Individual Product Descriptions:
– Virtue® Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and build-up to maintain the natural curl pattern. It protects against humidity, heat, and environmental damage while mending and prepping hair for manageable, frizz-free styles.
– Virtue® Curl Conditioner weightlessly detangles, de-frizzes, nourishes, and hydrates without weighing down curls. It repairs cuticle damage, rejuvenates elasticity, and protects against humidity, heat, and environmental damage for soft, silky, and strong curls.
– Virtue® Curl Leave-In Butter is a healing, leave-in cream rich in reparative proteins and concentrated moisture to infuse hair with hydration, neutralize frizz, and guard from heat and humidity. Simultaneously, Alpha Keratin 60ku® repairs cracks and splits to protect against breakage, leaving curls stronger, softer, and full of shine.

What Makes it Different:
Alpha Keratin 60ku® works with specially chosen hydrators and curl-optimising polymers to facilitate natural curl patterns while repairing brittle hair that’s more prone to breakage. Virtue® Curl is the only premium curl line free of the Big Six chemicals––parabens, phthalates, silicones, sulfates, formaldehyde donors, and synthetic colorants.

Product Aesthetics:
– A luxurious, creamy lathering shampoo that maintains hair’s natural hydration.
– A rich, hydrating, and creamy conditioner that locks in moisture.
– A buttery rich leave-in cream that melts into hair without weighing it down.

Fragrance:
A luxurious blend of juicy kumquat, grapefruit, and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny, and full of life.

Ideal For:
– A broad range of soft waves to highly textured curl patterns.
– Safe for colour-treated and chemically treated hair.

Key Ingredients:

Shampoo/Conditioner:
– Water-Soluble Jojoba Oil: Provides moisture and hydration to enhance shine, compatibility, and detangling.
– Speciality Carob Gum (Ceratonia Siliqua): Forms a sheer film to lock in moisture.
– Vegetable-Derived Polymer (from Lond Bean): Facilitates curl formation and definition.
– Speciality Rice Protein & Extract with Sunflower Seed Oil: Provide solar protection from the drying and damaging effects of UV rays.

Curl Leave-In Butter:
– Shea Butter, Jojoba Esters & Olive-Derived Esters: A combo that softens curls and provides lightweight hydration that enhances natural curl formation without weighing down curls.
– Selaginella Lepidophylla Extract (“Resurrection Plant” or “Rose of Jericho”): A speciality botanical plant active that attracts moisture to parched curls and protects from moisture loss while leaving strands with a healthy shine.
– Multi-faceted UV/Solar Protection Complex: An anti-pollution active that provides colour and heat protection.

The VIRTUE Curl Discovery Kit includes:
– Virtue® Curl Shampoo 60ml
– Virtue® Curl Conditioner 60ml
– Virtue® Curl Leave-In Butter 15ml

Directions

Shampoo: Wet hair thoroughly, work a quarter-size amount of shampoo into palms, and emulsify with water, working into a lather before applying. Massage shampoo into hair and scalp to form a rich lather. Rinse and repeat if necessary. For best results follow with Virtue® Curl Conditioner.

Conditioner: Apply a generous amount of conditioner between palms and massage into hair, starting from the ends and working your way up toward the root. Distribute conditioner through hair using a wide-tooth comb. Leave on for 2–3 minutes. Rinse thoroughly.

Leave-In Butter: Work a generous amount of product into wet or damp hair from root to ends. do not rinse. Reapply as needed.

TIPS: Curly hair naturally tends to be on the dry side, so shampooing just 1–2 times a week is recommended. (For medium to thicker hair textures, shampoo once a week. For finer textures, shampoo twice a week.) For extremely dry hair, shampoo only once a week. Use Curl Conditioner in between shampoos for a curl refresh.

“Curl Shampoo is a lightweight yet nourishing formula that hydrates and gently cleanses curls, while Curl Conditioner is nourishing and moisture-rich, making hair smooth and soft, yet bouncy and lightweight. Hair is left hydrated –– never oily or flat.” – Rena Calhoun, Stylist and Virtue® Ambassador.

Ingredients

CURL SHAMPOO: Aqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Lauryl Glucoside, Polyglyceryl-3 Laurate, Isoamyl Laurate, Acrylates Copolymer, Coconut Acid, Ethylhexylglycerin, Keratin, Panthenol, Asiaticoside, Quercus Petraea Fruit Extract, Salvia Hispanica Seed Extract, Hydrolyzed Quinoa, Hydrolyzed Adansonia Digitata Seed Extract, Xylitol, Salvia Sclarea (Clary) Extract, Gluconolactone, Camellia Sinensis Leaf Extract, Trehalose, Oryza Sativa (Rice) Seed Protein, Citrus Paradisi (Grapefruit) Fruit Extract, Galactoarabinan, Phytic Acid, Oryza Sativa (Rice) Bran Extract, Linum Usitatissimum (Linseed) Seed Extract, Sodium Dilauramidoglutamide Lysine, Helianthus Annuus (Sunflower) Seed Oil, Maltodextrin, Madecassoside, Tocopherol, Sodium Phytate, Rosmarinus Officinalis (Rosemary) Leaf Extract, Oryza Sativa (Rice) Extract, Butylene Glycol, Sodium Phosphate, Ethyl Linoleate, Caesalpinia Spinosa Fruit Extract, Ethyl Oleate, Ceratonia Siliqua Gum, Sorbitan Oleate, Polyquaternium-37, Helianthus Annuus (Sunflower) Sprout Extract, Caprylyl/Capryl Glucoside, Caprylyl Glycol, Caprylic Acid, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Calcium Gluconate, Parfum (Fragrance), Glycol Distearate, Propanediol, Jojoba Oil Glycereth-8 Esters, Disteareth-75 IPDI, Sodium Isethionate, Guar Hydroxypropyltrimonium Chloride, Glycerin, Hydroxypropyl Methylcellulose Stearoxy Ether, Trisodium Ethylenediamine Disuccinate, Stearic Acid, Polysorbate 80, Phenoxyethanol, Sodium Benzoate, Benzyl Alcohol, Chlorphenesin, Potassium Sorbate, Potassium Hydroxide, Citric Acid, Alcohol, Limonene, Linalool.
CURL CONDITIONER: Aqua (Water, Eau), Cetearyl Alcohol, Brassicamidopropyl Dimethylamine, Heptyl Undecylenate, Cetyl Esters, Cetyl Alcohol, Behentrimonium Chloride, Undecane, Isododecane, Hydrogenated Ethylhexyl Olivate, PEG-100 Stearate, Glyceryl Stearate, Keratin, Quercus Petraea Fruit Extract, Citrus Paradisi (Grapefruit) Fruit Extract, Asiaticoside, Passiflora Edulis Seed Oil, Oryza Sativa (Rice) Bran Oil, Hydrolyzed Verbascum Thapsus Flower, Euterpe Oleracea Fruit Oil, Oryza Sativa (Rice) Bran Extract, Simmondsia Chinensis (Jojoba) Seed Oil, Astrocaryum Vulgare Kernel Oil, Tocopherol, Madecassoside, Hydrolyzed Adansonia Digitata Seed Extract, Salvia Sclarea (Clary) Extract, Phytic Acid, Oryza Sativa (Rice) Seed Protein, Panthenol, Helianthus Annuus (Sunflower) Seed Oil, Jojoba Esters, Parfum (Fragrance), Glycerin, Ethylhexylglycerin, Oryza Sativa (Rice) Extract, Hydrogenated Olive Oil Unsaponifiables, Rosmarinus Officinalis (Rosemary) Leaf Extract, Hydrolyzed Vegetable Protein, Hydrolyzed Quinoa, Ceratonia Siliqua (Carob) Gum, Helianthus Annuus (Sunflower) Seed Wax, Hydrolyzed Linseed Extract, Calcium Gluconate, Caprylyl Glycol, Butylene Glycol, Sodium Dilauramidoglutamide Lysine, Propanediol, Tridecane, Polysorbate 60, Hydroxyethylcellulose, Polysorbate 20, Polyglycerin-3, Tetrasodium Glutamate Diacetate, Disodium Phosphate, Sodium Phosphate, Phenoxyethanol, Benzyl Alcohol, Chlorphenesin, Sorbic Acid, Benzoic Acid, Potassium Sorbate, Citric Acid, Alcohol, Sodium Hydroxide, Sodium Benzoate, Gluconolactone, Limonene.
CURL LEAVE-IN BUTTER: Aqua (Water, Eau), Cetearyl Alcohol, Propanediol, Behenyl Alcohol, Cetyl Alcohol, Hydrogenated Castor Oil/Sebacic Acid Copolymer, Butyrospermum Parkii (Shea) Butter, Heptyl Undecylenate, Cetyl Esters, Brassica Alcohol, Jojoba Esters, Linum Usitatissimum (Linseed) Seed Extract, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Ethylhexylglycerin, Glyceryl Stearate, Keratin, Panthenol, Tocopherol, Oryza Sativa (Rice) Bran Extract, Selaginella Lepidophylla Extract, Helianthus Annuus (Sunflower) Seed Wax, Hydrolyzed Adansonia Digitata Seed Extract, Quercus Petraea Fruit Extract, Oryza Sativa (Rice) Seed Protein, Rosmarinus Officinalis (Rosemary) Leaf Extract, Camellia Sinensis Leaf Extract, Asiaticoside, Citrus Paradisi (Grapefruit) Fruit Extract, Salvia Hispanica Seed Extract, Madecassoside, Helianthus Annuus (Sunflower) Sprout Extract, Oryza Sativa (Rice) Extract, Caesalpinia Spinosa Fruit Extract, Helianthus Annuus (Sunflower) Extract, Carrageenan, Gluconolactone, Hydrogenated Ethylhexyl Olivate, Xylitol, Hydrogenated Olive Oil Unsaponifiables, Trehalose, Glycerin, Sodium Phytate, Sorbitan Isostearate, Caprylyl/Capryl Glucoside, Ethyl Linoleate, Polysorbate 80, Polyglycerin-3, Sodium Dilauramidoglutamide Lysine, Ethyl Oleate, Sorbitan Oleate, Polyquaternium-37, Sodium Phosphate, Galactoarabinan, Caprylic Acid, Calcium Gluconate, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Parfum (Fragrance), Brassicyl Valinate Esylate, Caprylyl Glycol, Cetyl Hydroxyethylcellulose, Maltodextrin, Lactobacillus Ferment, Phytic Acid, Phenoxyethanol, Chlorphenesin, Sodium Benzoate, Potassium Sorbate, Potassium Hydroxide, Alcohol, Citric Acid, Benzyl Alcohol, Citral, Citronellol, Limonene, Geraniol, Linalool, Alpha-Isomethyl Ionone.