Meet RUKA: The Hair Brand Creating Personalised Extensions To Match Black Women’s Hair Textures
Summary
In the beauty sector, hair extensions represent a multi-billion dollar industry that many consumers are not aware of. One entrepreneur building a multinational business that aims to cater to this new trend in the market is Tendai Moyo, founder of Ruka Hair.Tendai has used hair extensions for several years. Despite being willing to spend a reasonable amount of money, she found the shopping experience to be frustrating and time-consuming as curly hair extensions were lumped into categories which led to a lot of trial and error and wasted money.This frustration motivated her to start looking for a solution. The process they have developed to find your perfect match includes a personalized questionnaire, utilizing customer data, and using a steam-technique for curling the hair which is more effective than chemicals normally associated with hair extensions Moyo aims for Ruka to be the most ethical brand bringing accountability to an industry that has lived on the fringes for too long.The company is already backed by several angel investors which include Ian Hogarth (founder of Songkick), Tom Adeyoola (founder of MeTail), and Nicole Crentsil (founder of Black Girl Fest & Angel investor for Ada Ventures) who mentions "Black hair is dominated by people who simply dont understand Black women, which makes RUKA so necessary. Digitally backed and scientifically informed RUKA completely deconstructs the entire shopping experience - a true disruptor in the industry.