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VIRTUE Volumizing Primer


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Create the perfect foundation for style and build just the right amount of natural volume with this lightweight priming spray.

Virtue® Volumizing Primer is a weightless spray formulated to build volume and create the perfect foundation for style. This light mist works to create memory at the root and architect your style for all-day hold. Our unique formula also protects against heat and environmental damage while mending fine hair prone to breakage with our exclusive Alpha Keratin 60ku®protein. It’s suitable for all hair types.

Formulated with our revolutionary Alpha Keratin 60ku®protein, this lightweight primer allows you to build your dream style without any stickiness or build-up. It gives fine or flat hair a pre-styling boost and works to strengthen the hair over time using our proprietary keratin, leaving hair lustrous and shiny.

Ideal For

• Anyone looking to prep hair and maintain the architecture of style without weighing hair down. Especially good for those with fine or flat hair sensitive to product build-up.
• Safe for color-treated and chemically treated hair.


• After one application, 96% of women felt hair had instant volume; lightweight, buildable hold; and was easier to style.
• 8 hours after first application, 94% of women said their style bounced back and restyled easier.
• After only 3 uses, 100% of women felt their hair was less limp.
• With continued use, 98% of women said hair had flexible bounce, was healthier looking, and less dull.
Consumer perception study conducted on 50 respondents after 5 uses/one week.


A revitalizing citrus floral blend of leafy greens, flowers, and  fruit, including white pear notes, stimulating spearmint leaf, and bright, lemon essential oils. 

  • Hydrolyzed Wheat Protein

Enhances the appearance and feel of hair. It increases suppleness and facilitates styling while improving gloss/sheen and the texture of hair.

  • Panthenol (Vitamin B5)

This natural B vitamin delivers moisture, softness, and shine.

  • Hydrolyzed Soy Protein

A protein that helps to improve manageablility, and condition and moisturize hair, improving its overall healthy appearance.


INGREDIENTS / INGRÉDIENTS : Alcohol Denat., Aqua (Water, Eau), Propylene Glycol, Polyurethane-1, Keratin, Panthenol, Hydrolyzed Soy Protein, AMP-Isostearoyl Hydrolyzed Wheat Protein, Ethylhexylglycerin, Tocopherol, Parfum (Fragrance), Phenoxyethanol, Potassium Sorbate, Citral, Hexyl Cinnamal, Limonene, Linalool.


Spray on damp or dry hair, section by section targeting the roots through mid-shaft. Use heat and style as usual for maximum volume and memory.

For a bouncy, voluminous blowout, spray Volumizing Primer throughout roots to mid-shaft and rough dry by flipping your head upside down. Once the hair is dry and still warm, roll section by section into Velcro rollers starting from front to crown and work your way down. Once it’s had time to set and cool, remove rollers for gorgeous bouncy hair and plenty of volume and hold throughout.

To create long-lasting, soft, touchable waves: on towel-dried hair, start with 6-In-1 Styler for fine to medium hair or Un-Frizz Cream for medium to thick hair. Follow by spraying Volumizing Primer throughout on roots, section by section. Toss the hair upside down and rough dry on medium to low heat. Finally, mist a bit of Shaping Spray on each section before curling with a hot tool.