varaidzo tendai moyo

i still can’t quite believe i’m typing this. we’re going to sephora. north america.

when we started ruka, hair extensions were never part of the mainstream conversation of beauty. in fact, i had more people ask me whether we needed another hair extensions brand - yet i knew this wasn’t just another hair extensions brand. i wanted to build a fibre technology company. when retailers told me that we could only launch online i said absolutely not. our customers need to experience hair in person with a premium experience. many said no.

but now, for the first time in 20 years, we’re relaunching a whole new category in sephora. not only are we going to be the ONLY hair extensions brand available in Sephora but we’re giving them *bioengineered* braiding hair everywhere from harlem to times square.

this is the biggest moment in our history because accessibility has always been a fundamental aspect of the story. we’ve invested in the research and development so we can reach millions + now we’ll be able to do just that.
honestly, the hard work begins here. everyone knows retail isn’t a saving grace to your business, it’s an opportunity to keep building bigger.

so to everyone who’s lifted us up, even when we haven’t deserved it [especially when we haven’t deserved it], thank you. and please continue to help us build this. 🖤

#Rukaphora