A strengthening shampoo infused with Japanese rice water to gently cleanse, repair, and visibly thicken fragile hair—without stripping away hydration.

Inspired by yu-su-ru, the centuries-old Japanese beauty tradition of bathing hair in rice water, the Izumi Tonic range helps restore damaged strands, guards against future breakage, and reveals healthier, smoother hair. This strengthening shampoo provides a deep cleanse without stripping hair of essential hydration. The precious rice water it contains is sourced from Hyogo, Japan in an eco-friendly manner.

Why We Love It:

• Leaves hair 30X stronger and visibly increases hair diameter
• Reduces split ends by up to 91 percent and protects against future damage
• Leaves strands soft, smooth, and shiny