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SheaMoisture rolls out Purple Rice Water collection

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AMITYVILLE, N.Y. – SheaMoisture has introduced Purple Rice Water, an exciting new collection spanning across the hair, body and skin care categories.

The new SheaMoisture Purple Rice Water collection harnesses the rich history and benefits of the age-old ingredient for hair, skin and body. When used in hair care, Purple Rice Water is said to reduce friction, increase elasticity and close the cuticle, leaving hair soft and shiny. Additionally, the protein strengthens and fortifies brittle hair. When used on skin, Purple Rice Water is said to purifie, brighten and calm, resulting in 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,” said 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, which provides natural slip to detangle. Sulfate-free and tinted a light purple, the nourishing Shampoo and Conditioner 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 & Styler, Masque and Oil Serum are formulated to provide hydration and shine while preventing color from fading.

“Purple Rice Water is beneficial for those with dry skin and uneven skin tone,” said 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 for a silky, smooth result. 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 in July 2019.

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