Following the successful launch of RUKA in 2021, the science-led brand has revolutionised the black hair care industry by providing those with textured or curly hair with affordable hair extensions, hair tools and formulations. After their 17-week residency in London’s Westfield Stratford, the community-led, education-first brand is now stocked in Selfridges.
Together, Ruka and Selfridges have created a futuristic hair experience as the store will house the brands’ Wet Products Lab, and award-winning, ethically sourced human hair extensions that we can guarantee will be flying off the shelves. With a range of hair extensions created with innovation in mind for the best texture accuracy, the brand will be providing a convenient, fuss-free way for customers to shop.
Brand Co-Founder and CEO Tendai Moyo says:
“Through this Ruka and Selfridges partnership, we’re incredibly excited to continue honouring our mission of increasing visibility and accessibility to products that have been a core part of Black women’s hair care but have failed to be seen in the mainstream.
We knew that creating the “Apple” of haircare meant finding a partner that understood the level of innovation and care that our village of consumers deserved. Selfridges have formed a legacy for amazing consumer experiences and a beauty area that focuses on both exploration and education.”
Selfridges Buying Manager Emmeline Ancelot commented on the partnership that “Selfridges’ offering for black and textured hair has been a focus of the beauty buying team this year,” .
For more information on RUKA click HERE
