Virtue(R) 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. Infused with our first-of-its-kind Alpha Keratin 60ku(R) protein, Full Shampoo is specifically developed to add volume and density to fine, limp hair strands. This extraordinarily lightweight formula helps build volume from the inside out and will continue to improve the health of hair over time. The World Didn't Need Another Hair Care Company, So We Created A Biotech Company To Repair Hair After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we discovered Alpha Keratin 60ku(R), a protein so transformative, we knew we couldn’t keep it to ourselves. Alpha Keratin 60ku(R) was discovered by Dr. Luke Burnett, a retired US Army Colonel working in regenerative medicine, found a way to create a keratin protein that is almost identical to the keratin in our own hair, skin, and nails - so much so that our bodies welcome it as our own. It’s the first time human keratin has ever been used in hair care. Alpha Keratin 60ku(R) binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done. Read more Real People. Real Results. How Alpha Keratin 60ku(R) Affects Hair After 5 Uses: 138% INCREASE IN COLOR VIBRANCY A single hair before and after 5 applications. As the hair is repaired, color is restored and vibrance increases by up to 138%. (source: AMA Labs and MRL) 67% REDUCTION IN FRIZZ Hair in vivo under real world conditions before and after 4 applications. Hair is dramatically smoother, more composed, and 67% less frizzy. (source: AMA Labs and MRL) 95% SPLIT END REPARATION A single split hair before and after 5 applications. The hair is made whole again, achieving a 95% reparation. (source: AMA Labs and MRL) 22% INCREASE IN THICKNESS A single strand, magnified 860x, after 1 application. Moisture levels rise and each hair grows up to 22% thicker. (source: AMA Labs and MRL) Read more Key Ingredients In addition to our proprietary Alpha Keratin 60ku(R), our products are formulated with a curated set of ingredients to give your hair the health-boosting benefits it craves: Phospholipids: Molecules derived from natural soybeans that help fight frizz and protect against humidity. Read more Key Claims About Full Shampoo 84% of women said their hair felt thicker. 87% of women said their hair had more body. 86% of women said their hair looked fuller. *Consumer Perception Study of 55 women who used Full Shampoo and Conditioner for 1 week (7 uses). Read more