Features + Saw It On Social

Saw It On Social: Virtue Shampoo

A few weeks ago, I was perusing Instagram’s explore page when I saw a video by Jennifer Garner (Sidney Bristow herself) promoting a new haircare line called Virtue Labs.  And as often happens with these things, once you watch one video about a product, your social media is bombarded with their promotions.  So you know what time it is…

Virtue Labs wants you to know that it is not a haircare company.  Instead, Virtue bills itself as a veteran-founded, bio-tech company that makes haircare products.  Oh, disruptors, they always have to make sure you know just how disruptive they are.

Virtue touts their breakthrough ingredient, called Alpha Keratin 60ku, as the solution to all your haircare woes. Virtue claims their special keratin can heal and restore damaged and over processed hair, just like it could heal the injuries suffered by our nation’s veterans.  (I know, the ad copy lays it on real thick.)

Virtue also touts its credentials as an ethical company that uses cruelty-free practices, environmentally sound ingredients and processes, and donates to several charities.  And in a world searching for clean beauty products, Virtue seems to check most (if not all) of the boxes.


Once I decided to give the Virtue product line a try, I purchased the Full Shampoo and the Smooth Conditioner.

I chose the Full Shampoo because volume is like cowbell, and I always want more.  And after my first wash, there was a slight, but noticeable, increase in volume.  Not the earth-shattering, boot-shaking lift I was hoping for, but at least it was something.

The conditioner, while not the high-test repairing conditioner I prefer, does leave hair feeling much softer.  Just running your fingers through it in the shower as you rinse, you can feel the difference in softness and smoothness.  Once dry, the effect is again, noticeable, but not the life changing difference you might be hoping for.  Though it’s possible the effect builds over time.

I wasn’t wow’ed by either product, but they performed better than anticipated.  And after years of being disappointed by the hot, new thing in haircare (remember the Prose debacle?) it was nice to find a product that at least did what it promised.

Virtue speaks often in its promotions about working for many different types of hair.  My friend Angela (who some of you met on Instagram Stories) is also using Virtue products and is happy with the early results.  Her naturally curly hair is vastly different in texture and type from mine, so Virtue’s claims about versatility seem to be true.

I was initially happy with my Virtue experience.  I say was because after 10-days of using the Virtue products, I developed scalp acne.  A truly unpleasant development that went away almost immediately when I switched shampoo.  But if you don’t struggle with acne normally , this shouldn’t be an issue for you.

I liked Virtue enough, that even after the scalp acne, I still intend to try their Split End Repair Serum on my dry, damaged ends.  Since the other products worked, I want to see if this can help tame my frayed hair.

The Virtue products work as well as advertised.  But they are expensive, so if you want to try them, Sephora carries the mini-sizes (which you can always return if they don’t work out).

Final Verdict for this Saw It On Social: 👩‍⚖️👩‍⚖️👩‍⚖️👩‍⚖️ out of 5 emojis.  (It would have been 4.5, but scalp acne).

As with all Saw It On Social products, I purchased the Virtue shampoo and conditioner with my own money.  No gifts were accepted or solicited, and no promises or money were exchanged to write this review.  This post does contain affiliate links, so if you decide to give Virtue a try, and you buy through one of these links, I may earn a commission.



  1. RR says:

    I’m with you on hating Prose. I can’t even explain what it did to my hair. It was some awful dry/limp mess.

    I’ve been really happy with Function of Beauty though. It’s not life changing (for life-changing, I go with Oribe Gold Lust shampoo and condition, but it’s like $70/product), but my hair is really lovely after and smells great.

    April 16, 2020/Reply
  2. anna c says:

    Here for that Alias reference!! I loved the first couple of seasons, Michael Vartan was 😍, but then it just got weird.

    I may look into this at Sephora, but how is the product scented? The scents on products that most people love (e.g. Kristin Ess) just make my nose itch.

    April 16, 2020/Reply
    • Belle says:

      I haven’t noticed much fragrance.

      April 16, 2020/Reply
  3. Cait says:

    “Volume is like cowbell, I always want more.” Love it, haha.

    April 17, 2020/Reply
  4. L says:

    I got a sample of the Virtue Restorative Hair Mask around this time last year in a clean beauty sample bag that accompanied the purchase of another product (from BlueMercury, I think?). I really liked the mask–like you said for the shampoo and conditioner, lots of softness and smoothness. I haven’t purchased the full size but I’ve considered it. My scalp can get inflamed pretty easily too, and I didn’t experience any issues when using the mask, probably because I mostly used it mid-length to ends.

    April 19, 2020/Reply