Rice Water Haircare Market Size & Outlook, 2025-2033

Rice Water Haircare Market Overview

The global rice water haircare market size was valued at USD 1.28 billion in 2024 and is projected to grow from USD 1.37 billion in 2025 to reach USD 2.41 billion by 2033, growing at a CAGR of 7.27% during the forecast period (2025–2033). The growth of the market is attributed to growing hair health concerns.

Key Market Insights

• The Asia-Pacific region dominated the global rice water haircare market with the largest revenue share of 60% in 2024.
• Based on Product Type, the shampoo segment dominated the rice water haircare industry in 2024.
• Based on end-user, the women segment dominant end-user segment in the global market.
• Based on distribution channel, the offline retail segment remains the dominant distribution channel in the market due to consumers' preference for physically examining products before purchase.

A key driver of the global rice water haircare market is the growing consumer shift toward natural and traditional beauty solutions. Rice water, long used in Asian cultures for its ability to strengthen, smoothen, and nourish hair, is gaining global popularity due to its rich content of amino acids, vitamins, and minerals. Consumers are increasingly favoring chemical-free, plant-based ingredients, making this water an appealing choice.

Another major factor is the influence of digital media platforms like TikTok, YouTube, and Instagram, where beauty influencers promote this water through viral content and DIY tutorials. This has significantly boosted product visibility, especially among millennials and Gen Z. In response, several beauty brands have introduced haircare lines made of this water, leveraging social media trends to reach a broader audience. This convergence of traditional ingredients and modern marketing is driving market expansion worldwide.

Rice Water Haircare Market Trends

Rising Demand for Sustainable and Minimalist Haircare Solutions

One notable trend shaping the global market is the shift toward eco-conscious and minimalist beauty products. Consumers are increasingly drawn to sustainable formulations and packaging, especially products that are water-efficient, plastic-free, and infused with natural, time-tested ingredients. This aligns with a broader clean beauty movement where transparency and ingredient simplicity are key.

• For instance, Kitsch's Rice Water Shampoo Bar has gained prominent traction in the U.S. and online markets. Priced at $14, it has been purchased by over 20,000 Amazon shoppers in July 2025. Formulated with rice water protein and castor oil, the bar strengthens hair and promotes growth. Its eco-friendly design removes the need for plastic bottles, aligning with sustainable beauty trends.

The rise of such products reflects consumer preference for effective, clean, and earth-friendly haircare solutions.

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Rice Water Haircare Market Drivers

Growing Hair Health Concerns

The increasing prevalence of hair-related issues such as hair thinning, breakage, scalp sensitivity, and premature greying has amplified consumer focus on hair health. Modern lifestyles, marked by high stress levels, poor diets, hormonal imbalances, and rising pollution, are significant contributors to deteriorating hair conditions. This growing concern has fueled demand for safe, natural, and restorative haircare solutions like this water, known for its amino acids, antioxidants, and vitamins that promote hair strength and elasticity.

• For instance, according to the National Council on Aging (NCOA), by the age of 50, around 50% of men globally experience noticeable hair loss or thinning, primarily due to androgenetic alopecia. Similarly, the Cleveland Clinic reports that over 40% of women show visible signs of hair loss by the age of 40.

These statistics depicts the urgent need for effective, natural alternatives.

Market Restraint

Lack of Clinical Evidence and Standardization

A significant restraint in the global market is the lack of clinical evidence and product standardization. While this water is widely praised for its traditional and anecdotal benefits, there is limited scientific research validating its efficacy in promoting hair growth or strengthening hair. This absence of clinical backing can lead to skepticism among consumers, dermatologists, and regulatory bodies.

Furthermore, the lack of standardization in formulations of this product, such as concentration, preparation method, and added ingredients, results in inconsistent product quality and performance. These challenges may hinder consumer trust and slow the adoption of products made from this water, particularly in developed markets with stringent cosmetic regulations.

Market Opportunity

R&d and Product Diversification

The global market holds vast potential for innovation through research and development. As consumers increasingly seek tailored, multi-functional haircare solutions, brands can differentiate themselves by creating products made from this water, targeting specific needs such as dandruff control, hair strengthening, and scalp nourishment. Combining this water with ingredients like biotin, keratin, or herbal extracts can further enhance efficacy and appeal.

• In June 2022, Active Concepts launched ACB Rice Water SF to support hair growth and rejuvenation. Studies show it enhances hydration and protects against humidity when 5% is mixed in DI water. Compared to untreated and DI water-treated samples, it delivers smoother, shinier hair, making it an effective solution for improved hair texture and moisture retention.

Such advancements can broaden the market base and encourage premium product adoption.

Regional Analysis

Asia Pacific dominates the market owing to cultural familiarity with traditional beauty practices and high consumer confidence in herbal solutions. The rising middle-class population and increasing spending on personal care are encouraging the development of premium and mass-market rice water products. Regional beauty brands are actively integrating this water into hair oils, serums, and treatments, leveraging ancient beauty rituals in modern formats. Furthermore, rapid urbanization and growing interest in holistic wellness continue to drive market growth in this region.

• China's market is witnessing robust growth, rooted in ancient beauty traditions such as the Yao women of Huangluo village, known for their long, healthy hair. Local brands like Herborist and international companies are incorporating this water in shampoos and conditioners. E-commerce platforms such as Tmall and JD.com further amplify product reach, tapping into growing consumer preference for traditional and herbal beauty solutions.
• India's rice water haircare sector is expanding due to rising interest in Ayurveda and natural haircare. Brands like Mamaearth and Forest Essentials have introduced products created from this water that are tailored to Indian hair types. Influencers and dermatologists on platforms like Instagram and YouTube are promoting their benefits for hair fall and damage repair. The cultural familiarity with rice-based remedies enhances adoption, especially among urban consumers seeking holistic, chemical-free haircare options.

North America Rice Water Haircare Market Trends

In North America, the global market is gaining momentum owing to increasing consumer interest in natural and clean-label beauty products. The region's growing awareness of ancient beauty traditions, driven by social media and influencer marketing, is boosting demand. Additionally, the rise of wellness-focused consumers seeking sulfate-free, paraben-free solutions supports market growth. Retailers are expanding shelf space for herbal and organic haircare products, while brands are responding with innovative rice water-infused lines targeting hair repair, hydration, and scalp health.

• The U.S. rice water haircare industry is expanding due to high consumer interest in traditional and natural remedies for hair loss and damage. Major brands such as Mielle Organics and SheaMoisture have launched products made from this water, targeting textured hair. Viral TikTok trends and celebrity endorsements, including Cardi B's DIY haircare routine incorporating this water, have amplified consumer awareness. The growing natural hair movement and demand for sulfate-free products also support sustained market growth.
• Canada's market for rice water haircare is witnessing rising demand as consumers increasingly seek clean beauty alternatives. Canadian brands like The Ordinary and Briogeo are expanding their natural product lines, with some incorporating fermented rice water for scalp health. The trend is further fueled by eco-conscious shoppers and retailers like Well.ca promoting organic haircare. Rising multicultural influence, especially from Asian beauty practices, is boosting market traction across urban centers like Toronto and Vancouver.

Europe Rice Water Haircare Market Trends

Europe's market is expanding steadily, driven by a growing inclination toward eco-friendly and sustainable beauty solutions. Consumers are increasingly drawn to vegan and cruelty-free haircare options, positioning products made from this water as an attractive choice. Rising demand for heritage-based and scientifically supported natural treatments is fueling product innovation. Beauty retailers in the region are focusing on transparent labelling and clean formulations, encouraging market adoption. The shift toward minimalist and ingredient-conscious routines is further propelling the interest in haircare incorporating this water.

• Germany's rice water haircare sector is gaining momentum due to the surging demand for natural and sustainable beauty products. Brands like Eliah Sahil and Khadi are introducing haircare lines infused with this water, targeting eco-conscious consumers. German consumers' preference for clean beauty and plant-based formulations has led to the rising popularity of traditional remedies like this water, especially through organic retailers and platforms like BioNaturel and Ecco Verde.
• The UK's market is expanding rapidly with the influence of social media and celebrity endorsements. British consumers are increasingly drawn to DIY trends and heritage-based beauty, with this water seen as an affordable solution for hair growth and damage repair. Brands like The Inkey List and Noughty are integrating fermented rice water in product lines, while retailers like Boots and Superdrug have boosted visibility through exclusive shelf space and marketing.

Market Segmentation

Product Type Insights

Shampoo holds the largest share in the global market due to its widespread daily use and easy integration into consumers' haircare routines. Rice water shampoos are gaining popularity for their perceived benefits in promoting hair growth, strengthening roots, and reducing breakage. Major brands have launched various shampoo variants, making them readily available across retail shelves. Consumers prefer shampoos as the first step in their haircare regimen, making this segment both essential and highly repeatable. The growing trend toward sulfate-free, paraben-free natural shampoos further fuels demand, positioning this shampoo as a key revenue-generating category.

End-User Insights

Women constitute the dominant end-user segment in the global market, driven by their higher engagement with personal care and grooming products. Hairfall, breakage, and thinning remain common concerns among women globally, prompting them to seek effective natural remedies like rice water. Moreover, the influence of beauty influencers and digital content showcasing routines incorporating this water has resonated strongly with female consumers. Brands also target women more frequently through product packaging, advertising, and product formulations. As women tend to experiment more with haircare regimens and maintain multi-step routines, their contribution to market demand remains consistently higher than that of other user groups.

Distribution Channel Insights

Offline retail remains the dominant distribution channel in the market due to consumers' preference for physically examining products before purchase. Supermarkets, beauty stores, and pharmacy chains play a vital role in offering product visibility and immediate availability. Many consumers, especially in developing regions, still rely on offline channels due to limited digital access or trust in e-commerce. Moreover, offline retail allows brands to provide expert consultation and live product trials, enhancing customer confidence. Promotional displays, discounts, and sample distribution in stores further drive footfall, making offline retail an essential segment for reaching mass and impulse buyers effectively.

Company Market Share

Companies in the rice water haircare market are focusing on extending their product portfolios with innovative formulations that combine this water with herbal and ayurvedic ingredients. They are investing in R\&D to enhance product efficacy and shelf life. Additionally, brands are leveraging digital marketing, influencer collaborations, and social media trends to boost visibility. Many are also prioritizing eco-friendly packaging and clean-label claims to appeal to health-conscious and sustainability-focused consumers.

Mamaearth

Mamaearth, founded in 2016 by Varun and Ghazal Alagh, is a prominent Indian personal care brand under Honasa Consumer Ltd. Known for its "Made Safe" certified products, Mamaearth emphasizes toxin-free formulations. The brand has rapidly expanded its portfolio, including haircare lines like the Rice Water Shampoo, which combines fermented rice water with keratin to repair damaged hair. Mamaearth's commitment to natural ingredients and sustainability has contributed to its significant growth in India's beauty and personal care market.

• In August 2024, Mamaearth recently introduced its latest innovation, the Kerala Thaali Hair Care Range. This regionally inspired collection pays homage to Kerala's rich cultural heritage and abundant natural resources. Drawing inspiration from the traditional “Kerala Thaali,” the range embodies a balanced blend of diverse, nutrient-rich ingredients, offering a holistic hair care experience rooted in the essence of Kerala’s traditions.

List of key players in Rice Water Haircare Market

1. Briogeo
2. SheaMoisture
3. WOW Skin Science
4. Mielle Organics
5. Klorane
6. Mamaearth
7. The Inkey List
8. Garnier

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Recent Developments

• July 2025- CavinKare launched the Meera Rice Kanji Shampoo, inspired by traditional South Indian haircare rituals. Enriched with rice kanji and aloe vera, the product targets smoothness and frizz control. It is available in sachets and bottles, catering to both budget and premium consumers.
• February 2025- Nykaa Naturals has introduced its new Rice Water and Hyaluronic Acid Haircare Range, aimed at meeting the evolving demands of India's haircare retail market. This range offers a three-step regimen formulated to cleanse, nourish, and treat hair, blending the moisturizing benefits of rice water with nature-derived hyaluronic acid to deliver smooth, frizz-free results.