho this is for: VIRTUE Full Sulfate-Free Volumizing Shampoo is ideal for people with fine, limp, or flat hair who want visible thickness and lift without heavy buildup. It also suits anyone with color-treated or chemically processed hair seeking a gentle, performance-driven daily cleanser that improves strand density appearance while maintaining softness and shine.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Full safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It's sulfate-free and formulated to cleanse gently while helping maintain color vibrancy.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this shampoo for best results?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use daily or as needed; pairing with a volumizing conditioner and root-lift styling improves results.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53438071505243,"sku":"B07NLHR4S6","price":29.98,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-front-bottle_54f7b6be-02ab-436d-b817-f5538153364e.jpg?v=1782351335"},{"product_id":"virtue-recovery-sulfate-free-shampoo-for-damaged-color-treated-hair-keratin-baobab-oil-hydrating-repair","title":"VIRTUE Recovery Sulfate-Free Shampoo for Damaged \u0026 Color-Treated Hair — Keratin + Baobab Oil, Hydrating Repair","description":"\u003cstrong\u003eVIRTUE Recovery Sulfate-Free Shampoo rebuilds and gently cleans damaged hair by depositing human keratin protein and nourishing baobab oil with every wash.\u003c\/strong\u003e\n\n\u003cp\u003eDesigned to repair strands while cleansing, this sulfate-free shampoo uses VIRTUE's proprietary Alpha Keratin 60ku to target gaps in the hair cuticle and restore strength and softness. Lightweight surfactants remove daily grime without stripping moisture, and baobab seed oil helps condition and improve manageability. The scent blends creamy coconut and bright yuzu with warm woody base notes for a salon-fresh experience.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this shampoo help damaged or chemically treated hair?\u003c\/h3\u003e\n\u003cp\u003eInstead of only cleaning, Recovery Shampoo deposits a pure human keratin protein into weakened areas of the strand to smooth and reinforce the cuticle. That rebuilding action reduces the appearance of frizz and brittleness while improving elasticity over repeated use.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eAlpha Keratin 60ku fills micro-cracks in the hair surface\u003c\/li\u003e\n  \u003cli\u003eBaobab seed oil conditions and softens dry fibers\u003c\/li\u003e\n  \u003cli\u003eSulfate-free formula preserves color and avoids excess dryness\u003c\/li\u003e\n  \u003cli\u003eSuitable after coloring, bleaching, or chemical services\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it lather and rinse clean without stripping moisture?\u003c\/h3\u003e\n\u003cp\u003eYes — the formula produces a generous, creamy lather that lifts oils and product residue but finishes with a clean, hydrated feel rather than a squeaky strip. Mild cleansing agents were selected to balance effective removal with preservation of natural lipids and color vibrancy.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCreamy, foaming texture that rinses smoothly\u003c\/li\u003e\n  \u003cli\u003eHydrating finish helps maintain softness between treatments\u003c\/li\u003e\n  \u003cli\u003eNo sulfates, parabens, phthalates, or synthetic dyes\u003c\/li\u003e\n  \u003cli\u003eGluten-free and cruelty-free formulation\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow does the fragrance and sensory experience perform in use?\u003c\/h3\u003e\n\u003cp\u003eThe scent combines creamy coconut and uplifting yuzu with subtle woody undertones for a warm, tropical profile that complements salon routines. The fragrance is noticeable without overpowering, leaving hair smelling fresh after rinsing and styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCreamy coconut and tropical yuzu top notes\u003c\/li\u003e\n  \u003cli\u003eWarm wood base for a refined finish\u003c\/li\u003e\n  \u003cli\u003eBalanced scent strength suitable for daily use\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat should I expect when adding this to my haircare routine?\u003c\/h3\u003e\n\u003cp\u003eUse it like any daily shampoo: apply to wet hair, lather, and rinse, then follow with a conditioner or treatment for best results. Over time the keratin deposition helps improve texture and manageability, making styling easier and reducing the look of damage.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003ePair with VIRTUE Recovery Conditioner for enhanced repair\u003c\/li\u003e\n  \u003cli\u003eWorks on all hair types, especially dry, brittle, or color-treated strands\u003c\/li\u003e\n  \u003cli\u003eRegular use promotes smoother, softer-feeling hair\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for: VIRTUE Recovery Sulfate-Free Shampoo is aimed at anyone wanting to improve the condition of hair that’s been weakened by heat, coloring, or chemical services. It's a fit for people who want a repair-focused daily cleanser that protects color and adds softness without harsh surfactants. Ideal when paired with the matching Recovery Conditioner for a complete at-home treatment regimen.\u003c\/p\u003e\n\u003ch3\u003eIngredients\u003c\/h3\u003e\n\u003cp\u003eAqua (Water, Eau), Sodium Lauroyl Methyl Isethionate, Sodium Lauroyl Glycinate, Glycerin, Sodium Cocoyl Isethionate, Cocamidopropyl Betaine, Sodium Methyl Cocoyl Taurate, Glycol Distearate, Cocamide MIPA, Parfum (Fragrance), Alpha Keratin, Hydrolyzed Quinoa, Citrus Paradisi (Grapefruit) Fruit Extract, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Cyamopsis Tetragonoloba (Guar) Gum, Sodium Chloride, Amodimethicone, PEG-120 Methyl Glucose Dioleate, Hydroxyethylcellulose, Coconut Acid, Ethylhexylglycerin, Celluose, Acrylates Copolymer-4, Citric Acid, C11-15 Pareth-7, Sodium Hydroxide, Trideceth-12, Laureth-9, Lactic Acid, Sorbic Acid, Disodium EDTA, Sodium Acetate, Mica, Benzyl Alcohol, Sodium Benzoate, Potassium Sorbate, Phenoxyethanol, Benzyl Salicylate, Butylphenyl Methylpropional, Coumarin, Limonene, Hexyl Cinnamal, Linalool, CI 77891 (Titanium Dioxide), CI 77491 (Iron Oxide).\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is VIRTUE Recovery Shampoo safe for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. It’s sulfate-free and formulated to clean gently while protecting color and chemical treatments.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use this shampoo for repair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it regularly as your primary cleanser; pairing with the Recovery Conditioner boosts repair results over time.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53438073962843,"sku":"B07PVCJ9JG","price":29.98,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-recovery-shampoo-front-bottle_953c1ebe-5782-4179-841a-11c4d6ce9827.jpg?v=1782351433"},{"product_id":"virtue-full-volumizing-conditioner-thickens-hair-with-lightweight-hydration-and-lasting-lift","title":"VIRTUE Full Volumizing Conditioner — Thickens Hair with Lightweight Hydration and Lasting Lift","description":"\u003cp\u003e\u003cstrong\u003eVIRTUE Full Volumizing Conditioner boosts hair thickness and body while conditioning without weighing strands down.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eVIRTUE Full Conditioner is a daily rinse-out formula designed to hydrate hair, support visible thickness, and deliver lasting lift and shine. Lightweight emollients and humectants smooth cuticles and detangle, while the formula's texture preserves bounce so hair looks fuller after each use. The scent is a crisp citrus-floral blend with white pear, spearmint leaf and bright lemon essential oil notes for a fresh, clean finish.\u003c\/p\u003e\n\n\u003ch3\u003eHow does this conditioner add thickness without heaviness?\u003c\/h3\u003e\n\u003cp\u003eThe conditioner uses a blend of lightweight conditioners and volume-friendly film formers that coat the hair evenly rather than saturating the strand. That preserves natural movement and avoids the flatness heavier creams can cause. Over repeated use, hair appears fuller thanks to improved detangling and a smoother cuticle surface.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLightweight conditioning agents that avoid residue\u003c\/li\u003e\n  \u003cli\u003eFilm-forming ingredients that provide lift at the roots\u003c\/li\u003e\n  \u003cli\u003eDetanglers that reduce breakage and maintain strand integrity\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWill it moisturize dry hair while keeping volume?\u003c\/h3\u003e\n\u003cp\u003eYes — the formula balances hydration and body by combining moisturizing actives with volatile carriers that evaporate, leaving softness without dampening volume. It replenishes surface moisture to reduce frizz while maintaining a full silhouette. Ideal for hair that needs both softness and shape.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eHydrating components that smooth the cuticle\u003c\/li\u003e\n  \u003cli\u003eQuick-rinse feel to avoid limp results\u003c\/li\u003e\n  \u003cli\u003eReduces frizz while supporting lift\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eHow should I use it for best results?\u003c\/h3\u003e\n\u003cp\u003eApply to clean, towel-dried hair concentrating on mid-lengths to ends; leave for 1–3 minutes and rinse thoroughly. For root lift, avoid heavy application at the scalp and focus product where tangles and dryness occur. Use alongside VIRTUE Full Volumizing Shampoo for a matched routine that maximizes thickness and body.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eUse after shampoo on damp hair\u003c\/li\u003e\n  \u003cli\u003eLeave briefly for conditioning, then rinse well\u003c\/li\u003e\n  \u003cli\u003ePair with matching volumizing shampoo for consistent results\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003ch3\u003eWhat does it smell like and who might prefer this fragrance?\u003c\/h3\u003e\n\u003cp\u003eThe fragrance is a refreshing citrus-floral composition with crisp white pear notes, stimulating spearmint leaf accents and bright lemon essential oil. It’s light and modern — noticeable but not overpowering — suited to anyone who likes a clean, uplifting scent in their haircare. The aroma lingers subtly after styling.\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eCitrus top notes with pear and mint accents\u003c\/li\u003e\n  \u003cli\u003eBright, fresh profile that complements daily use\u003c\/li\u003e\n  \u003cli\u003eDesigned to fade gracefully after drying\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWho is this for? VIRTUE Full Volumizing Conditioner is formulated for those with fine to medium hair who want increased body, easier detangling, and a lustrous finish without the heaviness of rich conditioners. It’s also a good choice for anyone seeking a lightweight daily conditioner that supports styling volume and reduces frizz while leaving hair manageable and fragrant.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this conditioner suitable for color-treated hair?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes. The formula is gentle and suitable for color-treated hair, helping maintain moisture without stripping color.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How often should I use VIRTUE Full Conditioner?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Use it after every shampoo or as needed; daily use is fine for most hair types seeking added volume and softness.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"VIRTUE","offers":[{"title":"Default Title","offer_id":53438074126683,"sku":"B07PYGMNX8","price":29.98,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/files\/virtue-full-conditioner-front-bottle.jpg?v=1782351432"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1017\/9860\/9243\/collections\/virtue-full-conditioner-front-bottle.jpg?v=1782419526","url":"https:\/\/remediesbeauty.co.uk\/collections\/brand-virtue.oembed","provider":"REMEDIESBEAUTY","version":"1.0","type":"link"}