Compared across 4 stores. Prices are checked against each store and labelled with when. Store links may earn us a commission. Price via Klarna.
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The Virtue Full Discovery Set pairs a full-size shampoo and conditioner built around the brand's Alpha Keratin 60ku protein, a human-derived keratin that bonds to damaged hair. Both formulas are sulfate-free and paraben-free, so they clean without stripping color-treated or fragile hair. It suits shoppers who want to try the Virtue line or restock the core pair, and it competes with salon keratin systems that cost more per ounce and often skip the protein repair claim. Reviewers tend to praise the smoothing and shine, while some find the lather light and the scent strong.
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Lowest price we've seen: $42.00 on Nov 10 at Bluemercury. Tracked across 4 stores since Nov 10.
Owners describe softer, smoother hair with less frizz after a few weeks, especially on color-treated and heat-damaged hair. Some say the shampoo lathers thinly and the scent is stronger than expected.