yu-su-ru: inspired by centuries of tradition
according to history, japanese women in the Heian period had floor-length hair by maintaining its health in giving it regular rice water baths.
this ancient tradition known as yu-su-ru was also used by geishas on their hair before combing it to smooth their hair and skin.
our tokyo labs have investigated the composition of rice water, to unveil the key proteins for hair strength. rice is known for restoring damaged cells and hair permeability, moisture and elasticity to hair, delivering anti-breakage resulting in healthier hair.
our rice is consciously sourced in hyogo, through a symbiotic, eco-friendly farming method in its local ecosystem
the ancestral power of rice water, powered by science
fragile hair tends to appear brittle and weak, thinning from breakage, dull from open cuticles and split ends.
fragile hair needs a strengthening ritual that will reinforce, thicken and polish the hair for radiance and shine: signaling healthy, well-maintained hair fibers. shu uemura art of hair has created a range inspired by centuries of tradition to strengthen, thicken and bring radiance to hair.
shu uemura art of hair launches its first strengthening & thickening range
shu uemura art of hair has formulated an exclusive dosage of rice water powered by science for an inside out action on fiber. its combination of rice water and the serum loaded with ceramides fill the fiber to strengthen by preserving it from breakage & damage while counteracting any protein overloads, leaving hair stronger, thicker and shinier.
the formulas come in shu uemura art of hair signature packaging in a black and white combination design as a piece of art. the opposite shades embody the minimalism of japanese heritage with a luxurious satin finish. each product is delicately prepared with its iconic izumi tonic fragrance of wooden, citrus and vanilla notes, reinterpreting a breathtaking rice field horizon.
izumi tonic infused with rice water hair care routine
izumi tonic strengthening shampoo
strengthening rice water shampoo for all types of fragile hair.
izumi tonic strengthening conditioner
strengthening rice water conditioner for all types of fragile hair.
izumi tonic strengthening hair mask
strengthening rice water hair mask for all types of fragile hair.
izumi tonic strengthening energizing water
strengthening rice water treatment for all types of fragile hair.
izumi tonic thickening serum
thickening rice water serum for all types of fragile hair.
izumi tonic hair treatment set
strengthening, thickening & nourishing set for fragile hair.
use code hairset10 for 10% off.
izumi tonic rice water hair strengthening set
rice water strengthening & hair thickening product set for fragile hair.
use code hairset10 for 10% off.
izumi tonic hair strengthening treatment set
rice water strengthening & hair thickening product set for fragile hair.
use code hairset10 for 10% off.
