VIRTUE Full Shampoo 240ml
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£38.00
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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.
I think I like it
Not 100% sure on this yet. I like the scent but not sure it has made my hair look or feel any thicker.
by L Verified Purchase
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Great shampoo for fine hair
I bought the shampoo & conditioner to try whilst they were on offer. I haven’t tried the Virtue products previously but needed a change when my the shampoo & conditioner I was using was weighing down my fine hair. This is expensive but it is totally worth it. My hair felt thicker & healthier after using this & had so much volume! I’d recommend this for anyone with fine or thinning hair.
by Jess Verified Purchase
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Lovely shampoo
Provides a nice extra oomph to hair without being drying. Lathers well and smells divine.
by Nicola Verified Purchase
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Love it
I am use for my curly hair shampoo and conditioner. I love it
by Rahma Verified Purchase
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Great for adding body
I love this shampoo and it’s now my go to option! Smells great and really adds volume to my fine limp hair!
by Seema Verified Purchase
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Shampoo
I really like this shampoo, adds volume without weighing it down. Hair feels thicker. Shame it’s so expensive would only buy when on offer.
by Natalie Verified Purchase
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Great shampoo for thinning hair
I got a travel size of this shampoo in an edit box and had to repurchase full size! Smells lovely and leaves hair soft and silky!
by Shan Verified Purchase
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Shampoo
I really like this shampoo, bought in the sale to try. It makes my hair more fuller and stronger without weighing it down. Wish it was a bit cheaper full price.
by Natalie Verified Purchase
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Leaves hair so soft
I’m loving this shampoo so far, leaves my hair feeling soft, shiny and very clean. Will definitely repurchase.
by Kate Verified Purchase
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Smells divine!
Hair feels thicker and healthier since I started using this. Second purchase!
by Shan Verified Purchase
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