Active Concepts has launched ACB Rice Water, a hair care treatment designed to accelerate growth and rejuvenate damaged hair.
The US company said the growing popularity of at-home hair treatments has given rise to #ricewater, a trend that gained attention on TikTok and social media.
Rice has been shown to have both nutritional and therapeutic benefits in Ayurvedic medicine, thus Active Concepts “went the extra mile and created ACB Rice Water SF using the oldest known biotechnological technique of fermentation”.
The use of fermented biomass allows for “efficient extraction on a cellular level in order to enhance natural, active ingredients,” it added.
Active Concepts said ACB Rice Water SF has been shown in studies to maintain and enhance hydration when compared to the untreated and H2O control.
“ACB Rice Water SF is a suitable addition to finished formulas intended to promote hair hydration. Protect hair humidity by using 5.0 percent ACB Rice Water SF in DI water,” the company said.
“Furthermore, ACB Rice Water SF has a shinier and smoother texture than the DI water treated sample and a comparable look to the unexposed control."