From 19 February to 5 March this year, we’re turning our attention to one of skincare’s most time-honoured ingredients: rice. At Skin Cupid, we’re celebrating ANUA’s Rice Line both online and with a special in-store pop-up, spotlighting a routine designed to create luminous, resilient glass skin, marrying insights from both Heian court rituals and modern Korean R&D labs. 

As one of Korea’s fastest-growing skincare brands, ANUA has built a devoted following through its commitment to ingredient-led formulas that strengthen the skin barrier rather than overwhelm it. The brand is known for its minimalist approach, gentle actives, and thoughtful complexes that work in harmony with the skin. With its Rice Line, ANUA returns to a centuries-old beauty ritual and refines it with modern fermentation technology and proprietary blends – proving that the most effective skincare unites tradition and innovation.

In this blog post, we’ll take you through the long history of rice in skincare, why it’s so good for so many skin types, and give you the run-down on the products in ANUA’s Rice line.

The History of Rice in Skincare

Japan’s Heian Elegance

The story of rice in beauty began over a thousand years ago. During Japan’s Heian period (794–1185), court ladies were admired for their porcelain complexions and flowing, floor-length hair. Historical accounts describe women rinsing their faces and hair in the milky water left behind after washing rice – a liquid later known as yu-su-ru. This simple byproduct of daily cooking became a cherished beauty treatment, believed to soften skin, enhance clarity, and preserve a youthful appearance.

Centuries later, geishas continued the practice, relying on rice water to maintain smooth, luminous skin beneath layers of makeup. Its gentleness made it suitable for daily use, while its subtle brightening effect contributed to the refined, almost translucent complexion that became synonymous with Japanese beauty ideals.

Chinese Traditions and Fermented Rituals

In China, rice water was equally treasured. During the Song dynasty (960–1279), it was used for its softening and antioxidant properties, applied to both skin and hair. In rice-producing regions, women passed down the practice of fermenting rice water to intensify its effects. The now-famous Yao women of Huangluo village, known for their exceptionally long, healthy hair, continue to use fermented rice water to this day – a living testament to the ingredient’s enduring power.

The Sake Brewery Discovery

Another discovery came from Japan’s sake (rice wine) breweries. It was often observed that elderly workers who handled fermented rice, yeast, and koji (rice mould) daily had remarkably soft, youthful-looking hands. This unexpected clue led researchers in the ‘70s to examine rice bran more closely, uncovering a rich concentration of amino acids, vitamins B and E, ferulic acid, and natural ceramides – all compounds now recognised for their ability to hydrate, brighten, and protect the skin barrier.

What Makes Rice Water So Effective?

Rice water is, quite simply, the starchy liquid left behind after rice is soaked or cooked. Yet within this cloudy fluid lies a complex blend of skin-supporting nutrients. It contains inositol, a carbohydrate known to promote cell growth and provide antioxidant benefits. It also carries vitamins B and E, traces of ferulic acid, and allantoin – a soothing compound frequently used in calming skincare.

Fermentation enhances these properties further. As rice water ferments, its pH lowers to more closely match the skin’s natural acidity, helping to support barrier balance. The process increases the concentration of antioxidants and amino acids while producing additional beneficial compounds that encourage smoother, brighter skin over time.

Gentle yet effective, hydrating yet balancing, rice water appeals to nearly every skin type – from dry and sensitive to oily and blemish-prone.

The Benefits of Rice for Modern Skin

Rice’s magic lies in its balance. It hydrates deeply without heaviness, thanks to amino acids and humectant properties that help retain moisture in the skin. It brightens gradually and gently, with vitamin B and ferulic acid helping to fade dullness and uneven tone. It soothes irritation, making it ideal for reactive or compromised barriers. Even oily skin benefits, as rice water can help regulate excess sebum without stripping away essential moisture.

This harmony of hydration, mild exfoliation, antioxidant protection, and oil control explains why rice has experienced a major resurgence in K-beauty and J-beauty formulations. Consumers are increasingly drawn to natural ingredients that have centuries of anecdotal evidence – now reinforced by scientific validation.

Introducing ANUA’s Rice Line

ANUA’s Rice Line transforms this ancient ritual into a modern, barrier-focused glass skin routine. Each product builds upon the one before, layering hydration, brightening, and protection in a way that feels intuitive rather than overwhelming.

ANUA Rice Enzyme Brightening Cleansing Powder

The ritual begins with a cleanser that feels both nostalgic and innovative. This fragrance-free powder transforms with water, becoming either a soft foam for daily cleansing or a thicker, elastic texture when mixed with toner for use as a wash-off mask.

At the heart of the formula lies ANUA RICE WATER+™, a brightening complex combining Rice Extract, Arbutin, and Papain (a potent enzyme derived from Papaya). Together, they work to gently refine uneven tone and dullness. Lactic Acid provides mild AHA exfoliation, smoothing texture without disrupting the barrier. Ceramides, Glycerin, and Allantoin ensure that skin feels soothed and hydrated after rinsing – never tight or stripped. 

ANUA Rice 70 Glow Milky Toner

With 70% ANUA RICE WATER+™, this toner mirrors the comforting look of traditional rice water while delivering modern performance. Its milky texture glides onto the skin, offering immediate hydration and a subtle glow without stickiness.

The addition of Niacinamide enhances brightness and helps balance oil production, while the brand’s RICE CERA-PROTEIN complex – a blend of Ceramides and proteins that mimic the skin’s natural structure – reinforces barrier strength. Panthenol, Glycerin, and Allantoin round out the formula, calming irritation and locking in moisture. The result is skin that feels plump, refreshed, and visibly more luminous after just one application.

If the toner hydrates, the serum fortifies. Powered by ANUA RICERA 7+™, a Ceramide-rich complex infused with Rice Extract, this formula focuses on rebuilding and protecting the skin barrier. Its elastic yet lightweight texture melts into the skin, delivering nourishment without heaviness.

3% Niacinamide and Zinc help regulate excess sebum, making the serum particularly appealing for combination and oily skin types. Honey Extract and Hyaluronic Acid enhance moisture retention, while Panthenol soothes. Used daily, it acts as a protective cushion for the skin, especially when paired with stronger active ingredients elsewhere in a routine.

The final step is a treatment designed for a transformative glow. This 1mm hydrogel sheet mask contains 70% Rice Bran Water, low-molecular-weight Collagen, and Ceramides to deeply hydrate and firm the skin. As it rests on the face, the opaque gel gradually turns transparent – a visual sign that the essence is being absorbed. Worn for several hours or even overnight, it leaves skin looking plumped, elastic, and intensely radiant.