What it is: A rich, non-drying shampoo that gently cleanses and maintains the natural curl pattern while removing excess oils and buildup.Hair Type: Fine, Medium, and ThickHair Texture: Wavy, Curly, and CoilyHair Concerns:- Curl Enhancing- Color Safe- Oily ScalpKey Benefits: - Hydrates- Nourishes- RepairsHighlighted Ingredients:- Water-Soluble Jojoba Oil: Provides moisture and hydration to enhance shine and compatibility and detangle.- Vegetable-Derived Polymer: Facilitates curl formation and definition.- Specialty Rice Protein and Extract with Sunflower Seed Oil: Provides solar protection from the drying and damaging effects of UV rays.-Alpha Keratin 60ku®: a healing protein that’s identical to the keratin that makes up 90% of our hair. It repaves and refills keratin, repairing damaged hair with each use.Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging.What Else You Need to Know: Alpha Keratin 60ku® works with specially chosen hydratorsand curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage. This premium curl line is free of synthetic colorants.Fragrance Description: A luxurious blend of juicy kumquat, grapefruit, and pepperygreens wrapped in warm driftwood notes keeps curls springy, shiny, and full of life.Clinical Results: In a consumer-perception study of 50 women who used the Curl Shampoo and Curl Conditioner, after 2 weeks:- 94% of participants said their curls were bouncier- 92% of participants said their hair was softer, shinier, and cleaner-looking between washes- 80% of participants saw more hydrated, well-defined, bouncier curls after just 1 useIn a consumer-perception study of 53 women who used the Curl Shampoo, Curl Conditioner, and Curl-Defining Whip, after 2 weeks:- 96% of participants saw healthier and easier-to-style hair
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Within 30 days of delivery
What it is: A rich, non-drying shampoo that gently cleanses and maintains the natural curl pattern while removing excess oils and buildup.Hair Type: Fine, Medium, and ThickHair Texture: Wavy, Curly, and CoilyHair Concerns:- Curl Enhancing- Color Safe- Oily ScalpKey Benefits: - Hydrates- Nourishes- RepairsHighlighted Ingredients:- Water-Soluble Jojoba Oil: Provides moisture and hydration to enhance shine and compatibility and detangle.- Vegetable-Derived Polymer: Facilitates curl formation and definition.- Specialty Rice Protein and Extract with Sunflower Seed Oil: Provides solar protection from the drying and damaging effects of UV rays.-Alpha Keratin 60ku®: a healing protein that’s identical to the keratin that makes up 90% of our hair. It repaves and refills keratin, repairing damaged hair with each use.Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, triclosan, and contains less than one percent synthetic fragrance. It is also vegan, gluten-free, cruelty-free, and comes in recyclable packaging.What Else You Need to Know: Alpha Keratin 60ku® works with specially chosen hydratorsand curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage. This premium curl line is free of synthetic colorants.Fragrance Description: A luxurious blend of juicy kumquat, grapefruit, and pepperygreens wrapped in warm driftwood notes keeps curls springy, shiny, and full of life.Clinical Results: In a consumer-perception study of 50 women who used the Curl Shampoo and Curl Conditioner, after 2 weeks:- 94% of participants said their curls were bouncier- 92% of participants said their hair was softer, shinier, and cleaner-looking between washes- 80% of participants saw more hydrated, well-defined, bouncier curls after just 1 useIn a consumer-perception study of 53 women who used the Curl Shampoo, Curl Conditioner, and Curl-Defining Whip, after 2 weeks:- 96% of participants saw healthier and easier-to-style hair
SKU
2-P468717
Brand
Virtue
Category
beauty / hair-care / shampoo
Variants
1
Customer reviews
5.0
verified purchase
Great Brand And Product
The Virtue Curl Shampoo was a product I was super excited to receive. I’ve tried one other product from this brand (Hydrating Healing Hair Oil) and *LOVED* it! This shampoo is great for anyone with curly/wavy hair. I have natural non color treated hair that goes past the middle of my back. My ends are dry/damaged and this shampoo really helps strengthen and hydrate my hair. This shampoo left my hair soft, defined, and shiny. I enjoyed the scent - it smells clean but it’s not overpowering. I would definitely recommend this shampoo to any of the girlies out there with curls!
12/8/2024
5.0
verified purchase
I'm loving this shampoo! I've been using in combination with the conditioner and my hair feels so soft and hydrated and much less frizzy. It also doesn't weigh my hair down or leave it looking greasy like some products do. Would recommend!
12/6/2024
5.0
verified purchase
Made waves wavey-er
I have slightly wavy hair, but occasionally I like more of those waves to come out, so I was really excited to try this shampoo and conditioner. After using both, I definitely noticed a difference in the amount of waves in my hair. I love that I can just switch up products and achieve the kind of natural waves with this.
12/4/2024
5.0
verified purchase
This shampoo is really hydrating. I love it for kinky/coily hair. I hesitated at first because I was tired of brands claiming what they don’t deliver. I promise you won’t regret buying one. Highly recommend
5/13/2025
5.0
verified purchase
Amazing
This shampoo has giving me really great results. I love the bottle where the shampoo is stored. It’s really cute and the color gives it a very good worth it look I highly recommend it to anyone that wants to have a cute and shiny hair that it’s curly headed
4/29/2025
4.0
verified purchase
The shampoo is very lightweight and great for my kiddos curly hair. It doesn't dry ends out and has done a great job keeping nice curl patterns. It suds nicely and doesn't have too harsh of a fragrance. I like the easy to dispense bottle
12/16/2024
5.0
verified purchase
This is my first experience with the brand and I very happy with it. The shampoo leaves my hair feeling super soft yet clean at the same time. After using it in combo with the conditioner, my curls look so much more defined and last longer without getting frizzy.
12/15/2024
5.0
verified purchase
Great product
I am fascinated with this shampoo, it helps my hair a lot to keep it hydrated, super clean, it has a delicious aroma, it feels softer, really my favorite in my bath routine, highly recommended. I love it.
12/9/2024
5.0
verified purchase
must have
This girl shampoo is amazing because it smells OK but leaves your hair feeling clean and my curls are looking so good. I really recommend this for curly hair. It will leave. You smelling good all day long with the shampoo.
12/7/2024
5.0
verified purchase
nice
My daughter really loves this shampoo and she's very picky. She has long curly hair and she hates when it's frizzy. This shampoo lathers up really nice and leaves her hair frizz free. It smells good and comes in a cute bottle too!
