While scrolling through Instagram or TikTok recently, you might have noticed a flood of videos showing people bathing their hair in water that appears gloopy before displaying bouncy, glossy waves a like shampoo commercials. The substance that gives it a murky appearance is rice water, the main ingredient in the most current viral beauty trend, which influencers and celebrities alike claim gives them hair that is suitable for advertisements. Online hair influencers like Anisa Sojka, Bhawana Mehra, and Audrey Victoria are driving the rice water hair mask craze. Even Sojka, who has 530,000 followers and sells hair bows, scrunchies, and other accessories, stated that the mask made her hair grow more quickly. Even Cardi B claims to revive her freshly washed hair with a rice water tonic she makes by letting rice soak outside for 24 hours. The purported technique used to grow Kim Kardashian’s hair so long? Kim reportedly often uses a homemade rice water rinse to lengthen and thicken her hair, according to Kourtney Kardashian’s lifestyle blog Poosh. Since ancient times, rice has been soaked and rinsed in Japan to remove excess starch and to benefit from the water’s vitamin and mineral content as a beauty treatment, notably for the skin and hair. “Water either from cooking rice or from soaking rice has carbohydrates, amino acids, B vitamins, vitamin E, minerals, and antioxidants, which all aid with hair regrowth, in theory,” claims Dr. Anastasia Therianou, a dermatologist with expertise in hair issues who operates in London, England. Although Dr. Therianou notes that there isn’t any scientific evidence to support the claim that rice water treatments encourage hair development, she still thinks they will benefit your hair by making it smoother and shinier, especially if your strands are severely damaged.