Rice Shampoo Bar Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Nature (Organic, Regular), By Hair Type (Dry, Oily, Curly, Color-Treated, Normal), By Distribution Channel (Supermarket & Hypermarket, Specialty Stores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.27 Billion
CAGR (2026-2031)	8.04%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2031)	USD 2.02 Billion

Market Overview

The Global Rice Shampoo Bar Market will grow from USD 1.27 Billion in 2025 to USD 2.02 Billion by 2031 at a 8.04% CAGR. The Global Rice Shampoo Bar Market comprises solid, waterless hair cleansing formulations infused with rice water or proteins, designed to promote hair health while eliminating plastic packaging. The primary drivers supporting growth include the intensifying global shift toward zero-waste personal care and the increasing consumer preference for compact, travel-friendly beauty solutions. This momentum is reinforced by the broader trajectory of the natural cosmetics industry, which provides the essential commercial ecosystem for these niche products. According to NATRUE, in 2024, the natural beauty sector was projected to grow by 4.4%, building upon a valuation of USD 13.17 billion in the preceding year, indicating a robust environment for rice-based solid innovations.

Despite this expansion, the market faces a significant challenge regarding consumer adaptation to the solid format. Many users accustomed to traditional liquid shampoos perceive solid bars as less effective in lathering or conditioning, creating a psychological barrier to initial trial and adoption. Furthermore, the premium pricing of high-quality rice bars relative to conventional mass-market liquids limits accessibility for price-sensitive demographics, potentially impeding widespread market expansion.

Key Market Drivers

The global rice shampoo bar market is primarily propelled by the escalating consumer demand for zero-waste and plastic-free packaging. As environmental consciousness deepens, consumers are actively rejecting single-use plastics in favor of solid formats that offer a tangible reduction in ecological footprint. This shift is not merely ideological but measurable in industrial impact; according to Sustainability Magazine, May 2025, Lush's Green Hub facility reported processing 1,702 tonnes of solid waste in 2024, exemplifying the industrial scale of circular economy commitments that define this sector. This momentum is further bolstered by the broader growth of the ethical personal care sector, which provides the necessary commercial foundation for niche solid formats to thrive. According to the Soil Association, in 2025, the organic beauty and wellbeing market grew by 6.5% in 2024, creating a robust environment for sustainable innovations like rice-based bars.

Simultaneously, the market is being driven by the influence of social media trends promoting traditional beauty rituals, specifically the proven efficacy of rice water for hair strengthening. Platforms like TikTok have democratized access to ancient hair care secrets, creating viral demand for rice protein-infused products that promise increased density and shine. According to National Health Magazine, October 2025, content tagged with rice water on TikTok had amassed a staggering 986 million views, signaling immense consumer engagement with this specific ingredient. This digital enthusiasm allows brands to market rice shampoo bars not just as eco-friendly alternatives, but as high-performance treatments validated by massive online communities, thereby overcoming potential hesitation regarding the solid format's efficacy.

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Key Market Challenges

Based on the provided overview, a critical challenging factor hampering the growth of the Global Rice Shampoo Bar Market is the premium pricing and limited accessibility of these products relative to mass-market liquid alternatives. While rice-based solid bars offer sustainable benefits, their formulation often requires higher-grade natural ingredients and specialized manufacturing processes that drive up unit costs. This price disparity creates a substantial economic barrier for the average consumer, effectively categorizing rice shampoo bars as a luxury or niche item rather than a viable daily essential for the broader population. Consequently, price-sensitive demographics are deterred from transitioning away from conventional, lower-cost liquid shampoos, stalling mass market adoption.

This economic friction is substantiated by recent consumer sentiment data within the natural beauty sector. According to the Soil Association, in 2025, 31% of consumers anticipated being financially worse off in the year ahead, underscoring a continued sensitivity to price points that directly impacts purchasing decisions for sustainable personal care products. This financial caution forces many potential users to prioritize affordability over environmental or ingredient benefits, thereby restricting the total addressable market for rice shampoo bars. As long as these solid formulations remain significantly more expensive than standard liquids, their expansion will be confined to affluent consumer segments, preventing the category from achieving widespread commercial scale.

Key Market Trends

The Proliferation of Fermented Rice Water Formulations is reshaping product development as manufacturers move beyond generic rice extracts to advanced, bio-active ingredients. Brands are increasingly leveraging the fermentation process to enhance the bioavailability of inositol and antioxidants, positioning these bars as potent, high-performance treatments rather than simple eco-friendly alternatives. This shift addresses the growing consumer scrutiny regarding ingredient authenticity and potency in the natural beauty sector. The demand for such verified organic characteristics is substantial; according to Happi, April 2025, in the 'Here's What Consumers Seek in Haircare' report, consumer discussions regarding natural and organic product attributes in the haircare sector surged by 35% year-over-year, driving brands to reformulate with fermented inputs to meet this intensifying expectation.

Simultaneously, the Emergence of Scalp Microbiome-Focused Solutions is expanding the market’s scope from hair strand conditioning to holistic scalp ecosystem management. Formulators are utilizing the postbiotic properties of fermented rice water to create bars that claim to balance scalp pH and microbiome diversity, thereby differentiating rice-based solids from conventional soap bars. This trend aligns with the broader "skinification" of hair care, where consumers treat scalp health with the same rigor as facial skincare. This strategic pivot is supported by broader category dynamics; according to Cosmetics Business, October 2025, sales of leave-in scalp treatments grew by 19% across Europe in the first half of the year, indicating a fertile commercial environment for rice shampoo bars effectively marketed as scalp-health innovations.

Segmental Insights

The Online segment is anticipated to witness the fastest growth within the Global Rice Shampoo Bar Market due to increasing consumer preference for digital shopping convenience. This expansion is primarily fueled by the proliferation of e-commerce platforms and company-owned websites that offer a wider variety of product specifications compared to brick-and-mortar stores. Additionally, the direct-to-consumer model allows brands to effectively communicate the specific hair care benefits of rice extracts to a global audience. Consequently, higher smartphone adoption and improved logistics are securing the dominance of online retail channels for this specific personal care category.

Regional Insights

Asia Pacific maintains a dominant position in the global rice shampoo bar market, primarily driven by the extensive historical usage of rice derivatives for hair maintenance in East Asian cultures. The region benefits significantly from being the largest global producer of the essential raw material, ensuring cost-effective and consistent supply chains for manufacturers. Additionally, the rising consumer shift toward organic personal care in densely populated markets like China and India supports substantial product adoption. Local production capabilities allow brands to cater effectively to regional preferences for natural ingredients, securing the region's market leadership.

Recent Developments

• In December 2024, Ethique announced a comprehensive rebranding and product redesign initiative, which included updates to its solid shampoo bar range. The company introduced new ergonomic shapes for its bars to improve usability and distinction between product types, alongside clearer naming conventions to help consumers identify the right products for their hair needs. As part of its innovation strategy, Ethique also highlighted its fermented rice water variant, designed to support scalp microbiome health, reinforcing its commitment to sustainable, science-backed haircare solutions in the global market.
• In September 2024, Kitsch’s Rice Water Protein Strengthening Solid Shampoo received significant industry attention when it was featured by Cosmetic Executive Women (CEW). The product was highlighted for its formulation containing rice water to repair damaged follicles and prevent split ends, as well as its eco-friendly credentials, being 100% compostable and plastic-free. This recognition underscored the growing consumer demand for effective, sustainable haircare options and solidified Kitsch's position as a key player in the rice shampoo bar market.
• In July 2024, Viori expanded its product portfolio with the launch of new scents as part of its Hawai'i Collection for its rice water shampoo bars. This expansion aimed to offer customers a wider variety of sensory experiences while maintaining the brand's core formulation based on Longsheng rice water, known for its hair-strengthening properties. The launch leveraged Viori's partnership with the Red Yao tribe and its focus on cultural heritage, further diversifying its offerings in the competitive natural haircare sector.
• In March 2024, Viori introduced a new Tea Tree Mint Shampoo Bar, extending its range of rice water-infused solid bars to cater to specific scalp concerns. This new formulation combined the brand's signature Longsheng rice water with tea tree and mint essential oils, targeting customers seeking clarifying and soothing benefits for their scalp. The launch demonstrated the company's responsiveness to market trends favoring functional ingredients and addressed a broader spectrum of hair and scalp types within the solid shampoo category.

Key Market Players

• Viori Beauty LLC
• Kitsch LLC
• Yao Secret LTD
• TERRA MÍSTICA d.o.o.
• Seek Bamboo LLC
• Airnex LLC
• KinKind Limited
• Clean Earth Soap Company
• Sunday's Company
• Okoboji Soap Company

By Nature	By Hair Type	By Distribution Channel	By Region
Organic Regular	Dry Oily Curly Color-Treated Normal	Supermarket & Hypermarket Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Rice Shampoo Bar Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Rice Shampoo Bar Market, By Nature:

• Organic
• Regular

• Rice Shampoo Bar Market, By Hair Type:

• Dry
• Oily
• Curly
• Color-Treated
• Normal

• Rice Shampoo Bar Market, By Distribution Channel:

• Supermarket & Hypermarket
• Specialty Stores
• Online
• Others

• Rice Shampoo Bar Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE