15 Sep 2023 --- Over the past six months, beauty and wellness site Fresha has noticed a surging online interest in rice water worldwide, with a dramatic increase in consumer searches on the social media platforms Pinterest and TikTok. Meanwhile, on the supplier side, Innova Market Insights’ data shows a +35% CAGR in personal care launches with rice water mentioned on the packaging from April 2018 to March 2023.
