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VIRTUE

VIRTUE Smooth Sulfate Free Shampoo for Frizz Control for Curly Hair, Safe for All Hair Types…

$44

★★★★½ 4.5 out of 5 · 771 Amazon ratings

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3 colours & sizes

17 Fl Oz (Pack of 1)8 Fl Oz (Pack of 1)2 Fl Oz (Pack of 1)

Each one opens that exact version on Amazon.

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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

Most reviewers land in the same place: impressed — frizz control effectiveness.

Impressedfrizz control effectiveness

Reassuredgentle, manageable results

Conflictedpremium pricing vs. bottle size

Disappointedinconsistent or drying

Ranked by how often each reaction comes up, strongest first, reservations last. Based on 771 Amazon ratings for this product.

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.

The Buying Guide

What to look at before you buy

Alpha Keratin 60ku protein (first-of-its-kind formulation)

The Active Ingredient

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.

Sulfates, parabens, phthalates, synthetic colors, dyes, and gluten

What You're Avoiding

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.

Luxurious lather with herb, fruit, citrus, lavender, and mint essential oils

The Experience

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.

Good to know

The details worth having

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.
Who it’s forBest 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.
From the product pageFormulated 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 rough cuticles and…
What It IsA luxurious lathering shampoo with a soft and smooth finish.
FragranceA restorative blend of herbs, fruits, and citrus, incorporating soothing lavender and fresh mint essential oils.
From the product pageFor all hair types, especially those with frizz-prone, wavy, or curly hair. Safe for color-treated and chemically treated hair.
From the product pageFree of sulfates, parabens, phthalates, synthetic colors and dyes. Gluten free. Cruelty free.

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