Rosie Huntington-Whiteley Uses This Tonic for Hair Loss, and Shoppers Call It a "Fountain of Youth"
I've come across many passionate brand endorsements in my time as a beauty editor, but it's hard to top the big kahuna: Gisele Bündchen, in one of her few acting roles, uttering the name "Shu Uemura" in The Devil Wears Prada. Sixteen years later, and we've got a case of life imitating art. Supermodel Rosie Huntington-Whiteley just let shoppers in on her approach to hair loss, and named the Japanese brand's Izumi Hair Tonic her secret weapon.
The model and brand founder dispensed the tip while holding an Instagram Q&A prior to Rose Inc.'s latest launch, a refillable satin lipstick. Questions ranged from her supplement lineup to her favorite baby products, but things got really interesting when a follower asked how the recent mother of two handles postpartum hair loss. "Shu Uemura's Izumi Tonic Strengthening Energizing Water," she responded, holding the black-and-white bottle.
If you couldn't tell from her glossy, insured-looking waves, Huntington-Whiteley has a great track record for hair recommendations. She's previously mentioned her love for Pureology and Sachajuan shampoos, so the standards are there — and according to shoppers, the Izumi Tonic is phenomenal for transforming dry, damaged strands into a "healthier, shinier, softer" state.
Per the brand, those results are thanks to the tonic's combination of ceramides and rice water. If you're on TikTok or YouTube, you may have come across fans raving about the effect of a rice water rinse; as celebrity hairstylist Nai'vasha previously told InStyle, the liquid is "filled with nutrients such as vitamins B and E, minerals, amino acids, antioxidants, and inositol, which can offer topical benefits to the hair and scalp."
Those elements mean it leaves hair elastic, moisturized, voluminous, and bouncy, all descriptors that apply to Huntington-Whiteley's mane (and consequences shoppers see for themselves). As celebrity hairstylist Weezy previously told InStyle, the protein in rice water can also promote hair growth — which is why the decreased breakage and brittleness reviewers note makes so much sense.
"I have noticed a nicer shine and a thicker head of hair overall since using this," wrote one fan of the "luxurious" formula. Another called it "just perfection" for encouraging stronger, longer curls, and a third went so far as to dub it the "fountain of youth." They continued, "My hair was damaged and limp. Now it's fuller, thicker, and super healthy." A last person said that after a week of using the Tonic, their usually fast-to-snap, thin hair is now "luscious [and] lengthy" — making it a must for the long-haul.