Virtue Shampoo Review

A Complete System for Thinning Hair

bottle of virtue

I love when I find a hair loss treatment that comes as a full set. Not that I love forking out extra cash! But when you’re nourishing your scalp with a recovery shampoo, a moisturizing conditioner, then adding exfoliating masks or restorative scalp treatments – you’re giving yourself much-needed TLC.

We often neglect to mind our locks, so it’s no wonder we’re left with thinning hair! I’ve even been guilty of regularly washing my bald head with plain ol’ soap. Not exactly giving it the attention it needs to produce new hair…

So when I find a brand that offers natural, affordable hair products – a full hair care regime that aims to support a healthy scalp and hair – I get a excited. That’s what happened when I discovered Revita, still my top brand for thinning hair.

When I saw Virtue products on Amazon recently, I liked the sound of them…and I’m not alone! Check out how the company’s Flourish and Recovery shampoos, their conditioner and their other hair care products, can protect all hair types: repairing damage, reducing hair loss and even supporting hair growth.

Emma's 'I'm not a doctor' disclaimer

Hi there, I’m an alopecian, I’m not a doctor! Any advice I give is based on my own research and personal experiences . This site is, however, reader-supported. When you buy through external links, I may earn a tiny affiliate commission. Learn more here. I also keep the lights on by selling my own headscarves and alopecia merch.
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Virtue Hair Products: My Top Choice

Virtue Flourish Shampoo For Thinning Hair

What is Virtue? Brand & Background

Virtue is a US brand, founded in 2006, with a laboratory in Winston-Salem. They use regenerative medicine as a way of repairing damaged hair. And just under a decade ago they came up with their greatest innovation yet: the first hair product that uses human keratin.

Drawing on the experience of a biotech company that used human keratin protein to heal the skin of wounded soldiers, Virtue began to extract the same protein directly from the skin in order to heal and restore hair follicles. Sounds gross, but it’s effective!

How it works

As the body recognizes this substance as its own, this pure keratin pulled to where it’s needed: strand by strand, resurfacing and filling in cracks of damage. So you’re getting much more than a shampoo that leaves your hair squeaky clean, or added volume to fine hair. You’re getting a deep form of Virtue recovery – a new beginning for every hair type.

The brand has been endorsed by celebrities like Jennifer Garner, who even has her own collection of products (and who, let’s face it, has FABULOUS hair!). Jennifer is a good friend of Virtue’s Creative Director, Adir Aberge, who is an internationally famous hair stylist.

Even among us regular humans, Virtue is a beloved brand for adding volume, promoting healthy, smooth and shiny hair and achieving that hair salon look with every wash.

Ingredients & Benefits

Virtue’s key ingredient and secret weapon is its patented Alpha Keratin 60ku. Alpha Keratin is a whole keratin protein which is derived from human hair and nails, born out of the science of regenerative medicine.

Alpha Keratin 60ku is identical to the keratin contained in our skin, hair and nails – so it has the power to bind directly to damaged hair and repair it in a more effective way than animal derived keratin ever could. The body will absolutely love this protein – and will apply it to wherever it’s needed most.

This is keratin in its purest form, folks – and it’s quite the miracle worker.

Plus, unlike many other commercial shampoos, Virtue is free from potentially harmful chemicals, including sulfates, parabens, phthalates, synthetic colors or dyes – and its vegan, cruelty-free formula is gluten-free, too. Yay! For more of my top sulfate-free options, check out this post.

Here’s what else Virtue contains:

  • Alpha Keratin: Binds directly to hair strands to provide nourishment and volume: increasing the density of each strand by up to 22%.
  • Hydrolyzed Quinoa: A plant-based protein that adds moisture and shine while enhancing hair color.
  • Baobab Seed Oil: A rich and silky oil can that acts as an intense emollient for dry, damaged hair.
  • Grapefruit Extract: High in Vitamin C and antioxidants, this fruit extract revitalizes the scalp and protects it from environmental damage.
  • Red Algae: Present in the Flourish set, this extract contains omega -3 and omega -6 fatty acids that thicken strands, encourage strong growth and reduce scalp irritation and inflammation.
  • Larchwood Extract: Encourages the initiation of the anagen growth phase and in a double-blind clinical study, was shown to regrow hair.

Aqua (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)

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Top Virtue Products & Collections

Virtue makes a range of sulfate and paraben-free treatments for various hair types and needs – including their Full Shampoo and Conditioner, their Smooth Shampoo and Conditioner, plus a range of hair color and styling products, for fine hair, thick hair, curly or straight hair.

However, I’ll mainly focus on the Recovery Shampoo & Conditioner, plus the Flourish range, as these ones deal with damaged hair and on minimizing hair thinning, which I thought might be of most interest to my dear Lady Alopecia readers!

1. Recovery Shampoo & Conditioner For Damaged Hair

This is a great shampoo if you have color treated hair or undergo quite a lot of chemical treatments or heat styling. Why? Well, because of its ability to repair damage far quicker and more effectively than a product with animal derived keratin or synthetic keratin.

The shampoo works to repair damaged hair with each use, while gently dissolving daily build-up. Your hair feels clean but also deeply nourished – and experts agree. This recovery shampoo was voted “Best of Beauty” at the 2017 Allure Awards.

The rich and luxurious conditioner has gotten its own share of accolades, too: as a Bazaar Anti-Aging Awards winner in 2019. Its special detangling formula reconstructs frayed cuticles and brittle ends to infuse hair with softness, shine and manageability.

This set provides a perfect balance of moisture and oil-control for healthy hair. In fact, the company’s website claims that Virtue Recovery products can reduce frizz by up to 67% after just 4 applications. Not bad, guys!

2. Flourish Shampoo & Conditioner For Thinning Hair

This set is specially formulated for those with thinning hair and a lot of breakage going on. By gently clearing excess build-up from the scalp and follicle openings, the shampoo creates a healthier foundation for hair growth. It also stimulates the scalp to encourage blood flow and increase the amount of nutrients reaching the hair shaft.

Formulated with alpha and gamma keratin proteins, rice-based humectants and active plant extracts like red algae, the conditioner works to clear scalp irritation and flaking, while biomimetic signal peptides calm any inflammation which could be triggering hair fall.

Also From Virtue:

  • Restorative Treatment Mask: A 3-minute weekly hair mask with a deeply conditioning boost. Contains artichoke leaf extract to add protection from environmental damage.
  • Virtue Healing Oil: Formulated with clear oils, the lightweight formula won’t alter your color or weigh down your hair.
  • Split End Serum: Can restore split ends to wholeness by 95% after 5 applications. No more rushing out to get a hair cut every time your split ends build up – try this reparative serum instead, which you can apply to dry hair or wet hair. (If using on wet hair, you can either air dry or blow dry your hair afterwards).

LA Says: Psst…Virtue also offers a couple of collections, or a full kit for hair restoration. You can choose between a drug-free hair rejuvenation treatment kit or a hair growth treatment set with 5% minoxidil.

Honest Customer Reviews

The recovery shampoo gets 4.5 stars on Amazon out of just under 500 reviews – so, not quite the high levels of big brands like Nioxin but still, not that bad! Most customers say it leaves their hair much softer and more manageable though some complain about the use of fragrances and the products aren’t worth the money.

My hair is color treated and I use a blow dryer for straight hair at least twice a week. I have so many expensive shampoos. They don’t compare… this is one of the best product lines I’ve used in years. It’s worth the money.

– Cindy M

It’s on the expensive side, but the best product I’ve found for my hair in my 70 years. No more flyaways, no more tangles. Left my fine hair soft and silky and feeling wonderful after just one wash. Don’t use much or it will be too much…about a quarter sized amount of a dime is plenty.

– Rebecca B

The price of this product is absolutely worth it. My hair is soft, vibrant, full of body, and smells amazing. I have fine hair and most shampoo and conditioners weight my hair down. I wash daily as I’m an oily gal, but this line doesn’t damage my hair at all. On the contrary, my hair is in the healthiest state it’s been in for a long while!

– Paula H

Common Questions

Does Virtue shampoo help hair growth?

Although Virtue’s main benefits lie in its ability to repair damaged hair, to reduce shedding, boost volume and smooth out frizz, it could also be beneficial for hair growth. Because a healthy scalp means an optimal environment for new hair to grow!

Final Thoughts: Victory For Virtue!

So, is Virtue hair really that good? Well, from the great customer reviews I’ve read and the fact that it has something different to other haircare brands – that special human keratin protein – I’m thinking this brand deserves the hype.

It’s the first haircare product that uses pure keratin protein from human hair, skin and nails. Remember, this is identical to the keratin we’d naturally produce so it has greater regenerative powers for building healthier, stronger hair.

If, like me, you’re someone who’s spent a fortune on collagen powder or other keratin treatments to encourage cell rejuvenation and hair growth, then maybe this is a much simpler option: swapping out your existing hair products with this innovative brand.

Sure, the full shampoo and conditioner set might cost more than the stuff you’ll see on supermarket shelves. But they really do contain something special, without the potentially harmful chemicals…which in my mind, makes them worth it.

I’d be happy to recommend this brand, but I’d love to hear what you think! If you’ve ever tried Virtue hair products, please share your experience below.

Love & hugs,

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Lady Alopecia

Alopecian. Yoga Teacher. Copywriter. Here to share information, offer support and show people the adventures that can lie in hair loss. I’m proud to have alopecia and I want to help others embrace their baldness, too!

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