What it is: A smoothing shampoo that works to both cleanse and calm unruly hair.
Hair Type: Fine, Medium, and Thick
Hair Texture: Wavy and Curly
Hair Concerns:
- Frizz
- Straightening/Smoothing
- Damage/Split Ends/Breakage
Key Benefits: Defrizzes, Hydrates, and Smooths
Formulation: Rich Liquid
Highlighted Ingredients:
- Pink Pomelo: A nutrient-rich citrus fruit full of vitamin A, C, and B1 and zinc that gives hair a shot of vitality.
- Phospholipids: Help fight frizz and protect against humidity.
- Gotu Kola: A multitasking Indian herb that promotes strength, smoothness, and luster.
-Alpha Keratin 60ku®: a healing protein that’s identical to the keratin that makes up 90% of our hair. It repaves and refills keratin, repairing damaged hair with each use.
Ingredient Callouts: Free of sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban, and contains less than one percent of synthetic fragrances. This product is also vegan, cruelty-free, and gluten-free, and comes in recyclable packaging.
What Else You Need to Know: Formulated with a first-of-its-kind Alpha Keratin 60ku® protein, Virtue Smooth Shampoo acts as a powerful in-shower, daily smoothing treatment for hair. It re-paves rough cuticles and reduces friction between each strand, tackling frizz at the source. It features a restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils.
Clinical Results: In a consumer perception study of 45 women who used Smooth Shampoo and Conditioner for 2 weeks, after 10 uses:
- 97% of women said their hair looked smoother
- 97% of women said their hair looked healthier
- 80% of women felt their hair looked smoother and more hydrated
