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SheaMoisture debuts Purple Rice Water collection

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AMITYVILLE, N.Y. — SheaMoisture has introduced the Purple Rice Water line, a collection of products that spans hair, body and skin care categories.

According to the brand, Purple Rice Water is formulated to care for hair by  reducing friction, increasing elasticity and closing the cuticle, leaving hair soft and shiny. In addition, the protein strengthens and fortifies brittle hair. In caring for the skin, Purple Rice Water helps to brighten and calm to help promote a radiant complexion.

“When diving deeper into the benefits of Purple Rice Water, we knew that a full-range collection, inclusive of hair, skin and body offerings, would be the most impactful,” says Kimberly Paige, chief operating and brand officer for Sundial Brands, manufacturer of SheaMoisture. “Understanding that hair can become dull and lackluster because of harsh chemical treatments, we wanted to create products that lock in color to prevent pre-mature fading while also supporting hair health. The high content of hydrating vitamins B and E, and amino acids found in Purple Rice Water are powerful yet gentle, making this collection ideal for those with dry hair weakened by color treatments.”

The hair care products combine Purple Rice Water with wild orchid extract to retain hair’s moisture and sweet violet extract to help detangle. Sulfate-free and tinted a light purple, the shampoo and conditioner are designed to cater to all color-treated hair types but are especially useful for blonde tones or lighter highlights, as the purple pigment neutralizes and rids hair of brassy, yellow tones.

The Primer and Styler, Masque and Oil Serum are formulated to provide hydration and shine while helping color from fading.

“Purple Rice Water is beneficial for those with dry skin and uneven skin tone,” says Paige. “The wild orchid and papaya extracts work synergistically to exfoliate and dissolve dead skin cells due to naturally occurring alpha-hydroxy acids, resulting in a clearer complexion.”

The gentle Cleansing Face Polish, lightweight Gel Cream, and soothing Facial Mask are designed to exfoliate and soften skin, resulting in a velvety look and feel. The Bar Soap, Body Wash, Body Lotion and Rice Scrub work in tandem to soothe and hydrate. The brand said the comprehensive collection brings an ancient ingredient into modern times to help achieve hydrated hair and skin.

Purple Rice Water Hair

  • Strength + Color Care Conditioner ($10.99)
  • Strength + Color Care Masque ($11.99)
  • Strength + Color Care Oil Serum ($11.99)
  • Strength + Color Care Primer & Styler ($12.99)
  • Strength + Color Care Shampoo ($10.99)

Purple Rice Water Skin

  • Velvet Skin Cleansing Face Polish ($11.99)
  • Velvet Skin Facial Mask ($15.99)
  • Velvet Skin Gel Cream ($12.99)

Purple Rice Water Body

  • Velvet Skin Bar Soap ($5.99)
  • Velvet Skin Body Lotion ($11.99)
  • Velvet Skin Body Scrub ($11.99)
  • Velvet Skin Body Wash ($10.99)

The collection is cruelty-free, without sulfates, parabens, phthalates, mineral oil or propylene glycol.

SheaMoisture Purple Rice Water collection is available at Ulta.


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