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VIRTUE
VIRTUE Smooth Sulfate Free Shampoo for Frizz Control for Curly Hair, Safe for All Hair Types, Color Safe 8 Fl
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The Quick Take
What it is
A sulfate-free smoothing shampoo with Virtue's proprietary Alpha Keratin 60ku protein, designed to tame frizz and refine texture across all hair types—especially curly, wavy, and color-treated strands.
Why We Like It
Why it keeps winding up in carts
771 reviewers give it 4.5 stars, signaling real staying power for a premium shampoo that delivers on the frizz promise without the harsh sulfates.
Frizz control that actually tackles the source.
Crowd Takeaways
Positive on balance — about 60% of the sentiment we read.
Based on 771 Amazon ratings. Bars are ranked by how often each reaction came up; positives first, the reservation last.
Our Take
Luxe smoothing shampoo that earns its price tag with results.
This is where daily frizz management stops being a chore and starts being a ritual.
At $44 for 8 fl oz, Virtue positions itself in the premium-professional lane—the kind of shampoo you use because it works, not because it's a bargain.
On price
$44 is steep for shampoo, but the 4.5-star consensus and protein-first formula justify the premium if frizz is your daily fight.
The Criteria
What to weigh
01
The Active Ingredient
Alpha Keratin 60ku protein (first-of-its-kind formulation)
Rather than coating your hair, this protein re-paves rough cuticles and reduces friction between strands. Translation: you're not masking frizz with silicones; you're addressing the actual texture problem. That's the difference between a smoothing shampoo and a *smoothing* shampoo.
02
What You're Avoiding
Sulfates, parabens, phthalates, synthetic colors, dyes, and gluten
If your hair is color-treated or chemically processed, this formulation won't strip or weaken what you've invested in. It's gentle enough for daily use without compromise.
03
The Experience
Luxurious lather with herb, fruit, citrus, lavender, and mint essential oils
Shampoo doesn't have to feel clinical. The restorative fragrance blend makes your shower feel intentional—you're not just cleaning, you're treating yourself.
Who it’s for
Best for anyone with curly, wavy, or frizz-prone hair—especially if you've colored or chemically treated it and need something that won't undo your work.
Good to know
Straight from the listing
- Formulated with our first-of-its-kind Alpha Keratin 60ku protein, Virtue Smooth Shampoo & Smooth Conditioner duo act as a powerful in-shower daily smoothing treatment for hair. They re-pave…
- WHAT IT IS: A luxurious lathering shampoo with a soft and smooth finish.
- FRAGRANCE: A restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils.
- For all hair types, especially those with frizz-prone, wavy, or curly hair. Safe for color-treated and chemically treated hair.
- Free of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.
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