Target New ArrivalsHalloweenChristmasGift IdeasClothing, Shoes & AccessoriesHome & DecorKitchen & DiningPatio, Lawn & GardenGroceryHousehold EssentialsBabyBeautyTarget Beauty StudioPersonal CareSports & OutdoorsPetsHealthWellnessSchool & Office SuppliesToys & GamesElectronics & TechVideo GamesBooks, Music & MoviesParty SuppliesGift CardsShop by CommunityTarget OpticalDealsClearanceNew ArrivalsHalloweenChristmasGift IdeasTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores
Kitsch Strengthening Rice Water Shampoo - 12 fl oz - 2 of 4Kitsch Strengthening Rice Water Shampoo - 12 fl oz - 3 of 4Kitsch Strengthening Rice Water Shampoo - 12 fl oz - 4 of 4
Kitsch Strengthening Rice Water Shampoo - 12 fl oz - 1 of 4

Kitsch Strengthening Rice Water Shampoo - 12 fl oz

10 Questions
$13.99

In Stock

Eligible for registries and wish lists
Save 5% every day
With Target Circle™ Card (restrictions apply)

At a glance

About this item

Highlights

  • Rice Tein NPNF® Instantly Promotes Natural Shine in 1 use1
  • Rice Tein NPNF® Binds to Hair to Promote Healthy Appearance & Volume in 5 uses1
  • Cleanses and strengthens thin, fine, & damaged hair
  • 88% Bio-based formula
  • Free from parabens, phthalates, silicones, and harsh sulfates such as SLS & SLES
  • Color-safe and gentle on hair
  • Cruelty-free
  • Made in USA with packaging that is made from PCR (post-consumer recycled) materials

Description

The Kitsch Strengthening Rice Water Protein Shampoo refreshes and strengthens fragile strands. Formulated with Rice Tein NPNF ® ️clinically tested to instantly promote natural shine in 1 use, while effectively binding to hair to promote healthy appearance and boost volume in 5 uses.1 Free from parabens, phthalates, silicones, SLS and SLES, it delivers a gentle, color-safe cleanse. Packaged in PCR (post-consumer recycled) materials, this cruelty-free, bio-based shampoo supports sustainable hair care without compromising performance.
Scent: White Tea, Mandarin
Hair Type: Fine
Health Facts: Silicone-Free, Phthalate-Free, Vegan, Paraben-Free
Product Warning: Keep out of reach of children
Product Form: Liquid
Sustainability Claims: Cruelty-Free
Beauty Purpose: Strengthening, Shine Enhancing, Volumizing
TCIN: 94755155
UPC: 840455505886
Item Number (DPCI): 063-00-4325
Origin: Assem USA w/foreign/dom. parts
If the item details aren’t accurate or complete, we want to know about it.

Ingredients:

water/aqua/eau, cocamidopropyl betaine, sodium c14-16 olefin sulfonate, sodium cocoyl isethionate, cocamide mipa, glycerin, propanediol, glycol distearate, sodium chloride, coco-glucoside, hydrolyzed rice protein, sodium methyl cocoyl taurate, polyquaternium-7, helianthus annuus (sunflower) seed oil, guar hydroxypropyltrimonium chloride, cetrimonium chloride, fragrance (parfum), phenoxyethanol, benzyl alcohol, gluconolactone, potassium sorbate, sodium benzoate, citric acid, sodium sulfate, citral, citrus aurantium bergamia peel oil, lavandula oil/extract, limonene, linalool, linalyl acetate.

Shipping details

Estimated ship dimensions: 1.34 inches length x 3.35 inches width x 7.52 inches height
Estimated ship weight: 0.96 pounds

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
See the return policy for complete information.

Q: Is this different from Rice water protien strengthing Bar soap? and if so what is that difference?

submitted by storagequeen - 9 months ago

  • A: Both target hair growth, strengthening, and shine, and are suitable for thin, fine, or damaged hair. Kitsch liquid shampoos are designed for those who prefer a traditional, easy-to-lather experience while still valuing sustainability. We use PCR (post consumer recycled) packaging to maintain our commitment to reducing waste, and the bottles themselves are recyclable.

    submitted byKitsch Cares - 6 months ago
    Brand expert

Q: What is the scent of this shampoo?

submitted by A - 10 months ago

  • A: The rice water is more neutral. Not perfumey and not fruity. It’s not woodsy or musky. It’s a pleasant scent

    submitted byMovement achieved - 10 months ago

  • A: It’s a fresh scent!

    submitted byChelsea - 9 months ago

Q: Can this be used daily?

submitted by Whiskey - 6 months ago

  • A: Yes! Kitsch Rice Water Shampoo is sulfate-free, paraben-free, and color-safe, so it's gentle enough for daily use. For best results, adjust frequency based on your hair type and scalp needs. We also recommend you to check HAIR PROTEIN SENSITIVITY CHART at https://www.mykitsch.com/pages/hair-protein-sensitivity-chart

    submitted byKitsch Cares - 6 months ago
    Brand expert

Q: Is this shampoo safe to use on color treated hair

submitted by Jovi - 6 months ago

  • A: Yes, our new Kitsch Shampoo and Conditioner are safe for color treated and keratin treated hair.

    submitted byKitsch Cares - 6 months ago
    Brand expert

Q: I have used the bar and loved the effect on my hair. Bar shampoo was difficult to use. I noticed the bar says "protein". Does the liquid version have less protein? Will it be as effective?

submitted by Bell - 7 months ago

  • A: Both the bar and liquid shampoos use Hydrolyzed Rice Protein plus vitamins B, C & E and amino acids to help strengthen and nourish hair. The bar has a few extra hydrolyzed proteins, while the liquid focuses mainly on rice protein. Many people find the liquid just as effective and a bit easier to use in the shower.

    submitted byKitsch Cares - 7 months ago
    Brand expert

Q: What is different about this as compared to the Rice Water Shale Bar?

submitted by Gwendolyn - 7 months ago

  • A: Rice Water Shale bar? Our Kitsch liquid shampoos offer an easy, traditional lather while supporting sustainability. Made with PCR packaging to help reduce waste, and the bottles are fully recyclable.

    submitted byBrand Expert - 7 months ago

Q: Why is it making my hair fall out?

submitted by Magnolia - 9 months ago

  • A: Perhaps you're protein sensitive

    submitted byimawalkingal - 9 months ago

Q: How do you open the cap?? I tried opening some in store to smell and they won’t open

submitted by Britney - 9 months ago

  • A: Push down were the lil circle is. It took me a few tries.

    submitted bydebry - 7 months ago

Q: Is this shampoo good for soft water from a water softener?

submitted by jkpa - 9 months ago

  • A: Yes it is! I have soft water and it works well!

    submitted byChelsea - 9 months ago

Q: Does this shampoo promote hair growth?

submitted by Mimi - 10 months ago

  • A: My hair has been growing using this shampoo routinely!

    submitted byChelsea - 9 months ago
See all questions (10)

Additional product information and recommendations

Discover more options

Skip to next section

Frequently bought together

Skip to next section

Guests also viewed

Skip to next section

Guests are saying

This shampoo has garnered mixed feedback from guests, with many praising its effectiveness in improving hair health and reducing hair loss. Guests appreciate the pleasant scent and the way it leaves hair feeling soft and manageable. However, concerns about the packaging persist, particularly regarding the difficulty in dispensing the product. Despite the packaging issues, many guests have experienced positive results, including stronger hair and noticeable growth, making it a worthwhile option for those seeking hair restoration.
    Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
    4.2 out of 5 stars with 244 reviews
    effectiveness: 3.59 out of 5
    quality: 3.46 out of 5
    value: 3.47 out of 5
    50% would recommend
    50 recommendations
    2 out of 5 stars
    16 October, 2026Verified purchase

    Worst packaging ever but great shampoo

    This shampoo is great. It leaves your hair clean and fresh with volume, all without drying your hair out. The problem is THE PACKAGING. It’s sooooo hard to squeeze out of the bottle! I rarely use it because I can’t physically get to the product. The conditioner is the same way. The packaging needs to change!
    tina
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    15 October, 2026Verified purchase

    AMAZING RESULTS!

    I’ve been struggling with super dry hair after years of oily hair. I’ve tried many expensive big name products with no luck. I took a chance with this Kitsch Rice Water shampoo and experienced instant success! Months of using expensive big name products didn’t give me any results, but ONE use of this Kitsch shampoo and I have my soft, shiny hair back. I can’t wait to see what happens after continued use. The scent is a little weird (smells like Old Spice aftershave), but it doesn’t linger.
    Timmie
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    8 October, 2026Verified purchase

    HAIR FALLING OUT

    I don’t normally write reviews on Target, but I felt a need to write one this time… I was using this for a month straight and I noticed extreme hair thinning and my hair falling. My hair also never felt clean after using this shampoo. Not even half way done with the bottle and I threw it out!
    Anna
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    29 September, 2026Verified purchase

    Hair came out in handfuls

    My hair came out in handfuls using this product and the conditioner that goes with it. Each time used it the amount of hair loss increased exponentially. Being a licensed hair stylist for close to 50 yrs. Never have had this happen with the numerous products tried. I contacted Kitsch who could have cared less. Will never buy another Kitsch Product - money and sales seems more important than their customers experience.
    Kada
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    23 September, 2026Verified purchase

    Didn't work for me, poor packaging

    I was looking for a shampoo that will help with my thinning and falling hair. I found this to have very good reviews but unfortunately, it doesn’t look like it applies to everyone. I lost more hair after I started using the shampoo and conditioner. I also tried the shampoo and conditioner bars and lost even more hair. I would also like to note that the packaging for both shampoo and conditioner is very hard to open or squeeze the product out. The product being thick should not be in a container that cannot even be squeezed.
    CrystalMom
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?
    3 out of 5 stars
    Thumbs down graphic, would not recommend
    13 September, 2026Verified purchase

    Product is great! Bottle is a nightmare!

    The product itself is good. I was very pleased with how my hair felt. However, if you struggle with poor hand strength, arthritis, whatever, this bottle will be your nightmare. The design is very poor. The opening is very small and gets caked quickly. I would have to squeeze the bottle with both hands onto my head or body just for the extra help. I hope Kitsch improves this soon!
    JWarren2511
    1 guest found this review helpful. Did you?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    7 September, 2026Verified purchase

    Poor packaging. Leak warning!

    I never got to see the benefits of this product as the bottles would leak every time I used it and would make a mess. I travel alot and I feel like most of the product just slowly seeped on to the toiletries bag. From the limited times I used the product I had no qualms so I’d be interested in retrying the product once the packaging changes.
    Alyssa
    effectiveness: 4 out of 5
    quality: 2 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    3 out of 5 stars
    4 September, 2026

    It's OK

    I'll start with the good: it smells Ok, not my favorite, It does leave my hair soft and feeling light, not weighed down. It does enhance my curls and waves if I use the Kitsch curly hair cream. Now the bad: I still have very frizzy hair and lots of breakage. I do have to wash it every day contrary to other advertisements saying otherwise. This is not worth the price.
    Gina
    effectiveness: 3 out of 5
    quality: 3 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    13 August, 2026Verified purchase

    (no review title)

    Will not buy again because the bottle design is so bad, as many others have noted. It's a shame because I like the shampoo. I just can't get it out of the bottle.
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    6 August, 2026Verified purchase

    Impossible to OPEN

    Impossible to open by women over 50. Needs a warning label
    k
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    3 August, 2026Verified purchase

    Terrible container design very difficult to retrieve product

    Impossible to squeeze out!! Please change the bottle design. Feels like I just threw money away because I can’t even use 80% of the product since it’s so hard to get out of the container.
    RITA
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    2 August, 2026Verified purchase

    Packaging Needs Improvement

    The Kitsch Shampoo and Conditioner are ok. The packaging leaves a lot to be desired. The shape of the bottles make them very hard to squeeze the product out. Not good for those with arthritis, etc. Won't be buying again.
    effectiveness: 3 out of 5
    quality: 3 out of 5
    value: 3 out of 5
    2 guests found this review helpful. Did you?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    31 July, 2026Verified purchase

    Horrible packing

    Product is great, packaging is horrible! Hard to dispense.
    Janski
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    25 July, 2026Verified purchase

    (no review title)

    It’s really hard to squeeze the product out of the bottle
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    Thumbs down graphic, would not recommend
    23 July, 2026Verified purchase

    Quite amazing, delivers softness and shine

    I have fine, colored hair that is prone to breakage because of ponytails and perhaps diet as well. I tried another brand of bonding shampoo before buying this one, and couldn't stand its fragrance. This Kitsch rice water shampoo and conditioner system made my hair very much softer, less frizzy, and shiny upon my first use! I'm pretty impressed, and hope it will help cut down on breakage over time. I also hope it truly is color safe and won't fade my salon hair color. The scent of white tea and citrus is pretty pronounced straight out of the bottle, but doesn't linger on blow dryed hair too much.
    Chooseychic
    Did you find this review helpful?
    1 out of 5 stars
    20 July, 2026Verified purchase

    (no review title)

    They say it would reduce hair loss, encourage hair growth, and not strip the color from dyed hair. Well it stripped all the color out in 2 washes…. My hair is falling out more than ever… and why is that bottles now leak from 2 points on the top. I won’t buy again.
    AlohaRai
    4 guests found this review helpful. Did you?
    4 out of 5 stars
    3 July, 2026
    originally posted on https://www.mykitsch.com
    Image

    Rice Water Shampoo

    Was excited to buy and the bottle version is good but I definitely like the bars better But that won't stop me buying all there fabulous products
    Christine
    Did you find this review helpful?
    4 out of 5 stars
    2 July, 2026
    originally posted on https://www.mykitsch.com
    Image

    Strengthen

    I use this maybe once every two weeks. Love how my hair feels and I do see regrowth.
    Linda
    Did you find this review helpful?
    5 out of 5 stars
    2 July, 2026
    originally posted on https://www.mykitsch.com
    Image

    Love it!!

    Gentle foamie shampoo . I think I've grown some hair too.. excellent!!
    Titsa
    Did you find this review helpful?
    1 out of 5 stars
    29 June, 2026Verified purchase

    Something went wrong

    If I could give no star I would . It arrived leaking all over the step, the box , etc , it was a mess to clean up. I would like a replacement for the rosemary shampoo . When I opened the plastic bag the top was opened on that one.
    Marie
    Did you find this review helpful?

    Get top deals, latest trends, and more.

    Privacy policy
    Terms