Builds / Lifts / Sets Formulated with our revolutionary Alpha Keratin 60ku® protein, Virtue® Volumizing Primer allows you to build your dream style without any stickiness or buildup. 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. Color-safe, paraben-free, gluten-free, vegan.