Concentrated formula creates a rich, creamy lather for an ultra-nourishing, non-stripping cleanse. Formulated with Briogeo's Proprietary Rice Complex that help strengthen + protect hair from future damage. Sustainably formulated + packaged for minimal impact + maximum benefits. Rich Rice Shampoo Concentrate is a water-activated treatment shampoo infused with the optimal balance of rice protein + moisture to replenish severely damaged hair. Unique formula is 3x more concentrated than traditional shampoos and is sustainably packaged in a fully recyclable aluminum tube.