Comprehensive Snapshot of Rice-based Skincare Products Market Research Report, Including Regional and Country Analysis in Brief.
Industry: Consumer Goods
Delivery Timelines: Please Contact Sales
Published Date: May-2025
Format: PPT*, PDF, EXCEL
Number of Pages: 200
ID: PMRREP35367
The global rice-based skincare products market size is anticipated to rise from US$ 7.5 Bn in 2025 to US$ 15.2 Bn and is projected to witness a CAGR of 8.1% from 2025 to 2032. According to the Persistence Market Research report, the industry is gaining momentum as consumers embrace natural, traditional ingredients for radiant, healthy skin. Enriched with antioxidants, vitamins, and soothing properties, rice-derived formulations are redefining beauty routines. From cleansers to face masks, these products drive a clean, gentle, and effective skincare revolution worldwide.
Key Industry Highlights
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Global Market Attribute |
Key Insights |
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Rice-based Skincare Products Market Size (2025E) |
US$ 7.5 Bn |
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Market Value Forecast (2032F) |
US$ 15.2 Bn |
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Projected Growth (CAGR 2025 to 2032) |
8.1% |
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Historical Market Growth (CAGR 2019 to 2024) |
7.6% |
As awareness increases regarding the potential long-term effects of synthetic chemicals in personal care products, consumers are actively seeking safer, nature-derived alternatives with time-tested benefits. The rice water has gained widespread recognition for its versatility and skin-loving properties. Rich in amino acids, vitamins, and minerals, rice water offers gentle cleansing, skin brightening, and soothing effects, making it ideal for daily use, especially in toners and facial washes. Its fermented form, often used in Korean and Japanese skincare, enhances these effects by increasing the bioavailability of nutrients, providing deeper hydration, and antioxidant protection.
Anua rice enzyme brightening cleansing powder product transforms from powder to foam upon contact with water, offering customizable textures. Enriched with rice extract, it provides antioxidants and vitamins that brighten and soothe the skin.
MS Glamour Japanese rice water toner, infused with Japanese rice, hyaluronic acid, and probiotics, this toner boosts skin hydration, balances pH, and maintains a healthy microbiome, strengthening the skin barrier. It effectively shrinks visible pores, providing a refreshing feel and dewy radiance.
This preference aligns with the rising clean beauty movement, where consumers prefer ingredient transparency, minimal processing, ethical sourcing, and formulations suitable for sensitive or reactive skin types.
Despite the growing popularity of rice-based skincare products, their widespread acceptance in clinical dermatology remains constrained due to limited clinical validation and a lack of standardized formulations. Many rice-derived products rely on traditional knowledge or anecdotal evidence rather than rigorous, peer-reviewed trials, which raises concerns about consistency, efficacy, and safety. For instance, a study on rice ceramides supplementation demonstrated significant improvements in skin hydration and barrier function, but such studies are scarce, and standardized formulations are lacking, making it challenging for dermatologists to recommend these products confidently.
Additionally, variation in rice species, extraction methods, and formulation practices across brands leads to inconsistent results, making it difficult for dermatologists to confidently recommend such products.
Expanding online distribution networks are transforming the global reach of rice-based skincare brands, particularly in emerging markets where digital access is accelerating. These platforms enable companies to bypass traditional retail barriers, reaching consumers directly with clean-label moisturizers and creams that align with rising health and wellness trends.
In India, beauty e-commerce sales surged by 39% between June and November 2024 compared to the previous year, outpacing physical store growth of 3%.
In May 2024, Mama Earth launched a digital campaign for its Rice Facewash, inspired by Korean beauty traditions. The campaign features a narrative where a Korean intern discovers the product's benefits, emphasizing its gentle cleansing and hydrating properties.
E-commerce channels also allow for tailored marketing, product education, and easier cross-border trade, making it simpler for niche brands to establish a foothold in new regions. As demand for gentle, natural skincare rises, especially among digitally connected consumers, online channels are becoming a strategic avenue for growth, visibility, and customer engagement.
Face masks have emerged as the leading product type in the rice-based skincare segment, largely owing to their potent concentration of rice extracts and user-friendly application. These masks, often soaked in fermented rice water or enriched with rice bran oil, deliver intensive hydration, brightening, and anti-inflammatory benefits directly to the skin. Consumers favor them for their convenience, quick results, and ability to address specific concerns like dullness, uneven tone, and dryness. The rise of self-care routines and skincare rituals has further fueled their popularity, with sheet masks and wash-off variants becoming staples in daily and weekly regimens, especially in Asian beauty practices.
In early 2025, French pharmacy brand Gallinée introduced its Face Recovery Mask, combining fermented rice water with prebiotics and probiotics. This dual-action mask exfoliates and hydrates, catering to consumers seeking gentle yet effective skincare solutions.
In 2024, Beauty of Joseon launched Ground Rice and Honey Glow Mask, which blends ground rice with honey to exfoliate and nourish the skin, reflecting the K-beauty trend of using traditional ingredients for modern skincare needs.
In North America, the rising demand for rice-based skincare products is driven by growing consumer awareness of clean beauty and ingredient transparency. With increasing concerns about synthetic chemicals, consumers are seeking gentle, plant-based alternatives such as rice water, known for its soothing and brightening properties. Brands are responding by launching rice-infused cleansers, toners, and masks that align with sensitive skin needs and minimalist skincare routines.
The influence of K-beauty trends, coupled with expanding online availability and educational marketing, is further boosting interest. Additionally, the preference for vegan, cruelty-free, and eco-friendly formulations is pushing rice-based skincare into the mainstream beauty segment across the region.
In 2023, Procter & Gamble introduced a rice water-based facial cleanser under its skincare brand, focusing on gentle yet effective cleansing while harnessing the natural benefits of rice water for hydrated and radiant skin.
Similarly, in 2023, Unilever launched a rice water-infused moisturizer as part of its skincare line, highlighting its hydrating and soothing properties to address dryness and promote healthy skin barrier function.
In Europe, the demand for rice-based skincare products is gaining traction due to the region's strong focus on sustainability and ethical sourcing. Consumers are increasingly drawn to formulations that are eco-conscious, non-toxic, and derived from renewable natural resources like rice. The appeal of traditional, time-tested remedies, especially those influenced by Asian and Ayurvedic beauty philosophies, is merging with Europe’s emphasis on organic certifications and skin microbiome balance.
Additionally, dermatological concerns such as sensitivity and dryness, particularly in colder climates, are pushing consumers toward gentle, nutrient-rich options like rice-based moisturizers and masks. This convergence of ethical beauty and skin health is fueling market expansion.
In 2025, French pharmacy brand Gallinée introduced the Face Recovery Mask, formulated with fermented rice water, prebiotics, probiotics, kaolin clay, squalane, and shea butter. This dual-function mask exfoliates and hydrates, catering to dry and sensitive skin exacerbated by cold weather.
Asia Pacific dominates the rice-based skincare products market, driven by deep-rooted cultural trust in rice as a traditional beauty ingredient. In countries such as Japan, South Korea, China, and India, rice water and rice bran have long been revered for their skin-brightening, anti-aging, and soothing properties. The popularity of J-beauty and K-beauty globally has amplified this demand, with Asia Pacific brands innovating formulations featuring fermented rice and hybrid ingredients.
In 2024, Korean brand MIDHA launched a skincare line utilizing its patented "MIDHA Rice 8 Complex" technology. The range includes products like Rice Pure Toner, Rice Sebum Toner, Rice Milk Lotion, and Rice Serum, all formulated with rice bran water to brighten and moisturize the skin.
In 2024, Japanese drugstore brand Matsukiyo released the Pollu-Barrier Body Milk Brightening. This body milk is designed to moisturize and brighten the skin overnight, offering protection against environmental stressors like pollution. It contains ingredients such as glutathione, niacinamide, and vitamin C derivatives.
Rapid urbanization, rising disposable incomes, and a beauty-conscious younger demographic further fuel growth. Additionally, government support for natural cosmetics and booming e-commerce ecosystems are enabling widespread access to rice-infused skincare across urban and rural markets.
The global rice-based skincare products market is moderately fragmented, with numerous regional and niche players competing alongside established personal care brands. Competition is driven by innovation in product formulations, emphasis on clean-label ingredients, and differentiation through unique rice-derived technologies such as fermented extracts or micronized rice bran.
Companies focus on multifunctional products, eco-friendly packaging, and ethical certifications to align with consumer expectations. The rise of e-commerce and social media marketing has enabled smaller brands to gain visibility, while cross-regional influences such as K-beauty and J-beauty continue to shape product development and positioning strategies across markets. Strategic partnerships and digital campaigns are also intensifying competition.
Key Industry Developments
In September 2024, Anua introduced a three-step Rice Line designed to achieve the coveted "glass skin" look. The collection includes the Rice Enzyme Brightening Cleansing Powder, Rice 70 Glow Milky Toner, and 7 Rice Ceramide Hydrating Barrier Serum. These products aim to exfoliate, hydrate, and strengthen the skin barrier.
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Report Attribute |
Details |
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Historical Data/Actuals |
2019 – 2024 |
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Forecast Period |
2025 – 2032 |
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Market Analysis Units |
Value: US$ Bn/Mn, Volume: As applicable |
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Geographical Coverage |
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Segmental Coverage |
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Competitive Analysis |
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Report Highlights |
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Customization and Pricing |
Available upon request |
By Product Type
By End-user
By Distribution Channel
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The global rice-based skincare products market is projected to value at 7.5 bn in 2025.
The rice-based skincare products market is driven by rising consumer preference for natural and fermented ingredients.
The rice-based skincare products market is poised to witness a CAGR of 8.1% between 2025 and 2032
Expanding online distribution networks offer brands greater access to emerging markets, with growing demand for clean-label moisturizers and creams being the key market opportunities.
Major players in the rice-based skincare products market include Tatcha, The Face Shop, Skinfood, Innisfree, Shiseido, and others.
