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Virtue Full Sulfate Free Volumizing Shampoo Thickens Hair, Safe for All Hair Types, Color Safe

4.3 out of 5 stars 1,513 ratings
VIRTUE
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Purchase options and add-ons

Brand VIRTUE
Item Form Liquid
Hair Type Fine
Scent Citrus,Floral,Lemon
Age Range (Description) Adult

Description

Virtue Full Shampoo works to add volume while it cleanses. It dissolves excess oil, lifts the roots, and plumps each strand for weightless, long-lasting body.

Benefits

For all hair types looking for a boost in volume or density in strands.

Suggested use

Work a quarter size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather.
Complete the regimen
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Virtue Full Sulfate Free Volumizing Shampoo Thickens Hair, Safe for All Hair Types, Color Safe
This item: Virtue Full Sulfate Free Volumizing Shampoo Thickens Hair, Safe for All Hair Types, Color Safe
$42.00 ($5.25/fluid ounce)
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Virtue Recovery Sulfate Free Shampoo with Keratin and Baobab Seed Oil for Damaged Hair, Color Safe
$27.30 ($3.41/fluid ounce)
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VIRTUE Flourish Sulfate Free Shampoo for Thinning Hair, Volumizing Hair Growth Product, Detoxifies and Repairs, Color Safe
$44.00 ($5.50/fluid ounce)
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  5. Sustainability features

    This product has sustainability features recognized by trusted certifications.
    Safer chemicals
    Made with chemicals safer for human health and the environment.
    As certified by
    Cradle to Cradle Certified

    Cradle to Cradle Certified

    Cradle to Cradle Certified is the world's most comprehensive standard for safe, circular and responsible products. Certified products meet science-based requirements that have positive benefits including health and wellbeing, material reuse, emissions reductions, water quality, and fair and safe labor practices. The Cradle to Cradle Certified Product Standard is set by the Cradle to Cradle Products Innovation Institute, a global non-profit dedicated to powering innovation for a prosperous economy.
    Certification Level
    SILVER ACHIEVEMENT LEVEL

    Climate Pledge Friendly

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  6. Sustainability features

    This product has sustainability features recognized by trusted certifications.
    Manufacturing practices
    Manufactured using processes that reduce the risk of negative environmental impact.
    As certified by
    Cradle to Cradle Certified

    Cradle to Cradle Certified

    Cradle to Cradle Certified is the world's most comprehensive standard for safe, circular and responsible products. Certified products meet science-based requirements that have positive benefits including health and wellbeing, material reuse, emissions reductions, water quality, and fair and safe labor practices. The Cradle to Cradle Certified Product Standard is set by the Cradle to Cradle Products Innovation Institute, a global non-profit dedicated to powering innovation for a prosperous economy.
    Certification Level
    SILVER ACHIEVEMENT LEVEL

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Product Description

virtue
alpha keratin
frizz
The video showcases the product in use.The video guides you through product setup.The video compares multiple products.The video shows the product being unpacked.
Full Shampoo
The video showcases the product in use.The video guides you through product setup.The video compares multiple products.The video shows the product being unpacked.

Other Great Virtue Products

Full Shampoo

Recovery Shampoo

Flourish Shampoo

Curl Shampoo

Smooth Shampoo

De-Brassing Shampoo

Customer Reviews
4.3 out of 5 stars 1,513
4.4 out of 5 stars 1,265
4.3 out of 5 stars 711
4.3 out of 5 stars 140
4.5 out of 5 stars 677
4.4 out of 5 stars 64
Price
$42.00 $27.30 $44.00 $42.00 $42.00 $44.00
Hair Type Focus
Fine or Flat Hair Heat Damaged or Colored Hair Thinning Hair Broad Range of Curl Patterns Frizz Prone or Wavy Hair Colored or Highlighted Hair
What It Does
Dissolves Oil & Lifts Roots Fills in the Cracks of Damage Clears Debris from Follicles Mends & Preps Hair Cleanses, Refines & De-Frizzes Tones & Neutralizes Brassiness
Main Benefits
Weightless Long-Lasting Volume Rebuilds Damaged Hair Creates Environment for Growth Environmental Curl Protection Seals in Moisture & Shine UV Ray & Pollution Protection
Key Ingredients
Phospholipids & Pink Pomelo Quinoa, Baobab, & Grapefruit Alpha Keratin 60KU Clinical Jojoba Oil & Ceratonia Gum Phospholipids & Gotu Kola Turmeric, Violet, & Lavender
Sulfate & Paraben Free
✔ ✔ ✔ ✔ ✔ ✔
Gluten & Cruelty Free
✔ ✔ ✔ ✔ ✔ ✔
Vegan
✔ ✔ ✔ ✔ ✔ ✔

Product details

  • Product Dimensions ‏ : ‎ 2 x 2 x 7.5 inches; 8 ounces
  • Item model number ‏ : ‎ 20119
  • UPC ‏ : ‎ 817023022069
  • Manufacturer ‏ : ‎ VIRTUE
  • ASIN ‏ : ‎ B07PW9JWCL
  • Customer Reviews:
    4.3 out of 5 stars 1,513 ratings

Customer reviews

4.3 out of 5 stars
1,513 global ratings

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Customers say

Customers find this shampoo to be of good quality and appreciate its wonderful scent, softness, and ability to add thickness to thin hair. The product receives positive feedback for its shine, with one customer noting it looks amazing after a blow dry. While some customers report improved hair health, others say it makes their hair flat. The volume aspect is mixed, with some customers loving the volume it provides while others report no volume improvement. Customers find the product overpriced.

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35 customers mention "Quality"35 positive0 negative

Customers find this shampoo to be of good quality.

"...My hair usually gets very oily, and it is fine and completely straight. I usually wash every other day but with this shampoo I can go an extra day...." Read more

"very nice!" Read more

"Virtue manufactures high quality hair care products...." Read more

"This shampoo doesn’t strip hair of color. Very healthy for hair. Great product." Read more

31 customers mention "Scent"23 positive8 negative

Customers like the shampoo's scent.

"...The shampoo feels noticeably gentle and the scent is light while washing and not noticeable when hair is dry...." Read more

"Smells wonderful and cleanses thoroughly but gently. Pricey but worth it if you have thinning hair." Read more

"...The Full formula is great for thin and/or fine hair and smells so good." Read more

"...It does have a scent. Which disappears." Read more

30 customers mention "Softness"30 positive0 negative

Customers find the shampoo soft and smooth, with their scalp feeling good after use, and one customer mentions it makes their hair feel like silk.

"...You only need about the size of a dime. The shampoo feels noticeably gentle and the scent is light while washing and not noticeable when hair is..." Read more

"...Everything left my hair feeling heavy and oily. Not this! This makes my hair feel soft and thick. My hair doesn’t feel dirty or oily...." Read more

"...I will say, my hair does feel softer but with that I have lost all volume...." Read more

"I washed my hair with it. After drying my hair my scalp felt very good." Read more

19 customers mention "Thickness"19 positive0 negative

Customers report that the shampoo adds thickness to fine hair, making it stronger.

"...Not this! This makes my hair feel soft and thick. My hair doesn’t feel dirty or oily...." Read more

"Makes hair feel thicker" Read more

"...Pricey but worth it if you have thinning hair." Read more

"...I’ve been using them for years. The Full formula is great for thin and/or fine hair and smells so good." Read more

17 customers mention "Shine"13 positive4 negative

Customers appreciate the shampoo's shine, with one mentioning their hair looks amazing after a blow dry.

"...My hair is now very shiny and I am back to getting lots of compliments...." Read more

"...Also, from the very first use my hair felt cleaner, and became shinier and healthier within a couple uses. Even my kids noticed...." Read more

"...Then you get lots of lather to go round. It leaves your hair shiny and clean. I just love it!!" Read more

"...but after one use my hair is very dry, feels brittle, and all shine is gone. Very bad shampoo and conditioner duo for my fine, thin hair...." Read more

33 customers mention "Hair health"23 positive10 negative

Customers have mixed experiences with the shampoo's effect on hair health, with some reporting that it makes their hair look healthier and is great for fine hair, while others mention it makes their hair flat and limp.

"...The results astounded me. I have fine, wispy/flyaway hair, but it looks full and bouncy with these products. You only need about the size of a dime...." Read more

"...Her curls were more defined (which comes from having more moisture, her previous shampoo was more drying) and her hair was shinier. One wash!..." Read more

"This shampoo, highly touted, did nothing for my hair. May work for you???" Read more

"...a difference with the lathering on second wash and your hair will feel cleaner longer." Read more

21 customers mention "Volume"14 positive7 negative

Customers have mixed experiences with the shampoo's volume-enhancing properties, with some loving the results while others report no improvement at all.

"...It makes my hair feel soft and yet it feels like I have more volume. Definitely worth the money." Read more

"...I will say, my hair does feel softer but with that I have lost all volume...." Read more

"...and this line of products from Virtue (I am a regular user) has improved my volume and condition of my fine thin hair...." Read more

"...I can definitely tell the shampoo helps give my hair more volume. I can recommend it!" Read more

45 customers mention "Value for money"12 positive33 negative

Customers find the shampoo expensive and not worth the cost.

"...The downsides are is that it is expensive and you can’t see how much shampoo is left in the container. It does have a scent. Which disappears." Read more

"...These are pricey and most personal-care products have a big markup, but considering (1) small amount needed, (2) great effectiveness, and (3) good..." Read more

"...Definitely worth the money." Read more

"Smells wonderful and cleanses thoroughly but gently. Pricey but worth it if you have thinning hair." Read more

Virtue Shampoo without safety seal
1 out of 5 stars
Virtue Shampoo without safety seal
Received this new Virtue Shampoo and there is no safety seal. Conditioner has seal.
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Top reviews from the United States

  • janetep
    5.0 out of 5 stars Lovely
    Reviewed in the United States on October 16, 2024
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    I love this shampoo. This revie is from someone who has possibly tried millions of shampoos in the effort to retain thick glossy hair. This shampoo is wonderful because you don’t need two washes and it doesn’t dry everything out. My hair usually gets very oily, and it is fine and completely straight. I usually wash every other day but with this shampoo I can go an extra day. My hair is now very shiny and I am back to getting lots of compliments. The downsides are is that it is expensive and you can’t see how much shampoo is left in the container. It does have a scent. Which disappears.
    13 people found this helpful
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  • Special Five-Point Plan
    5.0 out of 5 stars Quality shampoo, safe gentle ingredients :-)
    Reviewed in the United States on January 10, 2021
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    I love this shampoo and the matching conditioner. I'm a chemist and skeptical of beauty product claims, but I've been studying ingredients and this formulation uses gentle cleansers. A lot of shampoos advertising fullness contain harsh detergents. They roughen the hair cuticle (which is why they seem to add volume at first) but they also damage it. (All cleansers damage hair to some extent so it's a matter of minimizing it!)

    The results astounded me. I have fine, wispy/flyaway hair, but it looks full and bouncy with these products. You only need about the size of a dime. The shampoo feels noticeably gentle and the scent is light while washing and not noticeable when hair is dry.

    I use pastel hair colors which fade easily, but my stylist noticed the color is lasting longer since I switched to this shampoo. I also use mousse and hair spray since my hair is fine, and the shampoo gently gets the product out.

    These are pricey and most personal-care products have a big markup, but considering (1) small amount needed, (2) great effectiveness, and (3) good evidence for ingredient safety, I feel comfortable using them. Worth a subscription!
    66 people found this helpful
    Helpful
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  • Britt
    5.0 out of 5 stars Best Shampoo I’ve Found in a While
    Reviewed in the United States on January 4, 2025
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    I feel like I have tried almost everything out there for fine, thinning hair. Everything left my hair feeling heavy and oily. Not this! This makes my hair feel soft and thick. My hair doesn’t feel dirty or oily. It provides just the right amount of moisture and doesn’t have a strong scent.
    8 people found this helpful
    Helpful
     Report
  • D.G.
    4.0 out of 5 stars Hair care
    Reviewed in the United States on March 20, 2025
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    Makes hair feel thicker
    One person found this helpful
    Helpful
     Report
  • Emmief
    5.0 out of 5 stars Love this shampoo
    Reviewed in the United States on January 28, 2025
    Size: 17 Fl Oz (Pack of 1)Verified Purchase
    Smells wonderful and cleanses thoroughly but gently. Pricey but worth it if you have thinning hair.
    4 people found this helpful
    Helpful
     Report
  • VV
    3.0 out of 5 stars No improvement in my hair!
    Reviewed in the United States on January 5, 2025
    Verified Purchase
    This shampoo, highly touted, did nothing for my hair.
    May work for you???
    2 people found this helpful
    Helpful
     Report
  • G and R
    5.0 out of 5 stars So Clean & Healthy!
    Reviewed in the United States on January 11, 2025
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    For context, I am in my 50s and have fine hair that is colored every 5 weeks. I used to use Pantene products and started having a painful burning reaction in the past 2 years to my hair color (which I attribute to being menopausal), which I've never had before. We tried everything, even adding the recommended sweetener to the color, but nothing really worked. I took a chance and changed my shampoo/conditioner to Virtue products because they were free of everything BAD for hair (parabens, phthalates, sulfates, synthetic colors and dyes, and gluten) and thought maybe that would make a difference. It did! In more ways than one. For starters, I can now color my hair and my scalp doesn't burn. Also, from the very first use my hair felt cleaner, and became shinier and healthier within a couple uses. Even my kids noticed. And it didn't feel like I had any waxy buildup like Pantene did.

    I honestly never thought my hair would EVER get back to this healthy again, but it honestly feels like it did when I was in my teens. Not even joking. On a sidenote, my 19yo daughter, who has thicker, naturally curly hair, also now uses it and the result after one wash was amazing -- she was so excited! Her curls were more defined (which comes from having more moisture, her previous shampoo was more drying) and her hair was shinier. One wash! Grateful that she is on a healthier hair regimen as well.

    HIGHLY recommend this shampoo and conditioner.
    3 people found this helpful
    Helpful
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  • Kelly A Jones
    1.0 out of 5 stars Disappointed
    Reviewed in the United States on June 26, 2023
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    Unfortunately, I am completely disappointed in this product. I already spend a little bit of money on a quality shampoo and conditioner as I care a great deal about keeping my hair in good condition.

    I figured since I am getting older I should up my game and the advertising and ingredients really sold me and got my hopes up that this would help thicken my hair and give it volume.

    I bought the shampoo and conditioner and the styling product.

    The shampoo does not lather well, at all. I have to use SO much to get it to really lather and after a few days of using it my hair is flatter than ever. I will say, my hair does feel softer but with that I have lost all volume.

    The conditioner reminds me of whipped cream, it comes out and seems very full, like you’re using a lot of it, and then when you put it on your hair it disappears and it certainly didn’t detangle my hair, at all. When I went to rinse it out it felt like I wasn’t even rinsing anything out of my hair.

    I’m so disheartened because this was pricey and I am beyond disappointed with the results.

    This is the first time I have ever written a review. I’m sorry to say such negative things but this is very unfortunate to spend this amount on this product. I will never purchase from this line again.
    30 people found this helpful
    Helpful
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Top reviews from other countries

  • dp7
    5.0 out of 5 stars Amazing product 10/10
    Reviewed in Canada on January 17, 2021
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    Let’s start off by saying my hair has never been as soft, shiny, and healthy. This shampoo is amazing 10/10 recommend. Just a day after using it I noticed a huge difference in my hair. I typically have to blow dry my hair to avoid frizz, after using this shampoo I can let my hair air dry and there’s no frizz. My hair definitely has more volume now!
    Report
  • Adelaide
    5.0 out of 5 stars Great shampoo for fine hair
    Reviewed in Canada on January 22, 2022
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    Really like the shampoo and I am going to order the conditioner . The shampoo seems to really help my thin fine hair and I have only used it a few times
    Report
  • Valerie
    5.0 out of 5 stars Thickens and volumizes my flat hair!
    Reviewed in Canada on July 12, 2021
    Size: 8 Fl Oz (Pack of 1)Verified Purchase
    My favourite shampoo and conditioner
    Report

Product Summary: Virtue Full Sulfate Free Volumizing Shampoo Thickens Hair, Safe for All Hair Types, Color Safe

From VIRTUE

4.3 out of 5 stars, 1,513 ratings

Customer reviews

200+ bought in past week

Price

One-time purchase: $42.00 ( $5.25 / fluid ounce)

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About this Item

  • Infused with our first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time.
  • WHAT IT IS: A light, lacy lather that rinses clean without stripping or dehydrating hair.
  • FRAGRANCE: A revitalizing citrus floral blend of leafy greens, flowers and fruit, including white pear notes, stimulating spearmint leaf and bright, lemon essential oils.
  • For all hair types looking for a boost in volume or density in strands. Safe for color-treated and chemically treated hair.
  • Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

Product Description

Product Description
Infused with our first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo and Conditioner were specifically developed to add volume and density to fine, limp hair strands. These extraordinarily lightweight formulas help build volume from the inside out and will continue to improve the health of hair over time.
The Story of Virtue
Virtue is a premium hair care brand that launched in 2017.It’s the first & only hair care to use keratin protein derived from human hair.Alpha Keratin 60ku,a newly-patented protein has power to undo damage,thus with healthy hair.

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  • 8 Fl Oz (Pack of 1)
  • 17 Fl Oz (Pack of 1)
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Important Information

Safety Information

For external use only.

Directions

Work a quarter size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather, and rinse. Follow with conditioner.

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