Hair
Ruka Is Now First Black-Owned Hair Extensions Brand Sold At Sephora
The UK-based brand’s collagen-protein hair fiber and styling products hit shelves this week.
You can now buy Black-owned braiding hair at Sephora. Ruka launched this week as the first Black-owned brand in the retailer’s hair extensions category, bringing its collagen-based braiding hair and styling products to one of beauty’s largest retailers.
Brand lovers can purchase Ruka Synths™2 Braid-It extensions at Sephora online, along with the brand’s Do-It-All Gel, Save Me Serum, Hold Me Down Edge Gel, and Coconilla Hair & Body Perfume. Starting August 14, the collection will also be available in select Sephora locations across New York, Los Angeles, and Atlanta.
Founded by Tendai Moyo and Ugo Agbai in 2020, the UK-based bio-tech beauty brand has built a following around its Synths™2 technology, a collagen-based alternative to conventional synthetic extension fibers. The patent-pending fibers are billed as hypoallergenic, biodegradable, heat-resistant and built to perform like real hair.
The launch also marks Sephora’s first expansion in its hair extensions category in 20 years. This reflects an evolving beauty landscape where protective styling is increasingly being recognized alongside skincare, makeup, haircare and fragrance as a category driven by innovation, research, and premium consumer experiences.
“We’re seeing the skinification of hair in real time,” said Moyo in a press release announcing the Sephora partnership. “People are experimenting with extensions the way they would with makeup, having open conversations about hair loss, and embracing what was once a professional-only product as a regular part of their hair wardrobe.”
The launch follows a $4.5 million funding round led earlier this year by Freedom Trail Capital and Henkel Ventures, bringing Ruka’s total funding to $10 million. Together, the investment and Sephora partnership underscore growing confidence in innovation across the textured hair market.
“Our goal at Sephora is to bring our clients the latest and most innovative in beauty, and we’re delighted to launch Ruka and their hair braiding bundles, a brand-new category in our growing assortment,” Jennifer Lucchese, Sephora’s Senior Vice President of Haircare Merchandising, said in a statement.
Braiding bundles start at $34 per pack and come in textured straight, bone straight, and afro-kinky textures. Ruka is available online now at Sephora.com.
