Looking to show your curls the care they deserve? Enter, Virtue’s Curl Shampoo, a game-changing way to cleanse and repair locks that have fallen victim to damage...

A true innovation in hair care, Virtue’s advanced formulations are enriched with Alpha Keratin 60ku, a whole, human keratin born from regenerative medicine. Since it is identical to the keratin in your hair, the protein is instantly recognised, binding directly to areas of damage and filling them – not just coating strands or weighing them down. This Curl Shampoo is a decadently rich, non-drying blend that effectively lifts excess oils and product build-up, all while helping to maintain your natural curl pattern. It's infused with carob gum to lock in moisture, as well as a vegetable-derived polymer to enhance curl formation and definition. Rice protein and sunflower seed oil are responsible for protecting against the drying effects of UV rays, while water-soluble jojoba oil delivers a wave of shine-boosting hydration. What's not in the formula is just as impressive - it's made without parabens, silicones, sulphates and synthetic colourants, to name a few!

Wet hair thoroughly, work a quarter-size amount of shampoo into palms, and emulsify with water, working into a latherbefore applying. Massage shampoo into hair and scalp to form a rich lather. Rinse and repeat if necessary. For best results, follow with Virtue® Curl Conditioner.

After spending decades in the beauty industry, Virtue’s founders thought nothing could surprise them – until they found Alpha Keratin 60ku, a transformative protein that’s identical to the keratin in your own hair, meaning it binds directly to areas of damage and fills them (without weighing strands down). Thanks to this, the Curl Shampoo rebuilds damaged hair with each use, while lifting excess oils from your curls - all without drying them - and helping to maintain your beautiful natural curl pattern.

Aqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Lauryl Glucoside, Polyglyceryl-3 Laurate, Isoamyl Laurate, Acrylates Copolymer, Coconut Acid,Ethylhexylglycerin, Keratin, Panthenol, Asiaticoside, Quercus Petraea Fruit Extract, Salvia Hispanica Seed Extract, Hydrolyzed Quinoa, Hydrolyzed Adansonia Digitata Seed Extract, Xylitol, Salvia Sclarea(Clary) Extract, Gluconolactone, Camellia Sinensis Leaf Extract, Trehalose, Oryza Sativa (Rice) Seed Protein, Citrus Paradisi (Grapefruit) Fruit Extract, Galactoarabinan, Phytic Acid, Oryza Sativa (Rice)Bran Extract, Linum Usitatissimum (Linseed) Seed Extract, Sodium Dilauramidoglutamide Lysine, Helianthus Annuus (Sunflower) Seed Oil, Maltodextrin, Madecassoside, Tocopherol, Sodium Phytate,Rosmarinus Officinalis (Rosemary) Leaf Extract, Oryza Sativa (Rice) Extract, Butylene Glycol, Sodium Phosphate, Ethyl Linoleate, Caesalpinia Spinosa Fruit Extract, Ethyl Oleate, Ceratonia Siliqua Gum,Sorbitan Oleate, Polyquaternium-37, Helianthus Annuus (Sunflower) Sprout Extract, Caprylyl/Capryl Glucoside, Caprylyl Glycol, Caprylic Acid, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate,Calcium Gluconate, Parfum (Fragrance), Glycol Distearate, Propanediol, Jojoba Oil Glycereth-8 Esters, Disteareth-75 IPDI, Sodium Isethionate, Guar Hydroxypropyltrimonium Chloride, Glycerin,Hydroxypropyl Methylcellulose Stearoxy Ether, Trisodium Ethylenediamine Disuccinate, Stearic Acid, Polysorbate 80, Phenoxyethanol, Sodium Benzoate, Benzyl Alcohol, Chlorphenesin, PotassiumSorbate, Potassium Hydroxide, Citric Acid, Alcohol, Limonene, Linalool.

For the latest information, it is recommended to review the ingredient list printed on the packaging of the product prior to usage or consumption.