This Izumi Tonic Strengthening Shampoo gently cleanses, repairs, and thickens fragile hair. formulated with rice water to strengthen and repair, izumi tonic shampoo leaves hair 30x stronger* and reduces split ends by up to 91%*. This shampoo provides a deep yet gentle cleanse while strengthening and adding nourishment to hair. It features a lightweight formula that cleanses and thickens without stripping hair of its hydration. Inspired by a japanese haircare tradition, the izumi tonic range is formulated with rice water, known to restore damage, prevent future breakage, and reveal healthier & smoother hair. We source our rice water from hyogo, japan in an eco-friendly manner. *system of shampoo, treatment & serum vs. non-conditioning shampoo.