Skip to main content

Move over cat videos; there's a new sensation on TikTok - and it comes in the form of... rice water? It's true. The seemingly ordinary hashtag #RiceWater has exploded onto the scene, racking up over 1 billion views! But what's all the fuss about? Let's dive into this unexpected trend and see what the hype is all about!

TikTok users are swearing by their rice water processes, which consist of everything from boiling rice and keeping the water, fermenting it over months, and creating pastes for a facial mask encouraging a "Korean Glass Skin" look. With claims ranging from hair growth miracles to skincare wonders, is rice water too good to be true? Before you rush to the kitchen, let's separate fact from fiction.

It turns out that rice water has been a beauty secret in Asia for centuries. Legend has it that soaking and fermenting rice creates a magical elixir that strengthens hair, encourages growth, and adds a touch of shine. While scientific research is still ongoing, recent studies are starting to unveil the potential benefits of rice water. However, one study published in 2022 found promising evidence that it promoted hair growth processes and had anti-inflammatory benefits. In addition, rice water and its components are non-toxic and "appropriate for human use in cosmetics." 

So, how did #RiceWater rise to TikTok fame? Blame it on the algorithm! Early videos showcasing supposed transformations likely caught the algorithm's eye, leading to a chain reaction of views, likes, and shares. Before you know it, everyone's dipping their hair in rice water and documenting the results.

Before you raid your pantry and start cooking up a storm, a word of caution: while rice water is generally safe, it's always wise to consult with the pros before trying out new beauty hacks. Your hair is precious, after all! Talk with your hair stylist, esthetician, or dermatologist if you have reservations about starting a new hair or skin technique. 
Ultimately, the rice water craze is a reminder of the wild l world of social media. From viral challenges to unexpected trends, you never know what'll capture the internet's imagination next. So, whether you're a skeptic or a believer, let's raise a glass (of rice water, of course) to the magic of the online universe! 

Do you represent a brand that may be interested in harnessing the natural power of rice water? Check out our Scalp Care Shampoo Bar. This formulation contains fermented rice, comes in a sustainable, solid format, and its formula can be adjusted to fit your brand’s unique needs. Visit our Contact page to get started.


JDDonline - Journal of Drugs in Dermatology. (2022, January 31). A Systematic Review: Application of rice products for hair growth - JDDOnline - Journal of Drugs in Dermatology. 

Jiang, C., & Jiang, C. (2023, December 5). Washing hair with rice water is trending on TikTok, yet it's been used in Asia for centuries. Does it help? A hair specialist weighs in. South China Morning Post. 

TikTok - Make your day. (n.d.). 

Share this Post
New call-to-action New call-to-action New call-to-action