izumi tonic strengthening shampoo

rice water is the starchy water that is produced after soaking or cooking rice in boiled water. after 2-3 days, a nourishing rice water remains to deliver even more vitamins & antioxidants. rice water is rich in amino acids and is known to restore damage, prevent future breakage and reveal healthier & smoother hair. it is thought to contain amino acids, b vitamins, vitamin 3, minerals and antioxidants.

‘izumi’ means ‘fountain’ in japanese, which anchors in the shu uemura art of hair brand heritage. it also illustrates the yu-su-ru tradition of bathing the hair with rice water, a centuries old practice where geishas would dip their long hair in rice water to promote overall hair health, strength and shine.

izumi tonic strengthens and thickens fragile hair while reducing the appearance of split ends and breakage. when used as a system, hair is left 30x stronger and thicker and split ends are reduced by 91%.

all shu uemura art of hair products are color safe including the izumi tonic collection. the izumi tonic collection will help to strengthen any damage created from color or lightener services.

the izumi tonic collection is ideal for curly, wavy or straight hair types and fine to medium hair texture. izumi tonic helps to strengthen hair that is fragile due to mechanical damage from heat or tools.

when we were creating izumi tonic, we knew that without the right balance of ingredients, rice water can create protein overloads which may cause damage, dryness, and breakage. our tokyo labs investigated the composition of rice water and unveiled the key proteins that deliver strength to hair without drying the hair out or causing damage. izumi tonic uses rice water proteins that are extracted using a unique method to deliver all the beneficial properties of rice water without the overload of proteins. the result is a product line that leaves hair stronger, thicker, shinier and prevents breakage.