OUR STORY
HOW IT STARTED
In 2013, Viori’s founders traveled to the rice-terraced mountains of Longsheng, home to the Red Yao community. During their visit, they met local families who have lived and farmed these mountains for generations, cultivating rice as part of daily life and tradition.
THE DISCOVERY
While spending time in the village, they noticed that many Red Yao women were widely admired for the length, strength, and appearance of their hair well into later stages of life. Curious about the traditions behind this, they began asking local women about their hair-care practices.
THE RITUAL
One woman invited them to see a simple wooden hut and pointed to a bowl of cloudy rice water. She explained that, from a young age, women in her family had used prepared rice water as part of a traditional hair-washing practice—passed down from mothers to daughters over generations.
THE SECRET
The Red Yao prepare rice water using a fermentation process developed and refined over time as part of their cultural traditions. Once ready, the rice water is used during hair-washing rituals that remain an important part of community life today. These early conversations marked the beginning of relationships that would later inspire Viori.
LONGSHENG RICE
The Red Yao have long cultivated rice varieties adapted to the unique conditions of the Longsheng mountains. Longsheng-grown rice is known for its high starch content and has been traditionally used in rice-water preparations. Modern cosmetic research suggests that rice-derived proteins can help improve hair’s appearance—supporting smoothness, shine, and reduced breakage.
COLLABORATING WITH THE TRIBE
We purchase Longsheng-grown rice through Red Yao community partners at a premium and apply a fermentation-inspired process informed by traditional preparation methods. We then incorporate rice-derived ingredients into formats designed for modern daily use—such as our shampoo and conditioner bars—while respecting the cultural origins that inspired them.
OUR PROMISE
We recognize that Viori’s story is deeply connected to the Red Yao community. We are committed to maintaining long-term, respectful partnerships by paying fair premiums for rice and reserving up to 5% of profits for community-directed initiatives identified by Red Yao partners and the teams who make our work possible.
LEARN MORE
Beyond sourcing, we continue to collaborate on projects the community believes will support economic opportunity, cultural continuity, and long-term wellbeing.