Rice Clean Beauty - MIDHA We have found the answer to skin concerns in rice. Rice is a precious cultural heritage of mankind's long wisdom and is a raw material that is full of nutrients that are good for skin. Washing face with rice water is a widely known traditional beauty care routine showing wisdom of Korean women. Rice grows 365 days in the rice paddy and is hydrophilic. It's because of high water retention of starch in rice. Rice contains full of nutrients and is good for skin hydration, brightening and making smooth skin texture. We developed the original technology using rice for improving the skin penetration by inducing micro changes in the lipid layer between cells. MIDHA makes cosmetic items using rice and natural ingredients, which are all vegan, clean and suitable even for sensitive skin. - ORGANIC RICE WITH THE BEST QUALITY: We use the highest quality of organic rice grown in Gochang, as one of UNESCO Biosphere Reserves. Gochang rice is the most expensive rice in the Republic of Korea that is good for skin beauty due to its excellent nutritional balance and high mineral content. - VEGAN COSMETICS: We make safe and healthy vegan cosmetics according to the strict standards of the British Vegan Society. - The secret of the young : rice: Rice is a precious cultural heritage of mankind's long wisdom and is a raw material that is full of nutrients that are good for skin. The skin-beautifying effect of rice has long been known through washing with rice water, and modern science is verifying that rice contains ingredients good for skin, such as gamma oryzanol, vitamin E, and linolenic acid. - Best rice cosmetics: We use the highest quality of rice grown in Gochang, as one of UNESCO Biosphere Reserves. Gochang rice is the most expensive rice in the Republic of Korea that is good for skin beauty due to its excellent nutritional balance and high mineral content. We use unbroken rice with high moisture retention through strict quality control at the Gochang Agricultural Technology Center. - Healthy vegan cosmetics We create safe and healthy vegan cosmetics according to the strict and meticulous standards of the British Vegan Society. - MIDHA RICE 8 COMPLEX: MIDHA RICE 8 COMPLEX, midha's patented ingredients, composed of glycolipids extracted from rice brans and 7 plant extracts, is Midha's patented technology that increases the skin permeation of cosmetics through the skin affinity of glycolipid fraction from rice brans.