Virtue Smooth Shampoo - 8 oz

Tame unruly textures and reclaim control over your hair with the Virtue Smooth Shampoo, a high-tech cleansing treatment that acts as a powerful in-shower smoothing therapy. This luxurious, sulfate-free lather goes light-years beyond basic cleansing; it specifically targets the friction between each strand to eliminate frizz at its source. By repaving rough cuticles and sealing in moisture, this concentrated formula transforms coarse or wavy hair into a silky-smooth canvas that is noticeably easier to manage and style.

The scientific breakthrough behind this shampoo is the inclusion of Alpha Keratin 60ku®, a first-of-its-kind, bio-identical human keratin protein. Unlike traditional keratin that simply coats the hair, this intelligent protein binds directly to damaged sites, filling in cracks and repairing the hair shaft from the inside out. To further boost its smoothing efficacy, the formula is enriched with phospholipids derived from natural soybeans to fight humidity and Gotu Kola, a multitasking Indian herb that promotes strength, luster, and enduring smoothness.

Elevate your daily ritual with a restorative fragrance blend that combines bright citrus notes with soothing lavender and fresh mint essential oils. This color-safe and vegan-friendly formula is rigorously tested to ensure it remains free of parabens, phthalates, and synthetic dyes, making it as gentle as it is effective. To achieve salon-quality results, simply emulsify a quarter-sized amount in your palms with a splash of water before massaging into wet hair; you’ll reveal strands that look 97% healthier and feel remarkably hydrated.

Powered by patented Alpha Keratin 60ku®, this shampoo identifies and repairs damaged areas of the hair cuticle to smooth out texture and strengthen strands from within. This healing protein is identical to the keratin found in your hair, allowing it to refill and repave the hair shaft for a healthier look with every use.

Formulated with natural phospholipids and Gotu Kola, the shampoo creates a protective barrier against humidity while boosting hair's natural strength and shine. These restorative ingredients work together to reduce friction between strands, tackling frizz at the source for up to 72 hours.

It features a luxurious, concentrated lather that effectively cleanses without stripping essential moisture, leaving hair feeling touchably soft and exceptionally smooth. This sulfate-free formula is specifically ideal for medium-to-thick, harder-to-manage hair types that struggle with dryness or flyaways.

The scent profile provides a sensory boost with an energizing blend of fruits and citrus paired with calming lavender and mint. This restorative aroma adds a spa-like feel to your shower routine, leaving hair smelling fresh and revitalized.


This clean beauty staple is vegan, cruelty-free, and formulated without gluten, parabens, or synthetic colors, ensuring it is safe for color-treated and chemically processed hair. Clinical studies show that 97% of women felt their hair looked smoother and healthier after just one week of use.