VIRTUE Full Shampoo 240ml
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£38.00
Or 4 interest free payments of £9.50 with clearpay
After spending decades in the beauty industry, Virtue’s founders thought nothing could surprise them – until they found Alpha Keratin 60ku, a transformative protein that’s identical to the keratin in your own hair, meaning it binds directly to areas of damage and fills them (without weighing strands down). Thanks to this, Full Shampoo rebuilds damaged hair with each use, while also dissolving excess oil, lifting the root and plumping each strand for weightless, long-lasting body – it’s perfect for fine, flat hair that won’t hold. Available in a sized-to-try bottle (60ml), the original (240ml) and now a bigger-than-ever bottle (500ml), make space in your shower for this strand staple.
Fancy a shampoo that rebuilds damage with every use? Us too! Enter, Virtue’s Full Shampoo, a game-changing way to cleanse and care for your (increasingly) magnificent mane.
A true innovation in hair care, Virtue’s advanced formulations are enriched with Alpha Keratin 60ku, a whole, human keratin born from regenerative medicine. Since it is identical to the keratin in your hair, the protein is instantly recognised, binding directly to areas of damage and filling them – not just coating strands or weighing them down. This Full Shampoo also creates enviable volume, dissolving excess oil, lifting the root and plumping each strand for weightless, long-lasting body. Alongside the advanced keratin, the formula is enriched with pink pomelo (rich in vitamins A, C, B1 and zinc), moisture and shine-boosting hydrolysed quinoa and biotin, a hard-working form of vitamin B known for boosting strength and shine. Ideal for fine, flat hair that won’t hold, this luscious shampoo is scented with a revitalising citrus blend of flowers and greens, including stimulating spearmint leaf oil and bright lemon essential oil. What's more, after one week of using the shampoo and conditioner in a clinical trial, 87% of users reported that their hair had more body, while 84% found their hair felt thicker!
Aqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Cocamidopropyl Betaine, Glycerin, Sodium Methyl Cocoyl Taurate, Cocamide MIPA, Alpha Keratin, Panthenol, Centella Asiatica Meristem Cell Culture, Hydrolyzed Adansonia Digitata Seed Oil, Palmitamidopropyltrimonium Chloride, Coconut Acid, PEG-200 Hydrogenated Glyceryl Palmate, Sodium Chloride, Guar Hydroxypropyltrimonium Chloride, Polyquaternium-7, PEG-7 Glyceryl Cocoate, Ethylhexylglycerin, Sodium Dilauramidoglutamide Lysine,Xanthan Gum, Parfum (Fragrance), Propanediol, Phenoxyethanol, Chlorphenesin, Disodium EDTA, Citric Acid, Sodium Benzoate, Benzyl Alcohol, Potassium Sorbate, Sodium Hydroxide
For the latest information, it is recommended to review the ingredient list printed on the packaging of the product prior to usage or consumption.
Work a small amount between palms, apply to wet hair, from mid-shaft to ends; leave in for 1-3 minutes before rinsing thoroughly. For best results, pair with your favourite Virtue Conditioner.
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Top Customer Reviews
Thanks for sharing your thoughts! Please remember that results will vary from person to person. We're proud to say that all customer reviews are independent, authentic and do not represent the views of Cult Beauty or The Hut Group.
A great shampoo for dry hair
Decided to give the Virtue a shot after being fairly loyal to Oribe, but not seeing the sort of results I'd want. I have to say, I am glad I did. While maybe not as luxe as the Oribe, the results are on par or better. My hair is sleek and shiny and feels healthy. I've been using it for the last month and am very impressed. Highly recommend if like me you often worry you are going to cosplay as the strawman.
by Courtney Verified Purchase
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Fancied a change
I am a Philip Kingsley body builder through and through and decided to try something new. This shampoo is great. Lathers up really well, smells great and gives my hair a noticeable lift! Really happy with the mix up to my hair routine and will be buying again!
by Seema Verified Purchase
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Really lovely
Haven’t received this in full size yet,but could write a review already as used travel size.Bought travel size first as didn’t want to waste money and this is expensive for shampoo and conditioner.It has made my curls really bounce and shine,they seem to have so much more body
by sarah Verified Purchase
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One of my absolute favourite regimes
Virtue has fast become my go to haircare brand especially for shampoo and conditioner - I cycle through the Full range and the Recovery range to give me optimal results. The product always feels nourishing and luxurious but never weighs down my hair or leaves any kind of residue, which has often happened with other rich hair products in the past on my very fine hair. I definitely notice a thicker texture to my hair when I use the full range and also find my hair lasts longer between washes without looking greasy since I have been using Virtue.
by Fran - Cult Beauty Staff Verified Purchase
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