The Longsheng Rice Ritual
Choose your bundle & save
Healthy hair starts with how you wash it.
The Longsheng secret
For generations, the Yao women of Huangluo have been known for impossibly long, dark, glossy hair — kept not with masks, oils or costly treatments, but with a single cleansing ritual passed quietly from mother to daughter. Their secret was never what they put on their hair. It's what they wash it with.
For the first time, that ritual is yours.The Yao of Huangluo
A story that begins in the rice terraces of southern China — and ends in your shower.
Huangluo, where hair is worn long for a lifetime.
High in the rice terraces of Longsheng, in China's Guangxi mountains, sits Huangluo — a village so renowned for its women's floor-length hair that it's recognised among the longest-hair communities on earth. Here, grandmothers in their 80s still let down hair that pools on the ground: dark, thick and remarkably glossy.
Here, luscious hair isn't bought in a bottle. It's washed in, one ritual at a time.
The rice-water ritual, unchanged for generations.
Their secret has never been a shelf of products. It's a cleansing ritual built around the rice they grow — a rich, rice-water tradition passed from mother to daughter for generations, long before shampoo ever came in a bottle.
The ritual, in a single bar.
Eleroi was created to bring that ritual to you — made with Longsheng rice and crafted in the spirit of the community that perfected it: fairly, sustainably, and without plastic bottles or harsh shortcuts. Just the ritual, honoured — and finally within reach.
What's inside
Most liquid shampoos are mostly water. Every Eleroi bar is the opposite — a concentrated cleansing ritual built on Longsheng rice and rice protein, cushioned with nourishing oils and butters. The result is a gentler, lower-friction wash that leaves hair softer, smoother and easier to manage, with far less tugging and tangling.
Eight actives · nothing wasted
Longsheng Rice
The heart of the ritual — gentle, concentrated cleansing
Rice Bran Oil
Lightweight nourishment for softness and shine
Cocoa Butter
Rich moisture that smooths and conditions
Aloe Vera
Soothing hydration for scalp and strands
Bamboo
Silica to support strength and body
Shea Butter
Deep softness that tames frizz and fly-aways
Coconut
Nourishing care for a clean, cushioned wash
Colza Plant
Plant-derived conditioning for slip and smoothness
Everything your hair needs — and nothing it doesn't.
The ritual
No bottle, no rush — just four unhurried steps to the Longsheng ritual.
01Warm water, hair fully soaked. Let it drink before you begin.
02Glide the bar down your lengths, or work it between your hands into a soft, rich lather.
03Work it into your scalp and through the ends. Take your time — this is the ritual.
04Rinse until the water runs clear, then let hair dry soft, smooth and easy to manage.
Tip: rest your bar on a draining dish between washes to keep it lasting longer.
Premium, yet economical
Because it's concentrated, a single bar lasts for months — so premium hair care works out cheaper per wash than the bottle, with far less plastic and less need for the extra masks and treatments you'd buy to undo the damage.
The maths
One bar lasts months — so a bundle isn't a splurge. It's your year, sorted.
How it compares
A concentrated ritual, or a bottle of mostly water. The difference shows in every wash.
Real results
Thousands have swapped stripping liquid shampoo for the Longsheng rice ritual. Here's what happened to their hair.
So happy with the Eleroi bar. My hair feels really healthy and smooth now. I had some thinning a few years ago after a stressful period, and this has genuinely helped bring it back to life.
First time using a shampoo bar and my hair feels great. Would definitely recommend.
Don't mind my snake 😁 — but my hair is so soft and feels stronger than usual. I'm a cosmetologist and barber and I'd love to stock these for my clients. So much better than the bottled stuff we use. You won't regret it!
I've been using Eleroi for a while now and it's fantastic every single time. The moment I switch back to an old liquid shampoo the difference is so obvious. My hair has never been happier.
Hands down the best natural shampoo I've tried — maybe the best I've ever used, full stop. My stylist couldn't believe I hadn't had a protein treatment because of how silky and shiny it was.
Really surprised by how well this cleans my hair while leaving it super soft and shiny. Wasn't expecting a bar to do all that.
Loved it from the very first wash. The quality is amazing and my hair genuinely enjoys it. I keep recommending it to everyone.
I was hooked by the story behind the brand and wanted something safer for my hair as I get older. Washing with it was amazing and it smelt so good. Sending my daughters a set for Christmas!
By far my favourite bar I've tried. Since I started using it my hair has more volume, far fewer knots, and just looks healthier. Highly recommend.
I'd never tried a shampoo bar before but I was pleasantly surprised. It got my hair properly clean without drying it out. I have really fine hair that usually blows out fuzzy, and this smooths it and adds weight without any grease. Love it!
I love the smell and the results are spectacular. Definitely repurchasing and I recommend it to everyone.
My hair feels thicker and healthier since I started using Eleroi. I love how it feels during and after washing — and that it's kind to the planet too. So grateful I found this brand.
My hair is honestly looking so much healthier since switching.
Really impressed with the bar and how well it lathered with a bit of water. Blow-dried with a round brush my hair was so manageable, and once styled it had a lovely bounce.
I was skeptical about switching from liquid shampoo, but I'm so surprised by how much I love this. It lathers so well and there's less fall-out in the shower. Will definitely repurchase :)
Start your ritual
One bar lasts months, so most people stock up and save. Free shipping on three bars and over.
Good to know
Our promise
Give the ritual a full 30 days. If your hair doesn't feel softer, smoother and easier to manage, just tell us — we'll refund you in full, even if the bar's already been used. That's how sure we are you'll never go back to the bottle.
“I created Eleroi to share a ritual I truly believe in. If it isn't right for you, I'd far rather refund you than have you keep something you don't love.”
From the mountains of Longsheng, to you
Healthy hair starts with how you wash it.
Start your ritualBe first to hear about new rituals and releases.
