WHAT IT IS:
Virtue Curl Shampoo is a rich, non-drying formula that gently cleanses while removing excess oils and buildup to maintain the natural curl pattern.
WHAT IT'S FOR:
- A broad range of soft waves to highly textured curl patterns.
- Safe for color-treated and chemically treated hair.
WHAT IT DOES:
The luxurious, creamy lathering shampoo maintains hair's natural hydration. It protects against humidity, heat and environmental damage while mending and prepping hair for manageable, frizz-free styles. Alpha Keratin 60ku works with specially chosen hydrators and curl-optimizing polymers to facilitate natural curl patterns while repairing brittle hair that's more prone to breakage. Virtue Curl is also the only premium curl line free of parabens, phthalates, silicones, sulfates, formaldehyde donors and synthetic colorants. The fragrance is a luxurious blend of juicy kumquat, grapefruit and peppery greens wrapped in warm driftwood notes to keep curls springy, shiny and full of life.
KEY INGREDIENTS:
- Water-soluble jojoba oil provides moisture and hydration to enhance shine, compatibility and detangling.
- Specialty carob gum (Ceratonia siliqua) forms a sheer film to lock in moisture.
- Vegetable-derived polymer (from lond bean) facilitates curl formation and definition.
- Specialty rice protein and extract with sunflower seed oil provide solar protection from the drying and damaging effects of UV rays.
FREE OF...
Parabens, phthalates, silicones, sulfates, formaldehyde donors and synthetic colorants
HOW TO USE IT:
- Wet hair thoroughly, work a quarter-size amount of shampoo into palms and emulsify with water, working it 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.
- 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.
CLINICAL RESULTS:
- 8 out of 10 women saw smoother, more hydrated, well-defined and bouncy curls after just one use.*
- 94% of women said their curls were bouncier after 1 week.*
- 96% of women said their hair was healthier and easier to style after 1 week.**
- After 2 weeks, 92% of women said hair was softer, shinier and cleaner-looking between washes.*
*Consumer perception study of 50 women who used Curl Shampoo and Curl Conditioner for 2 weeks.
**Consumer perception study of 53 women who used Curl Shampoo, Curl Conditioner and Curl-Defining Whip for 2 weeks.
Pair with Virtue Curl Conditioner for best results
This product is part of
BEAUTYSPACE
, a luxe beauty boutique filled with cult favorites and innovative must-haves.
Items sold separately.
Web ID: 4844497
