Introducing izumi tonic, a strengthening and thickening haircare system powered by rice water.
Inspired by yu-zu-ru the ancient Japanese practice of bathing hair in rice water to add strength, thickness & shine.
hair is 30x stronger & thicker*
split ends are reduced by 91%*.
*system of shampoo, treatment & serum vs. non-conditioning shampoo.
the ancestral power of rice water
according to history, japanese women in the heian period had floor-length hair, which was maintained by giving hair regular rice baths.
our tokyo labs have unveiled the key proteins within rice water that promote hair strength and have infused it into our formulas. Rice water is known to help restore damage, dryness, elasticity and breakage.
the art of strength
the formulas come in shu uemura art of hair signature packaging in a contrasting black and white combination. the two opposite shades embody minimalism of japanese heritage, with a luxurious satin finish.
each product is delicately prepared with the invigorating izumi tonic scent. The fragrance opens with vibrant citrus top notes and combines with a fresh woody musk resembling a breathtaking rice field.
our new range for strength & thickness
fragile hair needs a ritual that will strengthen, thicken and polish the hair for radiance and shine: signaling healthy, well-maintained hair fibers.
shu uemura art of hair created a range to strengthen and thicken hair fibers inspired by this ancient tradition:
cleanse & repair
thicken & fortify
the power of izumi tonic