Use the following zoom and pan buttons to control the image that follows them
Tab through the images or use the previous or next buttons to navigate each product image
In stock and ready to ship
Usually ships out in 1-2 days
Earn points on this purchase.
Summary
Conscious Beauty at Ulta Beauty™
- Vegan
- Cruelty Free
Turn up the volume on fine, flat hair for maximum movement and bounce with Virtue's Volumizing Full Shampoo.
Benefits
- Cleans
- Thickens
- Volumizes
- Dissolves excess oil.
- Lifts the roots.
- Plumps each strand for weightless, long-lasting body.
Features
- Infused with Virtue's first-of-its-kind Alpha Keratin 60ku protein, Full Shampoo was 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.
- PRODUCT AESTHETICS: A light, lacy lather that rinses clean without stripping or dehydrating hair.
- FRAGRANCE: A revitalizing citrus floral blend of leafy greens, flowers, and fruit, including white pear notes, stimulating spearmint leaf, and bright, lemon essential oils.
- IDEAL FOR:
- All hair types looking for a boost in volume or density in strands. Especially great for fine, limp hair.
- Safe for color-treated and chemically treated hair.
Research Results
- *Consumer Perception Study of 55 women who used Full Shampoo and Conditioner for 1 week (7 uses):
- 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.*
Work a quarter-size amount of shampoo into a lather between palms. Apply to wet hair, massage into a rich lather, and rinse. Follow with Full Conditioner, rinse thoroughly. TIPS: As all Virtue shampoos are concentrated, we recommend emulsifying the shampoo in the palm of the hand with a splash of water, and working it into a rich lather before applying to hair.
Aqua (Water, Eau), Sodium Cocoyl Isethionate, Sodium Lauroyl Methyl Isethionate, Cocamidopropyl Betaine, Glycerin, Sodium Methyl Cocoyl Taurate, Cocamide MIPA, Keratin, Panthenol, Tocopherol, Centella Asiatica Meristem Cell Culture, Hydrolyzed Adansonia Digitata Seed Extract, Sodium Dilauramidoglutamide Lysine, Palmitamidopropyltrimonium Chloride, Coconut Acid, PEG-200 Hydrogenated Glyceryl Palmate, Ethylhexylglycerin, Guar Hydroxypropyltrimonium Chloride, Lauric Acid, PEG-7 Glyceryl Cocoate, Zinc Laurate, Polyquaternium-7, Sodium Methyl Isethionate, Parfum (Fragrance), Propylene Glycol, Sodium Laurate, Sodium Isethionate, Xanthan Gum, Phenoxyethanol, Chlorphenesin, Isopropanolamine, Sodium Benzoate, Citric Acid, Disodium EDTA, Sodium Chloride, Benzyl Alcohol, Potassium Sorbate, Sodium Hydroxide, Limonene, Linalool, Benzyl Salicylate.
This brand is excluded from most Ulta Beauty coupons.
Free gift with purchase
Free gift with purchase
Online only free Healing Oil deluxe sample with $40 select Virtue purchase (valid thru 5/3/25 on shipped purchases only. Full or partial pickup or same day delivery purchases do not qualify. While quantities last)
We think you'll like
12 items
Use previous and next buttons to navigate the slides of the We think you'll like Product Carousel
Similar items for you
12 items
Use previous and next buttons to navigate the slides of the Similar items for you Product Carousel
Sponsored products
12 items
Use previous and next buttons to navigate the slides of the Sponsored products Product Carousel
Questions
Ask a QuestionQ&A
Showing 2 out of 2 Questions
- Q
Is this safe to use every day?
- Asked by Kris
- Official Answer By Virtue - Brand EngageHello! Yes, it's light and lightly hydrating, therefore, it will not dry out your hair, yet still adds volume and the reparative technology that only Virtue offers in it's Alpha Keratin 60ku.Was this answer helpful to you
- Q
Is it safe to use on color-treated hair?
- Asked by Sarah
- Official Answer By Virtue - Brand EngageHi! Yes, all Virtue products are color-safe. Our Full Shampoo is great for a gentle and effective clean with light hydration. Perfect for anyone seeking volume without drying or stripping moisture from the hair.Was this answer helpful to you
Reviews
Write A REVIEWReview Snapshot
by PowerReviews
Ratings Distribution
Hair Type
- 4Straight Hair
- 2Wavy Hair
Most Helpful Positive Review
Love this shampoo
My hair has always been fine but now that I'm 58, on hormones and thyroid meds, my hair is thin. I first tried Full shampoo almost a year ago and didn't notice a change in my hair. I was given another bottle in May and tried it again. I was amazed. My hair was more full and manageable within a week ...
Most Helpful Critical Review
Pump bottle can't recycle
I'm really torn on this shampoo. On the one hand, it's a good and high quality shampoo if used daily, although it would not sufficiently clean very dirty or oily hair. I wouldn't dream of using this to wash two-day or three-day old hair, as it wouldn't be up to the task unless I lathered up and wash...
905 results
Love this shampoo!
I love this shampoo. It smells great and layhers up wonderfully! I totally noticed a difference with more fullness to my thin straight hair after the first use. The only con is the cost, but you don't need three pumps to wash your hair. It should last a while. You can also use coupons to help with the cost. I think its totally worth it!
Can't get past the film it leaves!
Initially I thought I was going to really like this. It lathered really good, did not leave my hair overly dry feeling, and gave decent body - or fullness - to my hair. But the junk it left in the bath was disgusting. I could not figure out what happened! I told my husband, I know its only been a few days, but I think we need to clean my jacuzzi tub jets again! When I shampoo'd again, I realized the ONLY thing I had changed was my shampoo. The next shampoo, I went back to my Bumble and Bumble Surf Foam Wash Texturizing Shampoo and I haven't had that disgusting filmy junk in my tub since. NO. JUST NO. THANK YOU.
Do not recommend for those with sensitive scalps
I loved the smell of this product. My sensative scalp could not handle all the chemicals. It caused my scalp to itch and i had substancial hair loss from continued use of this product. If you have sensativities to chemicals or hair products I do not recommend trying this shampoo or conditioner.
Run
I have really thin, ultra fine hair. My pont tail is the size of a penny, and thays being nice. I bought this shampoo in hopes of thickening my hair but in turn it only made clumps of what little hair i have fall out. I switched to a different shampoo and have minimal shedding now.
very happy with this shampoo
Reviewed at
I've used this shampoo and the conditioner for several years and I like them a lot
