VIRTUE

After spending decades in the beauty industry, Virtue’s founders thought nothing could surprise them – until they found Alpha Keratin 60ku, a transformative protein set to transform the hair care world (one strand at a time). Discovered by Dr. Luke Burnett, a retired US army colonel using keratin to heal wounds and regrow tissue, Alpha Keratin 60ku is ethically sourced from human hair, so our bodies recognise it instantly and use it as if it were our own. Binding directly to areas of damage and filling them (without weighing strands down) this incredible range promises unrivalled hair repair available nowhere else on the market.

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VIRTUE BESTSELLERS

VIRTUE One for All 6-in-1 Styler Cream 120ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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37.00€

VIRTUE CORRECT Healing Oil 20ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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28.25€

VIRTUE Smooth Shampoo Travel Size 2 oz

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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3.33 Stars 3 Reviews
17.00€

VIRTUE Flourish Hair Rejuvenation Treatment (1 Month Supply) 180ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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4.0 Stars 2 Reviews
47.80€

VIRTUE Purifying Shampoo 120ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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5.0 Stars 1 Reviews
30.00€

VIRTUE Pro Possibilities Kit: Smooth

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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RRP: 148.03€
103.62€

VIRTUE Flourish Hair Rejuvenation Treatment (3 Month Supply)

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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144.60€

VIRTUE Smooth Conditioner 200ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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5.0 Stars 2 Reviews
43.00€

VIRTUE Curl Leave-in Butter 150ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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40.60€

VIRTUE Texturising Spray Travel Size 65g

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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2.0 Stars 1 Reviews
19.00€

VIRTUE Purifying Leave-in Conditioner 150ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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4.0 Stars 1 Reviews
36.00€

VIRTUE Flourish and Manta Brush

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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5.0 Stars 4 Reviews
26.30€

VIRTUE Full Conditioner 200ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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4.0 Stars 2 Reviews
43.00€

VIRTUE Flourish Volumizing Styler 120ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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3.0 Stars 2 Reviews
45.00€

VIRTUE Refresh Dry Shampoo Travel Size 51g

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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2.5 Stars 2 Reviews
18.00€

VIRTUE Frizz Block Smoothing Spray 150ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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1.0 Stars 1 Reviews
47.46€

VIRTUE Labs Flourish Mask for Thinning Hair 150ml

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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62.65€

VIRTUE Pro Possibilities Kit: Full

Cult Beauty Gift Voucher - €15
Cult Beauty Gift Voucher - €15 Worth 16.95€

€15 GIFT CARD WITH €70 SPEND*

*We're giving you a FREE €15 gift card when you spend €70 across our curated gifting edit*. One per customer while stocks last. €15 gift card will be automatically added to bag when you spend €70 (after any discounts have been applied and excluding Cult Beauty Gift Cards).
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148.03€
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DISCOVER VIRTUE

With the discovery of Alpha Keratin 60ku, the Virtue brand was born around six years ago. When the founders of Virtue determined the transformative effects this incredible protein could have on damaged hair, they set out to create a brand with one vision; to give people the best hair possible with science. This unrivalled hair repair brand is now renowned for bringing back your most beautiful and healthy hair using their luxury yet simple hair care products. From everyday {shampoo and conditioners} to more intensive {hair treatments}, discover the science-based brand focused on restoring your mane to its healthiest form.

ALPHA KERATIN 60KU

The innovative ingredient that makes Virtue products the ultimate hair saviours is Alpha Keratin 60ku. Discovered by Dr Luke Burnett, this patented protein was initially used to heal wounds and regrow tissue. This pure keratin – which makes up 90% of hair, skin and nails – is virtually identical to your natural keratin, meaning the body recognises it and uses it as its own.

As the Alpha Keratin 60ku binds to damaged hair, it weaves broken keratin strands back together to actually repair and smooth them individually, without weighing them down. This form of keratin has been proven to increase thickness, add colour vibrancy, reduce frizz and repair split ends for your healthiest, softest and smoothest hair yet. Unlike other keratin products on the market – that use hydrolysed keratin which is diluted – this transformative pure form of keratin promises maximum and intensive results, making it a must for dry, damaged and lifeless hair.

PRODUCTS FOR ALL HAIR TYPES

Designed to work with all hair types, you’ll find a Virtue hair product for every wash, dry and style. Packed with Alpha Keratin 60ku, start your search with the iconic Virtue shampoo and conditioners, including the award-winning Recovery and Full ranges. From Virtue masks and healing oils to the product every hairstyle craves – the {Virtue 6 in 1 Styling Cream} –now you can repair and rebuild the strength and health of your hair.

CRUELTY-FREE, VEGAN & ETHICAL

No animal testing is carried out on any of the Virtue products, making them fully cruelty-free, while also being completely safe for vegan use. Alpha Keratin 60ku protein is derived from human hair, which is ethically sourced by reputable suppliers from wilful sellers, and never from donations. Every Virtue {hair care product} is also gluten-free and free from parabens and sulphates while maintaining a rich, creamy and foaming texture that feels effortlessly luxurious to use.