Shu Uemura’s Izumi Tonic

Rice water is having a serious moment on TikTok, but to harness its full power, you should not simply submerge your head in a pot of the stuff you make at home. One should expertly balance its concentration and amplify it with supportive ingredients like hydrating, fortifying ceramides. With their flair for the potent and precise, Shu Uemura has brought us the ultimate in the category—a leave-in treatment for strength, shine, volume, and manageability—Izumi Tonic Strengthening Energizing Water.

Combing through our newly silky hair and bragging about how long our styles were lasting, an honest-to-goodness hubbub took over VIOLET HQ. Obviously, we weren’t going to keep this all to ourselves, and quickly sent it to the Committee of Industry Experts for their stamp of approval.

“Definitely a permanent addition to my styling regimen. My coarse and disagreeable hair has found a savior in the Izumi Tonic. My hair is now soft, manageable, and silky. Shu Uemura has done it again!”

“This rice water tonic makes my hair noticeably stronger and silkier in just a few uses. It smells incredible and acts as a light detangler as well. My blowouts have never looked shinier!”

“This is a really nice product that visibly restored my hair.”

The life-changing weekly hair treatment known as Shu Uemura’s Izumi Tonic is officially VIOLET CODE APPROVED and has earned a place alongside the rest of the bestselling brand on THE SHELVES.