As a result of the pandemic, people began to place a greater emphasis on both their physical health and their external appearance. During the lockdown, rice water became a beauty trend that has since grown in popularity.

Some direct-to-consumer (D2C) companies have recently come out with products made with rice water to meet the growing demand for this trend.

Many well-known Indian hair care companies also now use this helpful ingredient as a key component of their shampoos, conditioners, and other hair care products.

Is this a new trend that you see as being a panacea for new direct-to-consumer brands?