How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

How we will change our industry.

Our Vision

Our hair is sourced ethically from partners based in South East Asia, specifically India and Bangladesh. This hair comes from women who sell on their hair after cutting it and often rely on selling hair as a source of income.

Alongside everything, our design and sourcing teams still managed to accelerate our use of responsible materials to 73%. We raised the stakes when it came to meeting our ambition for carbon reduction and as the super important cultural movements rose, we held a mirror to ourselves and accelerated our work on social responsibility. There is still so much to do and we’re not even close to getting started. The silver lining is that despite the challenges of last year, we managed to progress in our efforts in being more responsible. Many projects are materialising in line with our Responsibility Gameplan Goals, but it doesn’t end there.

Tendai Moyo, Co-Founder of Ruka Hair
 

 

Price promise

We want to work together with you to reduce the Black Woman Tax (the tax we pay on products just for having curly / coily hair) by reducing the prices of our products as we scale. Every RUKA purchase gets us one step closer towards being able to reduce our pricing without compromising fair pay to our hair donors and texture creators - who are so often exploited in this industry.

Ethics and transparency

We promise to continuously review our product development process, to ensure that we are pushing the industry to a standard of sourcing and manufacturing that empowers, uplifts and protects women. We’ll do all of this, whilst maintaining radical transparency with you so you can learn alongside us and hold us accountable.

Sustainability

We commit to having 100% sustainable packaging by the end of 2022. We’ve seen the level of waste that our industry generates - from old human hair products to plastic shampoo packaging. We also know that the limited good product options for Black women often leaves us with no choice but to go with unsustainable options. You shouldn’t have to compromise the health of the planet to maintain the health of your hair, so our commitment is to have totally recyclable/compostable packaging by the end of 2022.