As a Ruka Hair customer you no doubt have shopped with us because you were recommended by a friend, saw one of our ads or perhaps even discovered us in person at one of our Pop-Ups.

Regardless of how you came to find Ruka, we’re happy to have you here on this journey with us, and our mission has remained the same since our inception: to create a shopping experience we didn’t see growing up, a shopping experience we believe Black women want and deserve.


So, what's going on?

So far in 2022 we have proudly served thousands of you both online and in store, however a small proportion of our customers have got in touch to let us know that their recent purchases have not met their expectations, and the quality they have grown accustomed to expecting from us.

Some of you Ruka babes have been with us since the very beginning; with several orders under your belts, you are well versed with our usual hair quality and standards, enough to know when something is just not like us and is therefore worth drawing our attention to.

For this support and rapport with you our customer we are supremely grateful. Honouring and serving you will continue to be our highest priority - we will not allow any of our production partners to compromise on this privilege. And so, in navigating this unregulated industry, we invest extensively in lawyers and contracts to introduce this new, but long overdue standard. Our quality expectations must be clearly understood as a non-negotiable factor in doing business with us.

What does this mean for the future?

We're taking a few products back to the lab until our manufacturer can consistently get them right. These are the select products that in the past month, have continuously failed to meet the mark of expectation. They'll be marked on the website as 'in the lab' for development.


Your continued honest feedback and faith in our capabilities has emboldened us to be proactive in identifying areas for improvement and striving each day to deliver on our mission. The sheer volume and scope of black women we are serving has grown globally and with that growth comes a greater responsibility.

Though it is only a small proportion of our consumers who have raised concerns about their recent order, for us, even that small proportion and the margin of error it creates is enough for us to say we’re going to pause, take the necessary product lines back to the lab, with some with small to no defect being set aside for our Marketplace to reduce our carbon footprint. We ultimately have to pave the way for regulation within the hair industry by holding these production partners accountable for meeting our expectations and the quality standards they agreed to.

If you have any thoughts about anything we have mentioned here and would like to speak to us, please do reach out via help@rukahair.com and we will be happy to answer your questions.


With love,

Team RUKA, xx