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Summary
Conscious Beauty at Ulta Beauty™
- Vegan
- Cruelty Free
Whisk away the impurities that can weigh down hair and make it lifeless with Virtue's deeply cleansing Purifying Shampoo.
Benefits
- Detoxifies hair
- Refreshed and Shinier hair
Features
- Hair Concerns: Oiliness, impurities, toxins, product build-up
- For Hair Types:
- STRAIGHT - Fine/Medium/Thick
- WAVY - Fine/Medium/Thick
- CURLY - Fine/Medium/Thick
- COILS - Fine/Medium/Thick
- COARSE
Key Ingredients
- All Virtue products contain Alpha Keratin 60ku, a healing protein that's identical to the keratin that makes up 90% of hair. It repaves and refills keratin, repairing damaged hair with each use.
Using a quarter-size amount of shampoo, add a splash of water and work into a lather between palms. Apply to wet hair, massage into scalp and throughout the length of hair, and rinse well. Follow with conditioner. Use once weekly, or more if needed, to remove residue, product build-up, and impurities.
Aqua (Water, Eau), Sodium Lauroyl Methyl Isethionate, Sodium Cocoyl Isethionate, Cocamidopropyl Betaine, PEG-40 Hydrogenated Castor Oil, Cocamide MIPA, Keratin, Glycerin, Charcoal Powder, Panthenol, Humulus Lupulus (Hops) Extract, Cocamidopropylamine Oxide, Undeceth-11, Butyloctanol, Undeceth-5, Sodium Methyl Isethionate, Coconut Acid, Parfum (Fragrance), Lauric Acid, Sodium Isethionate, PEG-150 Distearate, Hydroxyacetophenone, PPG-26-Buteth-26, Zinc Laurate, Sodium Laurate, Ethylhexylglycerin, PEG-150 Stearate, Hydroxypropyl Guar Hydroxypropyltrimonium Chloride, Polyquaternium-7, Stearic Acid, PEG-150, Sodium Dilauramidoglutamide Lysine, Phenoxyethanol, Disodium EDTA, Citric Acid, Hydrogen Peroxide, Sodium Benzoate, Silicone Quaternium-16, Sodium Chloride, Potassium Sorbate, Cinnamal, Citral, Geraniol, Hexyl Cinnamal, Limonene, Linalool.
Free gift with purchase
Free gift with purchase
Online Only Free Free Damage Reverse Serum deluxe sample with $40 Virtue purchase (valid thru 3/29/25 or while quantities last)
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Questions
Ask a QuestionQ&A
Showing 3 out of 3 Questions
- Q
Why does this have hydrogen peroxide in it?
- Asked by Shell
- Official Answer By Virtue - Brand EngageHi, there is a very small amount of it as a ph balancer. It is overall a very gentle, deep cleansing wash. The prominent surfactants are charcoal powder, hops extract, and coconut fatty acid blend.Was this answer helpful to you
- Q
Will this help with dandruff? Also can you use this everyday?
- Asked by Customer
- Official Answer By Virtue - Brand EngageHi, Yes, you can use this daily. It's designed to gently detoxify the hair and scalp. This formula is non-medicated and we cannot make medical claims. This will however, help to balance oil production and deeply cleanse the scalp to assist in maintaining a healthy/balanced scalp.Was this answer helpful to you
- Q
Is this ok for color treated hair
- Asked by Melissa
- Official Answer By Virtue - Brand EngageYes, all Virtue products are color-safe. This is a great way to deep clean your scalp without stripping your hair or color.Was this answer helpful to you
Reviews
Write A REVIEWReview Snapshot
by PowerReviews
Ratings Distribution
Hair Type
- 1Straight Hair
- 1Wavy Hair
Most Helpful Positive Review
I love this shampoo regardless of price…
I rarely would spend full price on a product, what with so many sales and beauty steals. However, although I purchased this as an Ulta beauty steal, I would buy it again. I have fine, wavy color-treated hair, and after a week of using products my hair starts getting "fuzzy" and feels so dry. Then...
Most Helpful Critical Review
super drying and ruined my hair texture
Literally the most garbage shampoo I have ever used. I bought it hoping to replace using ACV as a clarifier, but it's incredibly expensive for the tiny amount and is super drying. All of a sudden my (low maintenance) wavy hair is pin straight and the texture is way off and just gross. The point bein...
77 results
protein overload! hair fell out
i think the good reviews of these products are suspiciois. they ruined my hair! so much hair fell out. stripped my color as well. my hair will now take weeks or months to recover. BEWARE of the gimmicky plant keratin claim. these products are TERRIBLE
Great product
Reviewed at
This is the third time I've re purchased this. It's the only product that gives me a clean scalp without stripping my hair. Seems toeven be safe on my keratin treated hair.
Pure and Powerful!
Reviewed at
I just used this shampoo today and really love it! I have fine blonde hair and after shampooing, my hair felt very clean. It also seemed that my hair had more body! I will purchase it again for sure!
Did not work for my hair
Hair Type Straight Hair
Hair felt heavy and limp after using it - did not feel the clarifying effect. Will not be repurchasing it.
Just Okay
Reviewed at
I dont think this product cleans my hair that well. It says to use a small amount but to feel clean I find myself having to use quite a lot of product. This bottle wont last me long. I would not repurchase.
