Why Is Rice Suddenly in Every Beauty Product?

Why Is Rice Trending in Beauty Right Now?

With K-beauty and rice going hand-in-hand, it only makes sense Korea’s hero beauty ingredient would extend to the United States. 

“In general, Korean beauty is having a big moment because of its forward-thinking innovation and accessible price points,” Gillis says.

In terms of fragrance, perfumer Erwan Raguenes sees rice rising because of its contribution to an emotional and sensory experience. 

“Rice brings a silky, comforting texture, and evokes soft ivory or milky white hues,” he explains. “It makes the fragrance feel luminous and cocooning. It also aligns with growing trends towards minimalism and skin-centric fragrances.”

Why Rice Has Been a K-Beauty Staple for Centuries

One step off a plane in Korea, and you’ll see rice on a meal table in no time. The starchy grain is already well-implemented into Korean culture. 

“Rice water has been used for centuries in Asian beauty routines to clean and maintain radiant skin,” Gillis says. “However, making it yourself at home can take a lot of effort and time to ferment, and is not shelf-stable for prolonged use. Now, brands are offering rice water products to make the process much easier, and new innovations are allowing brands to get more out of rice water, increasing its potency and efficacy. And now, [rice water products] are super accessible to consumers at mainstream stores such as Target and CVS.”

What Are the Beauty Benefits of Rice?

When it comes to fragrance, rice isn’t going to be the big, bold main character note. But it absolutely serves its own purpose.

“Rice has a soft, comforting scent with creamy, milky, and subtly nutty facets, often accompanied by a delicate powdery warmth,” Raguenes explains. “I see it as something skin-like and comforting, adding texture more than intensity.”

The perfumer also shares that rice-inspired accords pair well with particular notes to create memorable aromas.

“I’ve paired it with iris to enhance its elegant, powdery character,” he shares, “Or with white musks to create a soft, silky warmth and beautiful texture.”

Final Thoughts

Rice and rice water have been staples in Korean culture for ages, when it comes to cuisine, skincare, and hair care especially. But it’s been popping up more and more as of recently, including in fragrance. Experts share there are a few reasons for this: the mainstream rise of K-beauty in the United States, minimalistic beauty trends, and the rise of skin-centric fragrances (like musk, for example). Rice isn’t meant to be an overpowering aroma, but rather a soft, silky, texturizing ingredient that also protects and brightens the skin, while strengthening and revitalizing dull strands.