What it is: A strengthening shampoo infused with Japanese rice water to gently cleanse, repair, and visibly thicken fragile hair—without stripping away hydration. Hair Type: Straight, Wavy, Curly, and Coily Hair Texture: Fine and Medium Hair Concerns:- Thinning - Volumizing- Damage, Split Ends, and Breakage Key Benefits: - Leaves hair 30X stronger and visibly increases hair diameter- Reduces split ends by up to 91 percent and protects against future damage- Leaves strands soft, smooth, and shiny Highlighted Ingredients:- Rice Water: Is rich in amino acids, vitamins, and antioxidants that help restore damaged hair and prevent future breakage. Ingredient Callouts: This product comes in recyclable packaging. What Else You Need to Know: Inspired by yu-su-ru, the centuries-old Japanese beauty tradition of bathing hair in rice water, the Izumi Tonic range helps restore damaged strands, guards against future breakage, and reveals healthier, smoother hair. This strengthening shampoo provides a deep cleanse without stripping hair of essential hydration. The precious rice water it contains is sourced from Hyogo, Japan in an eco-friendly manner. Fragrance Description: The vibrant, woody, musky fragrance reinterprets a breathtaking rice-field horizon. It opens with bergamot and lemon top notes and unfolds with a heart of precious ylang-ylang, iris, and sweet rice water resting on a base of sandalwood and vanilla. Clinical Results: In a controlled study using a system of Izumi Tonic Shampoo, Mask and Serum- Hair diameter is thicker, hair is shinier- Hair is 30x stronger** When used system of Izumi Tonic Shampoo + Mask + serum vs. non. Conditioning shampoo- Appearance of split ends is reduced by 91%****When used system of Izumi Tonic Shampoo + Mask + serum vs. non. Conditioning shampoo