Skip to content
Select your NAK Hair gift - Spend $110+ on NAK Hair
Select your NAK Hair gift - Spend $110+ on NAK Hair
Virtue

Virtue

Virtue Labs set out to create a biotech company with one goal; to repair hair. Harnessing the transformative powers of Alpha Keratin 60ku, Virtue Labs have created a range of care, treatment, and styling products that deliver immediate results while repairing damage and smoothening the hair over time.
  • Original price $47.00 - Original price $47.00
    Original price
    $47.00
    $47.00 - $47.00
    Current price $47.00

    VIRTUE 6-in-1 Styler 120ml

    Virtue

    A universal styling cream to help prime and protect hair. Meet the cream that does it all: Virtue 6-in-1 Styler is a lightweight creme-serum that...

    View full details
    Original price $47.00 - Original price $47.00
    Original price
    $47.00
    $47.00 - $47.00
    Current price $47.00
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Recovery Conditioner 200ml

    Virtue

    A rich conditioner to repair damaged and dry hair. Hydrate, soften and renew dry, damaged and dehydrated hair with Virtue Recovery Conditioner. W...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00

    VIRTUE Recovery Shampoo 240ml

    Virtue

    A sulfate-free shampoo for damaged, stressed or dehydrated hair. Cleanse, repair and nourish your hair with Virtue Recovery Shampoo. This gentle ...

    View full details
    Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00
  • Original price $54.00 - Original price $54.00
    Original price
    $54.00
    $54.00 - $54.00
    Current price $54.00

    VIRTUE Volumising Primer 150ml

    Virtue

    A pre-styling mist to prep and protect hair. Get grip, without the grit with Virtue Volumising Primer. Ideal for creating the perfect foundation ...

    View full details
    Original price $54.00 - Original price $54.00
    Original price
    $54.00
    $54.00 - $54.00
    Current price $54.00
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Un-Frizz Cream 120ml

    Virtue

    A leave-in treatment creme to smooth frizz and condition hair. Keep hair sleek all day long with Virtue Un-Frizz Cream. This nourishing yet light...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Split End Serum 50ml

    Virtue

    A serum to help seal and repair split ends. Strengthen, seal and rebuild broken ends with Virtue Split End Serum. Packed full of Virtue’s exclusi...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00

    VIRTUE Recovery Conditioner 500ml

    Virtue

    A rich conditioner to repair damaged and dry hair, in a jumbo size. Hydrate, soften and renew dry, damaged and dehydrated hair with Virtue Recove...

    View full details
    Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00
  • Original price $104.00 - Original price $104.00
    Original price
    $104.00
    $104.00 - $104.00
    Current price $104.00

    VIRTUE Recovery Shampoo 500ml

    Virtue

    A sulfate-free shampoo for damaged, stressed or dehydrated hair, in a jumbo size. Cleanse, repair and nourish your hair with Virtue Recovery Sham...

    View full details
    Original price $104.00 - Original price $104.00
    Original price
    $104.00
    $104.00 - $104.00
    Current price $104.00
  • Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00

    VIRTUE Smooth Conditioner 500ml

    Virtue

    A hydrating conditioner that smooths hair and reduces frizz, in a mini size. Add hydration, softness and shine while minimising frizz with Virtue...

    View full details
    Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00
  • Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00

    VIRTUE Full Conditioner 500ml

    Virtue

    A lightweight conditioner that hydrates and thickens fine hair, in a jumbo size. Condition, thicken and revive your hair with Virtue Full Conditi...

    View full details
    Original price $124.00 - Original price $124.00
    Original price
    $124.00
    $124.00 - $124.00
    Current price $124.00
  • Original price $42.00 - Original price $42.00
    Original price
    $42.00
    $42.00 - $42.00
    Current price $42.00

    VIRTUE ColorKick De-Brassing Shampoo 240ml

    Virtue

    A gentle, sulfate-free shampoo made with all-natural colorants to tone, neutralize, and brighten all shades of color-treated and natural hair. Hai...

    View full details
    Original price $42.00 - Original price $42.00
    Original price
    $42.00
    $42.00 - $42.00
    Current price $42.00
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Curl Conditioner 200ml

    Virtue

    A moisturising conditioner that won’t weigh down curly hair. Curly hair is fabulous, if you ask us, but it’s also picky. Enter the Virtue Curl Co...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00

    VIRTUE Curl Shampoo 240ml

    Virtue

    A gentle, caring shampoo to add bounce and shine to curly hair. This one goes out to our curly-headed friends, our coily-haired honeys. The Virtu...

    View full details
    Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00
  • Original price $42.00 - Original price $42.00
    Original price
    $42.00
    $42.00 - $42.00
    Current price $42.00

    VIRTUE Refresh Purifying Shampoo 120ml

    Virtue

    A sulfate-free deep cleansing shampoo to refresh and purify hair. Deeply cleanse hair without harsh sulfates with Virtue Refresh Purifying Shampo...

    View full details
    Original price $42.00 - Original price $42.00
    Original price
    $42.00
    $42.00 - $42.00
    Current price $42.00
  • Original price $63.00 - Original price $63.00
    Original price
    $63.00
    $63.00 - $63.00
    Current price $63.00

    VIRTUE Healing Oil 50ml

    Virtue

    A multi-tasking hair oil to repair, protect and hydrate hair. Deliver lightweight shine, softness and hydration to your hair with Virtue Healing ...

    View full details
    Original price $63.00 - Original price $63.00
    Original price
    $63.00
    $63.00 - $63.00
    Current price $63.00
  • Original price $97.50 - Original price $97.50
    Original price
    $97.50
    $97.50 - $97.50
    Current price $97.50

    VIRTUE Restorative Treatment Mask 150ml

    Virtue

    A hydrating and shine-boosting mask for dry or damaged hair, in a mini size. Give dry, weak or damaged hair a potent dose of hydration and streng...

    View full details
    Original price $97.50 - Original price $97.50
    Original price
    $97.50
    $97.50 - $97.50
    Current price $97.50
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Smooth Conditioner 200ml

    Virtue

    A hydrating conditioner that smooths hair and reduces frizz. Add hydration, softness and shine while minimising frizz with Virtue Smooth Conditio...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00

    VIRTUE Smooth Shampoo 240ml

    Virtue

    A sulphate-free shampoo for frizzy, unruly hair. Cleanse, soften and add shine to curly, wavy or frizzy hair with Virtue Smooth Shampoo. This gen...

    View full details
    Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00
  • Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00

    VIRTUE Full Conditioner 200ml

    Virtue

    A lightweight conditioner that hydrates and thickens fine hair. Condition, thicken and revive your hair with Virtue Full Conditioner. This creamy...

    View full details
    Original price $60.00 - Original price $60.00
    Original price
    $60.00
    $60.00 - $60.00
    Current price $60.00
  • Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00

    VIRTUE Full Shampoo 240ml

    Virtue

    A sulfate-free shampoo that adds thickness and volume to fine hair. Cleanse, thicken and volumise fine or limp hair with Virtue Full Shampoo. This...

    View full details
    Original price $56.00 - Original price $56.00
    Original price
    $56.00
    $56.00 - $56.00
    Current price $56.00

Virtue knows the world didn’t need just another average hair care brand. So, they set out to create a biotech company to repair hair. Harnessing the transformative powers of Alpha Keratin 60ku, Virtue Labs have created a range of care, treatment, and styling products that deliver immediate results while repairing damage and smoothening the hair over time.

What is Alpha Keratin 60ku?
Making up 90% of our hair, keratin is an important protein found in the human body. Until now, keratin was sourced from plant amino acids or animal byproducts. Initially discovered by scientists developing methods of treating traumatic injuries with keratin, Alpha Keratin 60ku is a form of the protein extracted from ethically-sourced human hair.
This breakthrough ingredient is able to be utilised more effectively by the body, and is drawn to areas of the hair cuticle where it is needed most. Strand by strand, damaged hair fibres are smoothed, resurfaced and cracks are filled in, leaving hair softer, shinier, smoother and healthier than before. Virtue founder Melisse Shaban and Chief Science Advisor Dr. Luke Burnett saw the incredible reparative effects this ingredient had on damaged hair, and set out to bring Virtue to life.

What makes Virtue so different though?
Backed by Science
Virtue was created from a scientific discovery, and their products are supported by real, evidence-driven results.
Clinical testing of Virtue’s products has shown:

A 70% reduction in frizz after 4 applications
Split ends were repaired by 95% after 5 applications
Hair strands thickened by 22% after a single application
After 5 applications, colour vibrancy was increased by 138%.
Sources: AMA Labs and MRL

Guided by Values
Virtue isn’t just about the science. Virtue Labs strive to make an impactful difference above all, making hair products that aren’t just effective but that don’t compromise on values. All Virtue Labs hair products are cruelty-free and certified by Leaping Bunny.

The human hair used to extract Alpha Keratin 60ku is acquired from reputable sellers, and is always purchased at the will of sellers and never donated.
All products are free from sulfates, parabens, phthalates, synthetic colours and dyes, and are all gluten-free.