SheaMoisture’s Purple Rice Water line leaves skin, hair refreshed
SheaMoisture is targeting hair, body and skin care with its new collection.
The Purple Rice Water line’s key ingredient is also known as “forbidden rice,” was once withheld from the public by the wealthy and royals in Ancient China, and dates further back to the Heian Period, the company said.
Used by women in the Japanese culture and referred to as Yu-Su-Ru, Rice Water is used as part of their daily hair routine for stronger and shinier tresses.
In addition, the ingredient is known for its ability to survive in harsh environments due to its high concentration of anthocyanin, which is an antioxidant that works to help skin recover from and protect against environmental damage, the company said.
SheaMoisture’s Purple Rice Water, when used for hair care, reduces friction, strengthens and fortifies brittle hair, increases elasticity and closes the cuticle for soft and shiny hair due to the added wild orchid extract and sweet violet extract.
When used on the skin, the product purifies, brightens and calms skin, which results in a radiant complexion, the company said.
“When diving deeper into the benefits of Purple Rice Water, we knew that a full-range collection, inclusive of hair, skin, and body offerings, would be the most impactful,” Kimberly Paige, the chief operating and brand officer for Sundial Brands, manufacturer of SheaMoisture said. “Understanding that hair can become dull and lackluster because of harsh chemical treatments, we wanted to create products that lock in color to prevent pre-mature fading while also supporting hair health. The high content of hydrating vitamins B and E, and amino acids found in Purple Rice Water are powerful yet gentle, making this collection ideal for those with dry hair weakened by color treatments.”
Featured products part of the Purple Rice Water collection includes the Strength + Color Care conditioner, masque, oil serum, primer & styler and shampoo.
The Skin line contains the Velvet Skin Cleansing face polish, facial mask and gel cream.
Last but not least, the Body collection features the Velvet Skin bar soap, body lotion, body scrub and body wash.
“Purple Rice Water is beneficial for those with dry skin and uneven skin tone,” Paige said. “The wild orchid and papaya extracts work synergistically to exfoliate and dissolve dead skin cells due to naturally occurring alpha-hydroxy acids, resulting in a clearer complexion.”
Currently, the collection is cruelty-free, made without the use of sulfates, parabens, phthalates, mineral oil and propylene glycol, and can be found on Ulta Beauty shelves.
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