Virtue

Virtue is an innovative biotech brand that utilises the repairing power of human keratin to transform each strand for incredibly strong, healthy hair.


From healing wounds to healing hair, the scientists behind Virtue discovered their unique star ingredient, Alpha Keratin 60ku, while treating burn wounds in the military. Its power was such that as well as helping to regrow human tissue, they discovered it would also repair hair damage. And because it’s extracted from human hair unlike other keratin types, our bodies recognise Alpha Keratin 60ku allowing it to bind directly to areas of damage and fill them in so hair gets stronger, fuller and ultimately healthier.


Refresh Purifying Shampoo £26.00 Space NK (Shop Now)



Treat hardworking hair to a revamp with the Virtue Refresh Purifying Shampoo, a weekly haircare treatment that provides a deep-down clean.

6-in-1 Styler £17.00 - £34.00 Space NK (Shop Now)



Banish flyaway hairs, shapeless locks and dehydrated tresses with Virtue 6-in-1 Styler, a hard-working styling cream that helps to prime, soften, hydrate, strengthen, polish and protect manes of every kind and colour.

Restorative Treatment Mask £26.00 - £54.00 Space NK (Shop Now)



Rehabilitate dry, damaged and lifeless hair with Virtue Restorative Treatment Mask, a nourishing mask treatment that delivers intense conditioning to hair in need. Intense and restorative, the mask contributes towards silky-soft hair with improved flexibility and vitality.

Refresh Purifying Leave-in Conditioner £28.00 Space NK (Shop Now)



Nourish and detangle locks with Virtue Refresh Purifying Leave-In Conditioner, a lightweight hair mist that works to leave hair shinier, softer and healthier than before.

Split End Serum £19.00 - £38.00 Space NK (Shop Now)



Put an end to split ends with Virtue Split End Serum, a protective serum that helps to seal and repair broken ends and safeguard against future damage. Enriched with Alpha Keratin 60ku™ the serum works to heal, nourish and condition.

Recovery Shampoo £14.00 - £36.00 Space NK (Shop Now)



A shampoo that rebuilds damaged hair with each use. Recovery Shampoo gently dissolves daily buildup while replenishing vital nutrients to leave hair healthy, soft and supple. Color-safe and ideal for dry, damaged or overworked hair.

Recovery Conditioner £14.00 - £38.00 Space NK (Shop Now)



Turn back the clock to revive overworked hair with the Virtue Recovery Conditioner, a haircare product that helps rebuild split ends and damaged strands, creating a healthier-looking mane.

Polish Un-Frizz Cream £19.00 - £38.00 Space NK (Shop Now)



Combat frizz, flyaways and humidity with Virtue Polish Un-Frizz Cream, a leave-in conditioning treatment that helps to transform texture and introduce definition.


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