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As I Am · Rice Water

Rice Water Shampoo

Shampoo / Gentle cleanser, gentle

  • Shampoo
  • Sulfate-free
  • Silicone-free
  • Cruelty-free · PETA-listed
Size8 fl oz
Price$9.99 Good valueseen at one store · 8 oz
Price / oz$1.25/ozat 8 oz
Where to buy1 store

Add it to your products. We’ll tell you if it’s ever recalled.

Scent:

No added fragrance, no scenting essential oils, and no declared fragrance allergens on the list.

Manufacturer page: asiamnaturally.com

Personal fit

Is this right for you?

Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.

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  • Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.

$49 with 60 days of follow-up questions and plan updates

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Priced with its peers

$1.25/oz at 8 oz, less than 57% of the 1544 shampoos , which mostly run $0.79–3.04/oz.

Price and stores

Great for

no fragrance (parfum) on the label
free of strong smells
Colour-treated hairthat fades faster in a sulfate wash
Frequent washerswho want gentler cleansing
Dry, thirsty hairhumectants and emollients both sit up front
Curly-method routinesno sulfates and no water-insoluble silicones

Maybe skip if

Heavy product buildupthis is not a clarifying wash
A squeaky-clean feelthis deliberately leaves conditioning behind
Foam-heavy washesit barely lathers
Dry or very humid airwhere heavy humectants work against you
Hard waterno chelator here to bind the minerals
If scent matters to younothing is added here

How much cleansing you need depends on how fast your scalp gets oily, how much product you layer and your water. The consultation works that out.

What the formula actually does

Read from the label, not the marketing

Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.

Cleansing strength Gentle

Removes light dirt and oil without stripping.

Expected lather Low

A thin, quick-collapsing lather.

Slip and detangling Moderate

Conditioning agents are present, lower in the list.

Water-binding (humectants) High

Humectants near the top: binding water is one of its main jobs.

Scalp active None

No over-the-counter scalp active.

Hard-water defence None

No chelating agent in the list.

Needs detergent to remove No

Nothing here needs a detergent wash to remove.

Protein Minor

Protein appears, low enough to be a supporting ingredient.

Fragrance None listed

No fragrance is listed.

from the formula stated by the brand reported by reviewers Scale: 1 dot low · 5 dots high, within this product type.

Ingredients that matter

The ingredients that change a decision

The workhorse ingredients, plus anything lower down that changes a decision. The chips name what an ingredient does. They are not safety scores, and no ingredient here is rated good or bad on its own.

IngredientWhat it doesWhy it mattersChip
WaterAqua/Water/Eau solvent The base everything else is dissolved in Neutral
Lauramidopropyl Hydroxysultaine amphoteric cleanser — Cleanses
Betaine humectant Pulls water into the hair Moisturizes
Sodium Chloride salt Thickens the formula Stabilizes
Oryza Sativa (Rice) Extract botanical extract A plant extract, there as much for marketing as for function Neutral
Ceramide NP ceramide Supports the cuticle surface Protein
Biotin vitamin A marketed vitamin addition Neutral
Phytosterols emollient Softens and smooths the strand Detangles
Copper Tripeptide-1 protein A small amount of protein Protein
What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols.
Full ingredient list (18)

In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.

  • 1 Water · Aqua/Water/Eau
    General function

    The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    • solvent
  • 2 Lauramidopropyl Hydroxysultaine
    General function

    A mild secondary cleanser. It boosts foam and softens the effect of the stronger detergent it is paired with.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitDry, coarse, or high-porosity hair

    Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.

    May suitVery dry or highly damaged hair

    One of the mildest detergent classes. It is usually there to let a formula lather without a harsher detergent doing the work.

    May not suitBuild-up-sensitive routines

    The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.

    PubChem
    • amphoteric cleanser
    • secondary cleanser
    • cleanser
  • 3 Betaine
    General function

    A sugar-beet derived humectant that binds water. Despite the name it is not a cleanser like cocamidopropyl betaine.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitDry, coarse, or high-porosity hair

    High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

    May suitVery dry or highly damaged hair

    Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

    DependsClimate-sensitive or frizz-prone hair

    A humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.

    PubChem
    • humectant
  • 4 Sodium Chloride
    General function

    Table salt. In shampoo it is used to thicken the liquid, not to treat the hair.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    PubChem
    • salt
    • thickener
  • 5 Oryza Sativa (Rice) Extract
    General function

    A rice extract used at low levels, usually alongside rice protein or rice bran oil.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    • botanical extract
  • 6 Ceramide NP
    General function

    A lipid that occurs naturally between cuticle scales; added to help hold the surface of damaged hair together.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitFrizz-prone, damaged, or high-friction hair

    Restoring surface lipids lowers friction between strands, which is where much of the roughness in damaged hair comes from.

    May suitProtein-sensitive hair

    A lipid, not a protein, despite sitting alongside proteins in most repair claims. It does not carry the stiffening effect.

    May suitVery dry or highly damaged hair

    Ceramides are the lipid class bleaching and heat deplete. Replacing them works on the surface layer rather than adding protein stiffness.

    PubChem
    • ceramide
    • emollient
  • 7 Biotin
    General function

    Vitamin B7, included for label appeal in thickening and growth-positioned products. Applied to hair it does not reach the follicle.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    PubChem
    • vitamin
  • 8 Phytosterols
    General function

    Plant lipids used to support the hair's own surface layer.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitFrizz-prone, damaged, or high-friction hair

    Deposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.

    • emollient
    • conditioning agent
  • 9 Inositol
    • humectant
    • conditioning agent
  • 10 Copper Tripeptide-1
    General function

    A copper-bound peptide used in thinning-positioned products. Evidence in hair is limited and mostly from skin research.

    Secondary ingredient

    Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

    DependsVery dry or highly damaged hair

    Unhydrolysed protein is too large to enter the strand. It sits on the surface, which is a coating effect rather than internal reinforcement.

    • protein
  • 11 Serenoa Serrulata Fruit Extract
    • botanical extract
  • ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
  • 12 Sodium Salicylate
    • preservative
    • exfoliant
  • 13 Polyquaternium-10
    General function

    A cellulose-based conditioning polymer that leaves a thin, static-reducing film. Very common in shampoos as the ingredient that keeps them from stripping.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitCurls or waves needing flexible hold

    Cationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.

    May suitFrizz-prone, damaged, or high-friction hair

    A cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    • conditioning agent
    • film former
    • polymer
  • 14 Citric Acid
    General function

    Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitBuild-up-sensitive routines

    Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.

    May suitFrizz-prone, damaged, or high-friction hair

    The acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.

    May suitGray, silver, or brass-prone hair

    Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.

    International Journal of Trichology
    • pH adjuster
    • hard-water chelator
  • 15 Ethylhexylglycerin
    General function

    A preservative booster that also adds a little softness. Almost always paired with phenoxyethanol.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitFrizz-prone, damaged, or high-friction hair

    Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

    PubChem
    • preservative
    • emollient
  • 16 1,2-Hexanediol
    General function

    A preservative booster that also holds a little moisture and helps other ingredients dissolve.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitFine or easily flattened hair

    Light and water-binding rather than oily, so it adds less weight than oils or butters do.

    May suitVery dry or highly damaged hair

    A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.

    DependsClimate-sensitive or frizz-prone hair

    A humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.

    PubChem
    • preservative
    • humectant
    • solvent
  • 17 Potassium Sorbate
    • preservative
  • 18 Sodium Benzoate
    • preservative

What the whole list adds up to

  • 5 preservatives
  • 3 humectants
  • 3 emollients
  • 2 solvents
  • 2 botanical extracts
  • 2 conditioning agents
  • 1 amphoteric cleanser
  • 1 secondary cleanser
  • 1 cleanser
  • 1 salt
  • 1 thickener
  • 1 ceramide
  • 1 vitamin
  • 1 protein

Ingredient list captured 2026-08-21. Formulas change, so check the package in your hand when an ingredient matters to you.

Price · 8 oz

Seen at $9.99 1 store · checked Aug 21
Good value under $14 Under $1.71/oz it costs less than three-quarters of the 8 products we score as doing the same job

Usually a good value. Most stores sell it under the $14 line, and products that do this job typically go for about $17 at this size.

Show the price ladder
Where we’ve seen it1 listing · 1 store

Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.

How we work this out
  1. 8 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
  2. Seen at $9.99 is the price we have observed for the 8 oz. We need three stores before we call a price commonly seen.
  3. Good value under $14 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.71/oz; at 8 oz that is $14. Under that line you are paying less than most of them.
  4. About $17 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 8 oz.

Formula

Formula score
10 of 10

A complete formula at an ordinary price: mid-range per ounce among shampoos, with the working systems in place.

How the score is counted
  • 1 products that do the same job cost less per ounce
  • Costs less per ounce than 57% of the 1544 shampoos we’ve priced
  • Covers 7 of the 7 things a shampoo should do
  • Reviewers mention 3 things they like about how it performs
  • A working detergent systemWhat actually removes oil and product.3 pts
  • Slip for detanglingReduces the force it takes to comb wet hair.2 pts
  • A humectantBinds water into the hair.1 pt
  • A hard-water chelatorBinds the minerals that dull hair in hard water.1 pt
  • A pH adjusterBrings the formula to the acidic pH hair prefers.1 pt
  • No detergent-dependent filmNothing that needs a clarifying wash to remove.1 pt
  • Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt

The formula score measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.

Does the same job, for less

Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.

Carol's DaughterLowest cost per oz Wash Day Delight Sulfate Free Shampoo For Curly Hair $0.81/oz $0.44/oz less
  • Sulfate-free
  • Protein-free
  • Gentle cleanse
· Close function
Function
  • Protein
  • Film formers
Also
  • Fresh scent, not unscented
  • Masstige tier
  • 16 oz bottle
Compare

See more alternatives in the product library

These products do a similar job. We haven’t matched them to you. Find the one that fits your hair, routine and budget

Suits every hair pattern

Final decision

Should you buy it?

A solid pick for the hair it suits
Best user

People sensitive to fragrance, for a formula with no added fragrance and a product with no scent

Biggest tradeoff

Not ideal for heavy buildup that needs a clarifying wash, anyone who wants a squeaky-clean feel, or anyone who wants a quick, foam-heavy shampoo

Best alternative if not

Carol's Daughter Wash Day Delight Sulfate Free Shampoo For Curly Hair for similar results at a lower price

We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.

Claims check

What the brand says, and what the formula shows

Claims are quoted from the brand. We mark a claim supported, partly supported or conflicting only when the ingredient list speaks to it. Everything else stays "stated by the brand". That isn’t a criticism: most claims can’t be checked from a label.

1
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
4
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
A flash foam shampoo that moisturizes & cleanses hair

Humectants or rich emollients sit in the first eight ingredients.

  • Betaine
  • Ceramide NP
  • Phytosterols
Supported

Helps hair feel hydrated.

Strengthens hair up to 124%

A brand-run study. We report it as stated and do not repeat the number as fact.

—

Stated by brand

Only the brand’s testing shows this.

Moisturizes hair up to 21%

A brand-run study. We report it as stated and do not repeat the number as fact.

—

Stated by brand

Only the brand’s testing shows this.

Eases wet combing up to 55%

A brand-run study. We report it as stated and do not repeat the number as fact.

—

Stated by brand

Only the brand’s testing shows this.

Improves wet detangling up to 51%

A brand-run study. We report it as stated and do not repeat the number as fact.

—

Stated by brand

Only the brand’s testing shows this.

How to read this

We look at the first 10–15 ingredients and what they do in a formula, not at the marketing. If the list doesn't speak to a claim, we don't assume.

Reviewers

What people report

Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.

Several reviewers say the shampoo leaves hair feeling noticeably softer.

Reviewers with fine or dry, wavy hair

Several reviewers say the shampoo cleans thoroughly and rinses away product without leaving hair heavy.

Reviewers across hair types

Some reviewers say their hair looks and feels healthier with regular use.

Reviewers across hair types

More from As I Am

How this page was made

  • Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one product.
  • The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
  • Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
  • The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
  • 6 sources consulted for this product (5 manufacturer or regulatory, 1 retailer, 0 editorial), last checked 2026-10-31.
  • Ingredient references are linked for 6 of 9 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
  • We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
  • Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
  • Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
  • This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
  • Formula readings: derivation v23. Record last updated 2026-08-25.

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