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Treat your hair right with one of Virtue’s gently yet highly effective shampoos. Free from harsh sulfates, parabens, and phthalates, all Virtue shampoos are colour-safe and safe for use on chemically-treated hair.

Virtue Shampoos harness the power of Alpha Keratin 60ku, a whole protein derived from ethically-sourced human hair. This breakthrough ingredient is easily recognised by the body and drawn to damaged areas of the hair. Strand by strand, damaged hair fibres are smoothed, resurfaced and cracks are filled in, leaving hair softer, shinier, smoother and healthier than before.


Which Virtue Shampoo is right for me?

  • I have damaged, dry or weak hair
    Try Virtue Recovery Shampoo. Available in a standard, mini and pro size, this shampoo gently cleanses hair of product build-up, dirt, oil and other impurities, while repairing damaged areas.
    Suitable for all hair types, this shampoo is especially effective on hair damaged by heat styling and chemical treatments. Dry, dehydrated and weak hair will be hydrated, nourished, repaired and strengthened, and the sulfate-free formula is gentle enough for coloured and chemically-treated hair.

  • I have fine, flat or limp hair
    Virtue Full Shampoo will be your hair’s new best friend. This gentle shampoo cleanses the hair and scalp while thickening and volumising strands for weightless, long-lasting body.
    Lightweight yet effective, this shampoo is infused with Alpha Keratin 60ku to help repair and strengthen hair over time. Three sizes available: standard, mini and large.

  • I have frizz-prone hair
    Frizzy, curly or wavy hair will love Virtue Smooth Shampoo. Available in a standard, mini and pro size, this luxurious formula gently cleanses the hair and scalp while leaving a smooth, soft finish. Rough cuticles are re-paved and friction between hair strands is reduced, so that frizz is tackled at the source.

  • I need a deep cleanse
    Try Virtue Refresh Purifying Shampoo. Ideal for weekly use, this sulphate-free shampoo will deeply cleanse the scalp of product buildup and oil, leaving hair fresh and clean but never dried out or stripped. 


All Virtue Shampoos are safe for colour- and chemically-treated hair, and contain no sulfates, parabens, phthalates, synthetic colours or dyes, or gluten.

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Recent reviews on Shampoo products

VIRTUE Recovery Shampoo 240ml
VIRTUE Recovery Shampoo 240ml

Beautiful but a bit a little over-priced

I really enjoyed this shampoo. It smells incredible (vanilla/caramel scent) and does lather really well so a little does go a long way. My hair did feel a lot stronger and healthier after using both the shampoo and conditioner but I'm not sure the results really justify the price. I wasn't wowed by it but still nice if you feel like treating yourself a little.
VIRTUE Recovery Discovery Kit
VIRTUE Recovery Discovery Kit

Condition of deliver

This review is not on the product but rather how I received it. I a product from this band as a gift, however I can't use it as a gift since during the delivery process the box was crushed and ripped. very upset with adore beauty choice of delivery partners, Couriers Please, get a zero from me. Very disappointed.