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
$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.
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.
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
$25.00
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Professional root concealer
Temporary root concealer spray to instantly cover greys and lasts 1 shampoo. Your hairdresser will help you pick your perfect shade to blend away grey and show you how to use it for the best results.
Regular price
$70.00
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Virtue ColorKick Illuminating Mask is a nourishing, hue-enhancing mask that adds radiance and maintains color vibrancy without drying out hair. This mask is designed to protect and maintain hair color between services by providing intense hydration, reflective luminosity, and color vibrancy, as well as solar and heat protection to keep shades from dulling and drying out.
Regular price
$60.00
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Meet the leave-in treatment that instantly repairs and forever protects. This new product revolutionizes hair repair by not only instantly repairing existing damage, but fighting future damage. Packed with the highest percentage of our hair-identical protein, Alpha Keratin 60ku®, this wonder-working miracle serum instantly repairs the severed bonds that give hair its strength, naturally restores damaged peptides to give hair elasticity, and refills each strand with keratin to smooth, soften, and protect from future harm.
Regular price
$39.00
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Lightweight nourishment and copper removal. Metal Protector Concentrated Oil is an ultra-nourishing serum oil.
For those who want multi-dimensional hair protection the Metal Detox is a lightweight protective oil that delivers protection from color fading heat and metals allowing you to shield hair in the salon and/or in between salon services.
Regular price
$38.00
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a cleansing body wash, which hydrates the skin, layered with rose absolute. contains vitamin e and extracts of rose hips, comfrey, cucumber and ivy.8 oz
paraben, sulfate, phthalate, phosphate & gluten free. cruelty free. vegan. recyclable packaging. eu compliant. made in the u.s.a.
Regular price
$26.00
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L’Oreal Professional Tecni.Art Infinium 4 High-Hold Hairspray proves it’s totally possible to get strong hold without stiffness or crunch. This spray locks in styles, providing shape and memory, yet leaves hair feeling so natural, it can be combed and re-combed. It even works to combat frizz, so your hairstyle is less likely to turn shapeless and puffy.
Regular price
$43.00
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L'Oreal Professional Curl Expression Cream Shampoo Intense Moisturizing is designed to professionally clean curls and coils. Gently cleanses hair while providing intense, long-lasting hydration. Curls and coils are healthy and easy to de-tangle, ready for mask application.
Regular price
$39.00
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L’Oréal Professional Serie Expert Curl Expression Anti-Build Up Cleansing Shampoo has your back on your deep-cleansing days, gently removing excess product buildup without stripping hair of natural oils. Containing 2% Glycerin to help deliver lasting hydration, Urea H to help protect weakened curls, and Hibiscus Seed to help add moisture, strength, and softness, the expansive L’Oréal Professional Curl Expression family of products aims to supercharge curls and coils with exactly what they need to thrive: hydration and strength. Anti-Build Up Cleansing Shampoo provides this necessary moisture as it gently eliminates product buildup and impurities, leaving hair purified, strong, and hydrated.
Regular price
$33.00
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If your hair is looking dull and your color is losing its post-salon vibrancy, it may be the metals in your water taking a toll on your hair. L’Oreal Professional Serie Expert Metal Detox is here to help. This two-step system is designed to detoxify hair and neutralize metals trapped inside the hair fiber to protect the vibrancy of your hair color, while maintaining the softness and nourishment you love.
Regular price
$46.00
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The L'Oréal Professional Metal Detox anti-deposit protector mask protects the fiber from particle deposits after any color, balayage or lightening service. It maintains color vibrancy with intense shine.
Hair is instantly smoother, softer & more nourished. This internationally patented technology is enriched with Glicoamine a molecule small enough to penetrate and neutralize metal inside the fiber.For optimal results, use your Metal Detox in-salon service to prevent new metal deposits.
Regular price
$46.00
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A rich, buttery formula that melts into the curls for intense hydration, the L'Oreal Professional Curl Expression Hair Rich Mask helps to leave the hair feeling nourished. The mask was co-developed with four international curl and coil experts: Titus Magida, Vivi Siqueira, Derick Monroe, and Elodie Euston. Concentrated with glycerin, urea, and hibiscus seed extract, the formula seeks to condition the curls for enhanced manageability and softness. The mask is complete with an intoxicating blend of jasmine, orchid, freesia, and cedar wood.
Curl Expression Long Lasting Moisturizer Leave-In Cream
Regular price
$33.00
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Containing 2% Glycerin to help deliver lasting hydration, Urea H to help protect weakened curls, and Hibiscus Seed to help add moisture, strength, and softness, the expansive L’Oréal Professional Curl Expression family of products aims to supercharge curls and coils with exactly what they need to thrive: hydration and strength. Focusing on addressing extreme dehydration, Long Lasting Moisturizer Leave-in Cream imbues hair with 2x more hydration* and locks it in, leaving hair feeling instantly silkier and sealed, as well as stronger and more fortified.
Regular price
$36.00
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Containing 2% Glycerin to help deliver lasting hydration, Urea H to help protect weakened curls, and Hibiscus Seed to help add moisture, strength, and softness, the expansive L’Oréal Professional Curl Expression family of products aims to supercharge curls and coils with exactly what they need to thrive: hydration and strength. Curls Reviver Spray takes this hydration-plus-strength formula and spins it as the ultimate curl pick-me-up, ready for use when you want to remove curl friction, take volume down, give curls shiny lasting definition, boost lazy curls midday, take coils to their natural formation, or squash frizz.
Regular price
$33.00
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L’Oréal Professional Serie Expert Curl Expression 10-in1 Cream-in-Mousse leaves hair feeling silky soft and looking as bouncy as ever, plus, offers 10 benefits in 1 application! From deeply hydrating curls and coils, to adding shiny definition to protecting delicate curls against breakage-causing friction to offering heat-protection up to 450°F, this leave-in formula truly gives curly hair types the goods. The beauty of this soft-hold, multifunction mousse: You can work it into multiple styling routines; the options are endless.
Regular price
$46.00
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A weightless spray that creates an impenetrable veil of humidity-blocking, frizz-stopping, moisture-locking mist that protects strands for 72 hours. Created for harsh humid conditions, this alcohol-free, heat-activated spray is the prescription-strength equivalent of traditional anti-frizz sprays. This lightweight mist won’t create build-up or dry out hair, and it’s heat protective up to 450 degrees, leaving hair healthy, silky-soft, and free of frizz for days.
To use:
Towel dry hair. Divide into sections. Shake product well and spray liberally and evenly throughout each section. Blow-dry hair. Heat is required to activate product benefits.
Regular price
$58.00
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This high shine hair gloss strengthens and seals the surface of the hair fiber to protect color and leave a high-shine finish. Bring the professional salon DNA to your at-home routine and extend the life of your stunning post-salon hair color. When the formula mixes with water, it transforms into a luxurious, creamy texture that fully coats and protects the hair.
Features lactic acid to gently exfoliate and seal the hair surface and centella asiatica, a flowering plant with soothing and recovery properties.
HOW TO USE:
After cleansing with a Chroma Absolu Shampoo, apply to mid-lengths and ends until saturated. Note: Do not apply to the scalp. Apply 1 dose for fine hair, or two 2 doses for thick or long hair. When this liquid formula mixes with water, it transforms into a creamy, rich texture. Leave on for 1-2 minutes and rinse thoroughly. Avoid irritated skin or eye areas.
Regular price
$46.00
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This frizz-reducing leave-in hair treatment hydrates and protects the hair fiber from external aggressors. The antioxidant-rich formula smoothes, softens, and provides up to 450-degree heat protection.
Features lactic acid to gently exfoliate and seal the hair surface and centella asiatica, a flowering plant with soothing and recovery properties.
HOW TO USE:
On towel-dried hair, apply 6 to 10 sprays, depending on the lengths and thickness of the hair. Spread down to tips, then comb to evenly distribute the product. Proceed to blow-dry or air dry.