Use the following zoom and pan buttons to control the image that follows them
Tab through the images or use the previous or next buttons to navigate each product image
In stock and ready to ship
Usually ships out in 1-2 days
Summary
Conscious Beauty at Ulta Beauty™
- Cruelty Free
- Vegan
Detangle, de-frizz, nourish, hydrate, and protect curls from humidity, heat, and environmental damage with Virtue's silicone-and sulfate-free Curl Shampoo.
Benefits
- Hydrates hair
- Hair is strengthened, nourished, and more manageable
Features
- For Hair Concerns: Brittle, dry hair with breakage
- For Hair Types:
- 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.
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.
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.
Free gift with purchase
Free gift with purchase
Online only free surprise sample pack with select purchase. Totally Free, Totally Fun! One per customer (valid thru 6/13/25 on shipped purchases only. Full or partial pickup or same day delivery purchases do not qualify. While quantities last)
We think you'll like
12 items
Use previous and next buttons to navigate the slides of the We think you'll like Product Carousel
Similar items for you
12 items
Use previous and next buttons to navigate the slides of the Similar items for you Product Carousel
Sponsored products
12 items
Use previous and next buttons to navigate the slides of the Sponsored products Product Carousel
Questions
Ask a QuestionWhat do you want to know about this product?
Reviews
Write A REVIEWReview Snapshot
by PowerReviews
Ratings Distribution
Hair Type
- 2Wavy Hair
Most Helpful Positive Review
LOVE IT
I had never heard of this company whatsoever. The only reason I tried it was because. I. Was online and I saw a video with HALLE BERRY. Talking about it in 2023 And she was saying how amazing it was and that if you don't use it. You don't know what you're missing out on. And my goodness she was righ...
Most Helpful Critical Review
Do not recommend
Purchased the shampoo and matching conditioner during the 2022 Gorgeous Hair Event. Due to their smaller size I planned on using them during local getaways so I didn't need to worry about TSA. I wish I had used them more than once or I would have returned them both. Even at 1/2 price they are too...
227 results
Just Okay For Price
Would like to get more product for this price. Did not enjoy the smell or lather. Did not notice an improvement in the moisture department. I live in the desert and need maximum moisture.
Did not work for my hair type at all
Hair Type Wavy Hair
This product did not work for my hair type at all. I have a lot of fine wavy hair. For one it made it feel like it has some kind of coating on it and secondly it seemed to make it curly at first only to turn straight shortly there after...it was strange. Did not like this at all and I am an Cosmetologist. I will say it smells good though
makes hair fall out
im actually pretty upset for trying these products because so much of my hair fell out it made it brittle. do NOT use virtue. it has too much protein dont buy into the gimmicky verbiage
Good BUT smelly
Reviewed at
I love all products. The only thing about this shampoo is the smell. It is NOT inviting at all. Also, the bottle cap is hard to open.
Won't repurchase
I finally finished the bottle, but won't repurchase because it made my (naturally wavy/curly) hair feel dry and brittle.