Regular price
$38.00
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Product Benefits
Revitalizes signs of aging hair and scalp. Gently removes impurities from scalp and hair fiber. Reveals stronger hair.* Nourishes and moisturizes hair. *Instrumental test after Bain + Masque.
How to Use
Use after the Pré-Cleanse Régénérant. Apply on wet hair, massage. Rinse. Follow with Masque Intense Régénérant.
Regular price
$40.00
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Virtue® Curl-Defining Gel is a memory-building curl perfector with the strength of a traditional gel definer but none of the slick, crunchy side effects. Sheer and smooth, it glides through hair to build, shape, de-frizz, and hold the curls you have—and the ones you never knew existed.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
Key Ingredients -
Shea Butter Ester: Nourishing ester that hydrates curls without weighing them down for optimal natural curl formation.
Selaginella Lepidophylla Extract (“Resurrection Plant” or “Rose of Jericho”): A specialty botanical plant active that attracts moisture to parched curls to bring them back to life.
Chia and Flaxseed Polysaccharides: Naturally-derived sugars that enhance curl formation and hold.
Fragrance - A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.
How To Use - Apply in sections for high definition or all over in a scrunching motion for light hold. Style as usual.
Regular price
$46.00
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Virtue® Curl Leave-In Butter is a leave-in cream rich in reparative proteins and emollients to infuse hair with hydration, help neutralize frizz, and guard against heat and humidity. Simultaneously, Alpha Keratin 60ku® helps to repair cracks and splits, leaving curls stronger, softer, and full of shine.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
Key Ingredients -
Shea Butter, Jojoba Esters & Olive-Derived Esters: A super-hydrating combo that helps to soften hair and provides lightweight moisture without weighing down curls. Selaginella Lepidophylla Extract: (“Resurrection Plant” or “Rose of Jericho”): A specialty botanical plant active that attracts moisture to parched curls to bring them back to life.
Multi-faceted UV/Solar Protection Complex: An anti-pollution active that is known to provide color and heat protection
Fragrance -
A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.
Regular price
$44.00
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ColorKick® De-Brassing Shampoo is the only toning shampoo that uses all-natural botanicals and 100% natural colorants to brighten, tone, and gently neutralize brassiness on ALL shades of natural and color-treated hair, including silver and gray. This sulfate-free shampoo is made with our proprietary Alpha Keratin 60ku® protein to heal and strengthen hair. Because it’s free of harsh, stripping ingredients and purple color deposits, the ColorKick De-Brassing Shampoo is a gentle and nourishing option for toning all hair shades.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
Key Ingredients -
Special Blend of Chamomile Extract, Lemon Fruit Extract, Red Cabbage Extract, Purple Ginseng Extract, and 100% natural Salicylic Acid from Wintergreen Leaf Extract: Provide subtle, cumulative brightening of yellow tones and rinse away brassiness.
Turmeric Root Extract: Works in conjunction with a mineral complex to provide antioxidant protection and protects from the damaging and color-distorting effects of UV/solar exposure, environmental pollutants, and free radicals.
Viola Odorata Flower/Leaf Extract in conjunction with Lavender Flower Extract and Rosemary Leaf Extract: Neutralize brassiness and reduce yellowing in a broad range of both natural and color-treated hair tones, including silver/gray hair.
Fragrance - A warm blend of bright and calming ingredients including yuzu zest, chamomile, and creamy sandalwood.
How To Use - Use 1-2x per week in place of your regular shampoo. Massage into a rich lather. Pair with Virtue Restorative Treatment Mask or your favorite Virtue conditioner.
Regular price
$50.00
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A potent, botanical-based nutrient infusion for the scalp. It fuels fatigued follicles and nurtures new, fragile hairs so they thicken and thrive. Combining patented Alpha + Gamma Keratins and a Biomimetic Signal Peptide, this product is best for mild to moderate hair thinning and those seeking a natural approach to nourish the scalp and thicken each hair. Color-safe, paraben-free, vegan and gluten-free.
Alpha Keratin 60ku are large, spring-shaped proteins that reinforce the strength of your hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with the strength, elasticity, and flexibility that it needs to survive.
Key Ingredients -
Our Alpha and Gamma Keratin proteins plus:
Biomimetic Signal Peptides: Nourish and calm the scalp to help create a healthy environment for hair growth.
Saccharomyces Lysate: A probiotic yeast extract known to increase oxygenation and help reduce irritation in the scalp.
Larch Wood Extract: Encourages the initiation of the anagen growth phase and, in one double-blind clinical trial, was shown to be more effective than Minoxidil.
Fragrance - A gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers, and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.
Regular price
$42.00
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Flourish Volumizing Styler is the all-you-need styler for fine, fragile hair. This airy, lightweight, self-foaming formula provides instant body, bounce and hold, creating the illusion of density even in the thinnest parts. Color-safe, paraben-free, vegan and gluten-free.
Alpha Keratin 60ku are large, spring-shaped proteins that reinforce the strength of your hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with the strength, elasticity, and flexibility that it needs to survive.
Key Ingredients -
Our Alpha and Gamma Keratin proteins plus:
Panthenol (Pro-Vitamin B5): Conditions the hair and provides heat protection to preserve the strength and thickness of the hair fiber.
Active Plant Extracts: Helps improve hair strength and thickness while protecting against environmental aggressors
Microalgae Extract:Adds volume and strength to the hair fiber, making hair look and feel revitalized.
Fragrance - A gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers, and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.
How to Use - Dispense foam into palm and spread between hands. Work through damp hair, starting at the roots to the ends. Style as desired.
Regular price
$44.00
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Flourish Shampoo for Thinning Hair delicately stimulates the scalp and removes buildup. It cleanses the hair shaft and clears debris from follicle openings, creating an environment for healthy growth. Formulated with Alpha and Gamma Keratin proteins, rice-based humectants and active plant extracts, this shampoo clears scalp irritation and flaking. Color-safe, paraben-free, vegan and gluten-free.
Alpha Keratin 60ku are large, spring-shaped proteins that reinforce the strength of your hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with the strength, elasticity, and flexibility that it needs to survive.
Key Ingredients -
Our Alpha and Gamma Keratin proteins plus:
Sodium Hyaluronate + Red Algae Extract: Provides a sheer “moisture shield” to thicken hair and keep the fibers supple
Rice-based Humectants: Provide lightweight hydration to the hair, plumping and smoothing the shaft without weighing hair down.
Biomimetic Signal Peptides: Nourish and calm the scalp to help create a healthy environment for hair growth
Fragrance - A gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers, and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.
How to Use - Work a quarter-sized amount of shampoo into a lather between palms. Apply to wet hair and massage into scalp, starting at the nape of your neck, and work the lather through ends. Rinse thoroughly. For best results, follow with Flourish Conditioner for Thinning Hair.
Regular price
$46.00
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Nourishes | Thickens | Detangles
Flourish Conditioner for Thinning Hair is a hair strengthener, hydrator, and detangler all in one. Specifically developed for fine, fragile strands, it nourishes and thickens each hair without weighing it down. This lightweight, sulfate-free conditioner is formulated with our patented Alpha + Gamma Keratins, a highly active Green Tea and Probiotics to leave hair smooth, silky, comb-able and less prone to pulling or breakage. Color-safe, paraben-free, vegan and gluten-free.
Alpha Keratin 60ku are large, spring-shaped proteins that reinforce the strength of your hair. Gamma Keratins are small globular keratins that provide flexibility. Together, they form a complex molecule with the ability to repair and nourish the scalp, providing fragile hair with the strength, elasticity, and flexibility that it needs to survive.
Key Ingredients -
Our Alpha and Gamma Keratin proteins plus:
Probiotic Ferment: A microbiome booster known to nourish the scalp, help decrease irritation and support cellular oxygen consumption
Cyperus Plant Root Oil: Enhances softness, shine and combability without adding weight
Biomimetic Signal Peptides: Nourish and calm the scalp to help create a healthy environment for hair growth
Fragrance - A gentle, spa-like blend of aromatic herbs, bright citrus, clean flowers, and balancing woods, with basil and patchouli essential oils for scalp care and healthy hair.
How to Use - Work a quarter-sized amount of conditioner between palms, apply to wet hair, from mid-shaft to ends; leave in for 1-3 minutes before rinsing thoroughly. For best results, use after washing with Flourish Shampoo for Thinning Hair.
Regular price
$46.00
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Second day curl refreshing spray for coily, curly and very curly hair.
Benefits:
74% more defined curls instantly, humidity shield for instant, 24H, frizz control. Reactivates moisture, shape & shine for 73% more conditioned and 63% more hydrated curls.
How to Use:
Spray and mist through dry hair to reactivate second-day curls after using Curl Manifesto routine on wash day. Air dry. In case of contact with eyes, rinse them immediately and thoroughly.
Apply generously to damp hair. Distribute evenly while detangling with fingers or with a wide-tooth comb. Add a bit of water to emulsify. Leave on for 5 to 30 minutes. Rinse thoroughly. If desired, use the full Curl Manifesto routine to restore elasticity for ultra-soft and shiny curls. After using the Curl Manifesto Bain and removing excess water from hair, apply mask as directed. Follow with Crème, Huile and Gelée. In case of contact with eyes, rinse them immediately and thoroughly.
Regular price
$48.00
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Lightweight moisture replenishing conditioner for curly and very curly hair.
Benefits:
+98% detangled knots*.+80% more smooth/conditioned curls* with no weigh down**. Reduces frizz instantly for 24H*. Protects against humidity*. 2x shinier curls
How to Use:
After Curl Manifesto Bain/Shampoo, apply to wet hair, having removed excess water. Distribute from ends upwards and massage into hair. Leave-in for 3-5 minutes. Rinse thoroughly. In case of contact with eyes, rinse them immediately and thoroughly.
Regular price
$42.00
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Ultra-moisturizing post-bleaching procedure shampoo-in-cream for sensitized lightened or highlighted hair.
Benefits:
Shampoo-in-cream deeply moisturizes hair post-bleaching. Cleanses the hair while having the consistency of a mask. Boosts hydration for 51% more conditioned hair* and +65% more hydrated* hair. Strengthens for +87% stronger hair* and super nourishes for 2x shinier hair
How to Use:
Bain Cicaextreme can be used in duo with Bain Ultra-Violet as a first caring shampoo or alone in two applications. Apply to wet hair, massage, add more water, massage again, and rinse thoroughly. Follow with Cicaflash, Masque Ultra-Violet or Masque Cicaextreme if desired.
A lightweight serum that strengthens sensitized post-bleached hair for +91% stronger hair and 2x shinier hair.
How to Use:
Can be used on towel-dried hair before blow-dry or air-dry; as well as on dry hair. Apply 1 to 2 pumps to damp hair and proceed to blow-dry or air-dry. Apply 1 pump to dry hair on lengths and ends.
Gretta&Co sent me this hair oil in a crushed box, with a product that has both labels that are placed on the bottle, off center and looks like a product that would be sold as a damaged product at Ross or TJMaxx.
I will never do business with them again. If they can’t get a bottle of hair oil right,
I can only imagine if I purchased something of monetary significance.
Kérastase
Genesis Bain Hydra-Fortifiant
Regular price
$42.00
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Delicate fortifying shampoo for normal to oily, weakened hair that is prone to falling due to breakage from brushing.
Benefits:
"Silicone-free. Gently removes sebum & pollution particles from scalp and hair. Provides oil-control. Prevents risk of hair-fall due to breakage from brushing. 97% less hair fall due to breakage from brushing*. Awarded by Glamour.com "The Best Pro Shampoo for Damaged Hair" in “The Best Products For Straight Hair of 2020.”
How to Use:
Apply to wet hair. Lather, Rinse, Repeat. Rinse thoroughly. In case of contact with eyes, rinse them immediately and thoroughly.
Apply to shampooed and towel-dried hair. Massage lengths and ends. Leave on for 3 to 5 minutes. Rinse. In case of contact with eyes, rinse them immediately and thoroughly.
Regular price
$40.00
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Thickens | Holds | Adds Body
Virtue®Labs Volumizing Mousse instantly thickens hair, adds body, bounce, and flexible hold for a long-lasting style. Combining the power of our signature Alpha Keratin 60ku®with Baobab Seed, this lightweight mousse goes above and beyond volume with staying power: It strengthens hair, adds shine, and protects from heat damage and humidity. No sticky residues, no crunchy finishes. Just volume that lasts. Color-safe, paraben-free, gluten-free, vegan.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.
Ingredients-
Baobab Seed Oil:From the African Tree of Life (known for its ability to store water), this rich, silky oil can act as an intense emollient for dry, damaged hair.
Panthenol (Vitamin B5): Improves and repairs the structure of hair, as well as moisturizes and strengthens the hair shaft by penetrating deep into the cuticle, promoting gloss and elasticity.
Amino Acids: Deeply hydrates, adding sheen for a glossy finish.
Hydrolyzed Amaranth Protein:Makes hair softer and silkier.
Free Of:
Our brand is free of parabens, sulfates, phthalates, synthetic colors and dyes. Gluten Free. Cruelty Free. Vegan.
Fragrance-
A revitalizing citrus floral blend of leafy greens, flowers, and fruit, including white pear notes, stimulating spearmint leaf, and bright lemon essential oils.
How To Use-
Shake well. Turn can upside down and dispense a small amount of product into palm. Distribute evenly through towel-dried hair from root to tip. Style as desired.
Regular price
$42.00
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Hydrates | Nourishes | Repairs
Virtue® Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and build-up to maintain the natural curl pattern. It protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles. Color-safe, paraben-free, gluten-free, vegan.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else. Alpha Keratin 60ku® works with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage.
Ingredients-
Water-Soluble Jojoba Oil:Provides moisture and hydration to enhance shine, compatibility, and detangling.
Specialty Carob Gum (Ceratonia Siliqua):Forms a sheer film to lock in moisture.
Vegetable-Derived Polymer (from Lond Bean):Facilitates curl formation and definition.
Specialty Rice Protein & Extract with Sunflower Seed Oil:Provide solar protection from the drying and damaging effects of UV rays.
Free Of:
Virtue® Curl is also the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors, and synthetic colorants.
Our brand if free of sulfates, parabens, Phthalates, synthetic colors and dyes. Gluten free. Cruelty Free. Vegan.
Fragrance-
A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.
How To Use-
Wet hair thoroughly, work a quarter-size amount of shampoo into palms, and emulsify with water, working into a lather before 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.
Regular price
$40.00
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Moisturizes | Smooths | De-frizzes
Virtue®Curl-Defining Whip is a hydrating cream that delivers touchable hold, fights frizz, and amplifies curl formation. It provides lightweight definition for bouncy curls and waves without the crunchy, sticky after-feel. Our proprietary Alpha Keratin 60ku®not only repaves damaged cuticles and refills microscopic cracks in hair, it also protects against humidity, heat, and environmental damage. Color-safe, paraben-free, gluten-free, vegan
Alpha Keratin 60ku®-
Alpha Keratin 60ku®repairs brittle hair that’s more prone to breakage, while nourishing ingredients like shea butter, Pro-Vitamin B5, Linseed extract, and Centella Asiatica Extract provide lightweight hydration to a broad range of curl patterns.
Ingredients-
Shea Butter:Nourishes and hydrates curls for optimal curl formation.
Baobab Oil:Rich in Vitamins A, D, E, and F omega-3 oils, this deeply nourishing oil revitalizes damaged hair and protects against moisture loss and the drying elements.
Chia Seed Extract:Helps provide antioxidant protection from environmental pollutants.
Linseed Extract:Helps nourish and fortify hair.
Free Of:
Virtue® Curl is the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors, and synthetic colorants.
Our brand is free of parabens, sulfates, phthalates, synthetic colors and dyes. Gluten Free. Cruelty Free. Vegan.
Fragrance-
A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.
How To Use-
Shake well. Turn can upside down and dispense a golf ball–size amount of product into palm. Distribute evenly through damp hair, scrunching from the bottom up. Twist individual curls for a more defined look. Air dry or diffuse dry on low speed.
Regular price
$44.00
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Softens | De-Frizzes | Replenishes
Virtue® Curl Conditioner weightlessly detangles, de-frizzes, nourishes, and hydrates without weighing down curls. It repairs cuticle damage, rejuvenates elasticity, and protects against humidity, heat, and environmental damage for soft, silky, and strong curls. Color-safe, paraben-free, gluten-free, vegan.
Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else. It works with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage.
Ingredients-
Water-Soluble Jojoba Oil:Provides moisture and hydration to enhance shine, compatibility, and detangling.
Specialty Carob Gum (Ceratonia Siliqua):Forms a sheer film to lock in moisture.
Vegetable-Derived Polymer (from Lond Bean):Facilitates curl formation and definition.
Specialty Rice Protein & Extract with Sunflower Seed Oil:Provide solar protection from the drying and damaging effects of UV rays.
Free Of:
Virtue® Curl is also the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors, and synthetic colorants.
Our brand is free of parabens, sulfates, phthalates, synthetic colors and dyes. Gluten Free. Cruelty Free. Vegan.
Fragrance-
A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.
How To Use-
Apply a generous amount of conditioner between palms and massage into hair, starting from the ends and working your way up toward the root. Distribute conditioner through hair using a wide-tooth comb. Leave on for 2–3 minutes. Rinse thoroughly.
Regular price
$36.00
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Fine fragrance root and hair refreshing dry shampoo for all hair types. Instantly absorbs excess oil on scalp & hair. 24HR long lasting Neroli Oil scented fine fragrance. Fine powder spray for a lightweight touch with a clean feeling. Refresh hair and root at-home + on-the-go. Silicone free. Fresh scent.
Regular price
$58.00
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Soothes | Rebalances | Nourishes
Restore scalp to a healthy state nightly with this highly potent, feather-light serum that goes on easily and absorbs quickly. Our scalp is an incredibly complex ecosystem of hair, skin, oil, and natural flora. It’s also the critical starting point for every hair we grow. Virtue® Topical Scalp Supplement™ is a nightly infusion of nourishment. This highly potent serum floods the scalp and hair with nutrients using pure Alpha Keratin 60ku®, B vitamins, peptides, and prebiotic activity. The result: a healthy scalp for strong, vibrant, and youthful hair.
Use nightly on dry hair. Apply 5–7 drops of serum directly onto scalp, massage, and work through to ends. Absorbs within 2 minutes and will not stain pillow or sheets.