After decades in the beauty industry, we didn’t think there was anything that could surprise us. Then we found Alpha Keratin 60ku™, a protein so transformative, we knew we couldn’t keep it to ourselves.
Virtue is built by a team of believers, optimists, and do-gooders.
We put boundless stock in innovation. We sweat every detail. And above all, we strive to make a real, impactful difference, which means we only make products that deliver on what they promise.
Our commitment to our values drives every part of our business, from ensuring that all our products are cruelty-free to our level of care for our customers. Most importantly, we believe that social responsibility should live at the core of a company, so we support like-minded nonprofits and take a stand when it matters most.
Born from a desire to produce an exclusive salon range (and not sell it as the answer to life, love and other woes), evo steps outside the normal realm of truth-stretching invention in a ‘wake up and smell the coffee’ crusade of twisted honesty – designed to make people think. and so comes the catch phrase – saving ordinary humans from themselves™.
Inside bottles of evo that are bursting with personality, you’ll find luxurious products that are sulphate, paraben, dea, tea and propylene glycol free; products that give professional results while respecting the environment.
You won’t find unnecessary, over-marketed ingredients; no imaginary technology, no myths, no gimmicks. all ingredients in evo formulations are active; nothing is added only to make claims on the label.
Developed with colorists for colorists IGORA ROYAL lets your creativity run free providing you with the tools to transform imagination into reality, with true-to-swatch color results for ultimate reliability – even under the most challenging conditions.
Explore our portfolio of permanent color, developed to provide a solution to your everyday salon requirements from specific client needs such as total coverage and increased scalp comfort to satisfying the most creative colorist with over 110 beautiful, intermixable shades to choose from.
ROYALE | TBH | ESSENSITY | VIBRANCE | SILVERWHITES
Working with leading chemists and hair-care experts, they realized that the key to creating an innovative treatment that was both gentle and effective lay in harnessing the power of keratin, an essential hair protein that delivers incredible benefits, endless versatility, and a never-before-seen smoothing effect—all without breaking the bonds of the hair. And thus, Keratin Complex® was born.