Rice Water Haircare Products Market Trends
The global rice water haircare products market size was estimated at USD 1.23 billion in 2023 and is expected to grow at a CAGR of 7.7% from 2024 to 2030. Rice water has a long history of use in various cultures, particularly in East Asia. Historically, women in Japan, China, and Southeast Asia have utilized rice water as a beauty treatment for centuries.There has been a marked shift towards natural and organic products in the beauty industry, likely favoring the adoption of rice water haircare products. Consumers are increasingly wary of synthetic chemicals and are looking for products with natural ingredients. Rice water fits perfectly into this trend. Therefore, its natural origin and minimal processing appeal to eco-conscious consumers.
Scientific research validating the benefits of rice water for hair, such as improved hair strength, enhanced shine, and increased growth, significantly drives the rice water hair care products market. According to a study published in the International Journal of Cosmetic Science, inositol, a carbohydrate found in rice water, can penetrate damaged hair and repair it from the inside out. Moreover, rice water contains amino acids, vitamins B, C, and E, minerals, and antioxidants, all of which contribute to hair health.
Social media has been a game-changer in popularizing rice water haircare products. Influencers and beauty bloggers on platforms like Instagram, YouTube, and TikTok have shared their positive experiences with rice water, sparking viral trends and DIY haircare routines. For example, the hashtag #ricewater has millions of views on TikTok, showcasing various user testimonials and haircare tips. In addition, celebrity endorsements also play a crucial role. Celebrities like Cardi B have publicly shared their rice water haircare routines, further boosting the product’s popularity. These endorsements provide significant visibility and credibility, driving consumer interest and demand.
The rice water haircare market has seen an expansion in the range of products available. Originally, rice water was primarily used as a rinse, but now it is incorporated into shampoos, conditioners, hair masks, serums, and leave-in treatments. This diversification allows consumers to integrate rice water into their haircare routine in various forms, catering to different preferences and needs. The availability of multiple product formats has made rice water more accessible and appealing to a broader audience.
Continuing research and innovation in product formulations have enhanced the effectiveness and appeal of rice water haircare products. Brands are investing in scientific research to optimize the extraction and fermentation processes, ensuring that the beneficial compounds in rice water are maximized. Innovations such as incorporating other natural ingredients that complement rice water’s properties have led to the development of unique and highly effective products.
Product Insights
The rice water shampoo accounted for a revenue share of around 37% in 2023. The growing consumer preference for natural and organic ingredients in personal care products has driven interest in rice water, known for its rich nutrient content and hair-strengthening properties. Moreover, the increasing awareness of the environmental impact of conventional haircare products, prompting consumers to seek more sustainable and eco-friendly alternatives. Furthermore, advancements in cosmetic science have enabled the incorporation of rice water into formulations that maximize its benefits, attracting health-conscious consumers.
The rice water conditioner market is projected to grow at a CAGR of 8.6% from 2024 to 2030. The rise of holistic wellness trends has further boosted the popularity of rice water conditioners, as people look for comprehensive solutions that support both their health and the environment. Social media and beauty influencers have played a significant role in popularizing rice water, sharing positive testimonials and DIY recipes that showcase its benefits. Additionally, advancements in cosmetic science have enabled the development of more effective formulations, making rice water conditioners more appealing to a wider audience..
End-use Insights
The rice water haircare products demand among women accounted for a revenue share of around 72% in 2023. Women are increasingly prioritizing holistic wellness and self-care, leading them to choose products that support both their health and the environment. The shift towards natural and organic ingredients in personal care products also contributes to this trend. Furthermore, advancements in product formulations have made rice water haircare more accessible and effective, attracting a broader consumer base.
The demand for rice water haircare products among men is projected to grow at a CAGR of 7.9% from 2024 to 2040. Men are becoming more educated about haircare benefits. Influencers and beauty bloggers, such as those on platforms like YouTube and Instagram, often highlight rice water’s advantages, leading to higher adoption rates among men. Moreover, brands such as “The Ordinary” offer rice water products that are eco-friendly, aligning with the growing preference for sustainable grooming products.
Distribution Channel Insights
Sales through hypermarkets & supermarkets accounted for a revenue share of around 36% in 2023. These retail channels offer wide product selections and convenient access, allowing consumers to easily find and purchase rice water haircare products alongside other daily essentials. Hypermarkets and supermarkets also benefit from high foot traffic, increasing exposure and impulse purchases of such products. Promotional activities, such as discounts and special displays, further drive consumer interest and sales.
Sales through the online channel are estimated to grow at a CAGR of 9.1% from 2024 to 2030. Online platforms provide extensive product selections, allowing consumers to easily find and compare various rice water haircare options. The convenience of shopping from home, coupled with direct-to-door delivery, enhances the appeal of online purchases. Influencer endorsements and positive reviews on social media amplify the visibility and attractiveness of these products, driving consumer interest. Online retailers often offer detailed product descriptions and customer reviews, helping buyers make informed decisions.
Regional Insights
The rice water haircare products market in North America held around 31% of the global revenue in 2023. North American consumers are increasingly concerned about sustainability, making rice water products attractive due to their eco-friendly attributes. The expansion of e-commerce and online shopping has made these products more accessible to a broader audience. Furthermore, advancements in product formulations have enhanced the effectiveness of rice water haircare products, further driving their popularity in the region.
U.S. Rice Water Haircare Products Market Trends
The rice water haircare products market in the U.S. is expected to grow at a CAGR of 7.1% from 2024 to 2030. Consumers are increasingly seeking natural and organic ingredients, as evidenced by the popularity of products like Mielle Organics’ Rice Water Collection, which promotes healthy hair with minimal chemicals. Moreover, e-commerce platforms like Amazon make these products readily accessible, further increasing their appeal. Environmental concerns are also influencing choices, with many consumers preferring eco-friendly options like rice water products.
Asia Pacific Rice Water Haircare Products Market Trends
Asia Pacific rice water haircare products market accounted for a revenue share of around 37% in 2023. Rice water has long been a staple in traditional beauty practices in countries like Japan and Korea, with products like K-beauty brand Missha’s Rice Water Brightening Toner capitalizing on its historical benefits. Additionally, increasing awareness of holistic wellness and sustainable beauty practices is driving the demand for eco-friendly and effective haircare solutions. The growth of the middle-class and rising disposable incomes in countries like China and India also contribute to the expanding market. These factors combine to drive the growing demand for rice water haircare products in Asia Pacific.
Europe Rice Water Haircare Products Market Trends
Europe rice water haircare products market is projected to grow at a CAGR of 6.7% from 2024 to 2030. European brands are incorporating rice water into advanced formulations that enhance product effectiveness and appeal. Innovations in product texture and delivery methods attract discerning consumers. Increased globalization and cultural exchange have introduced traditional beauty practices from Asia to Europe. This has led to a greater appreciation for rice water’s historical and cultural significance. In addition, European brands are offering customizable haircare solutions that incorporate rice water, catering to individual hair needs and preferences, which enhances product appeal.
Key Rice Water Haircare Products Company Insights
The rice water haircare products market features both established global firms and emerging players. Key industry leaders prioritize product innovation in line with evolving consumer preferences. Leveraging extensive global distribution networks, these key players effectively reach diverse customer bases and tap into emerging markets.
Key Rice Water Haircare Products Companies:
The following are the leading companies in the rice water haircare products market. These companies collectively hold the largest market share and dictate industry trends.
Mamaearth
WOW Skin Science
The Body Shop
NatureLab Tokyo
Yao Secret
Briogeo
Hairfinity
Buds&Berries
Kiehl’s
Ouai Haircare
Recent Developments
In October 2022, As I Am, launched rice water collection which holds over 45 haircare-specific patents. This new, highly effective line delivers essential nutrients to promote hair growth, reduce hair loss, and combat breakage.
Rice Water Haircare Products Market Report Scope
Report Attribute
Details
Market size value in 2024
USD 1.30 billion
Revenue forecast in 2030
USD 2.03 billion
Growth rate
CAGR of 7.7% from 2024 to 2030
Historical data
2018 – 2023
Forecast period
2024 – 2030
Quantitative units
Revenue in USD million and CAGR from 2024 to 2030
Report coverage
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Segments covered
Product, end-use, distribution channel, region
Regional scope
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
Country scope
U.S.; Canada; Mexico; UK; Germany; France; Italy; Spain; China; India; Japan; Australia & New Zealand; South Korea; Brazil; South Africa
Key companies profiled
Mamaearth; WOW Skin Science; The Body Shop; NatureLab Tokyo; Yao Secret; Briogeo; Hairfinity; Buds&Berries; Kiehl’s; Ouai Haircare
Customization scope
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.
Pricing and purchase options
Avail customized purchase options to meet your exact research needs. Explore purchase options
Global Rice Water Haircare Products Market Report Segmentation
This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global rice water haircare products market report based on product, end-use, distribution channel, and region:
Product Outlook (Revenue, USD Million, 2018 – 2030)
Shampoo
Conditioner
Hair Masks
Serums
Hair Oil
Others
End-use Outlook (Revenue, USD Million, 2018 – 2030)
Distribution Channel Outlook (Revenue, USD Million, 2018 – 2030)
Regional Outlook (Revenue, USD Million, 2018 – 2030)
Frequently Asked Questions About This Report
b. The global rice water haircare products market was estimated at USD 1.23 billion in 2023 and is expected to reach USD 1.30 billion in 2024.
b. The global rice water haircare products market is expected to grow at a compound annual growth rate of 7.7% from 2024 to 2030 to reach USD 2.03 billion by 2030.
b. Asia Pacific dominated the rice water haircare products market with a share of over 36.89% in 2023. The growth of the regional market is mainly driven by the region’s deep-rooted cultural use of rice water in beauty routines and high consumer awareness of its benefits. The influence of K-beauty and J-beauty trends also drove significant demand.
b. Some of the key players operating in the rice water haircare products market include Mamaearth, WOW Skin Science, The Body Shop, NatureLab Tokyo, Yao Secret, Briogeo, Hairfinity, Buds&Berries, Kiehl’s, and Ouai Haircare.
b. Key factors that are driving the rice water haircare products market growth include the shift towards natural and organic products, the influence of K-beauty and J-beauty, social media trends, health and wellness considerations, and sustainability concerns.
