Searches for rice water skincare are surging right now, with more people turning to low-cost, natural alternatives in their routines. According to new data from Fresha, the global beauty and wellness booking platform, searches for “rice face wash” have reached around 160,000 per month, highlighting just how quickly this DIY trend is gaining traction.
But while rice water may be having a viral moment, experts say it is not quite the miracle, all-in-one solution social media might suggest.
What is rice water skincare?
Rice water is exactly what it sounds like, the starchy water left behind after soaking or boiling rice. While it may feel like a new discovery, it actually has deep roots in traditional East Asian beauty practices, where it has long been used to support both skin and hair health.
Its recent resurgence reflects a wider shift in beauty, a move towards simpler, ingredient-led routines and a growing curiosity around natural, at-home alternatives.
Image courtesy of Space NK
Why is rice water trending now?
The rise in popularity is being driven by a combination of factors, from TikTok tutorials to more cost-conscious beauty habits.
As consumers become more ingredient-aware, there is a noticeable move away from complicated, multi-step routines and towards accessible, back-to-basics approaches.
As one expert from Fresha explains, the appeal is clear. Rice water feels simple, affordable and low-risk, making it an easy entry point for those experimenting with skincare.
What are the benefits of rice water?
When used correctly, rice water can offer some gentle, supportive benefits within a wider routine.
Hydration and softening – It contains starches and amino acids that can help leave the skin feeling softer and smoother.
A subtle brightening effect – Some users notice a temporary glow, largely due to how it sits on the skin’s surface.
Soothing properties – For certain skin types, it may help calm mild irritation or sensitivity.
Supporting the skin barrier – When paired with well-formulated skincare, rice water can complement barrier-repair routines.
Anua’s Rice 70+ Glow Milky Toner is a highly rated rice water product for those looking to try out the beauty benefits as a first step.
When rice water does not work
Despite the hype, rice water is not a replacement for core skincare, and this is where many people go wrong.
One of the biggest misconceptions is using rice water as a cleanser. It does not effectively remove SPF, makeup, or excess oil, which means relying on it alone can lead to congestion, breakouts, and an impaired skin barrier.
It is also not suitable for everyone. You may want to avoid or limit rice water if:
- You are using it in place of a proper cleanser
- You have acne-prone or easily congested skin
- You are applying it too frequently, leading to build-up
- You are experimenting with fermented rice water without understanding how your skin reacts
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Rice Water Wash: Most In-Demand
The rise of rice water is part of a much bigger shift happening in beauty right now.
Consumers are becoming more experimental, moving away from rigid routines and instead building skincare around individual ingredients and perceived benefits. While this can be empowering, it also comes with a need for balance.
DIY skincare can be a great way to better understand your skin, but it should not replace the fundamentals. Of course, a good, natural-as-possible, non-stripped facial wash is usually recommended, which is potentially why ‘rice water wash’ is the most trending of all rice water products.
How to use rice water properly
If you are curious to try it, think of rice water as an addition, not a replacement.
For most people, it works best when used alongside a consistent routine that still includes:
- A gentle, effective cleanser
- Targeted treatments such as serums
- A moisturiser to support the skin barrier
- Daily SPF
Final thoughts
Rice water skincare is not going anywhere anytime soon, but its role is often misunderstood.
While it can offer light, supportive benefits, it is not a miracle product or a shortcut to great skin. The real takeaway from this trend is not just about rice water itself, but how consumers are redefining their approach to skincare, prioritising simplicity, ingredients, and accessibility.
As always, the key is balance, understanding what works, what does not, and where trends fit into a routine that is built for your skin.
