Black-owned beauty technology company Ruka Hair has secured a landmark retail partnership with Sephora North America, becoming the first hair extensions brand to enter the retailer in more than 20 years. The launch represents a major commercial milestone for the company and reflects growing demand for innovative products designed specifically for Black consumers.
Founded by UK-based Zimbabwean entrepreneur Varaidzo Tendai Moyo and UK-based Nigerian entrepreneur Ugo Agbai, Ruka has grown from a startup established during the COVID-19 lockdown into a biotechnology-driven beauty company developing premium hair extensions, wigs and braiding hair. The Sephora partnership is expected to significantly expand the company’s reach in the United States while making its products more accessible through one of the world’s leading beauty retailers.
For Moyo, the agreement represents far more than securing shelf space.
“I still can’t quite believe I’m typing this. We’re going to Sephora. North America,” she said, describing the launch as the biggest moment in the company’s history.
She explained that Ruka was never created simply to sell hair extensions but to build a company driven by innovation.
“When we started Ruka, hair extensions weren’t part of the mainstream beauty conversation. But this was always about more. I wanted to build a fibre technology company.”
That vision shaped the company’s growth from the beginning. While some retailers encouraged the founders to launch exclusively online, Moyo insisted customers needed the opportunity to experience the products in person.
“When retailers told us we could only launch online, I said absolutely not. Our customers need to experience hair in person, with a premium experience,” she said.
The launch also introduces an entirely new category to Sephora. According to Moyo, Ruka will become “the ONLY hair extensions brand in Sephora,” while also bringing the retailer’s first-ever braiding hair and alternative fibre products to its shelves.
The company officially launched its first products in 2021 after being founded during the 2020 pandemic. Since then, it has built a loyal customer base by combining ethically sourced textured hair with biotechnology. Ruka is best known for developing patented collagen and human hair blends that closely match natural Black hair textures while offering more sustainable alternatives.
Its latest innovation, Synths®2, is made from plastic-free, collagen-based fibres designed to deliver high-performance braiding hair without compromising hair health or environmental standards.
The company’s growth has also been supported by investor confidence. In May, Ruka raised $4.5 million in funding to increase production capacity and accelerate its expansion into the United States.
Jennifer Lucchese, Senior Vice President of Haircare Merchandising at Sephora, said the partnership aligns with the retailer’s strategy of bringing new innovations to customers.
“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,” she said.
She added that Sephora looks forward to introducing customers to Ruka’s first-of-its-kind Synths®2 technology, describing the plastic-free, collagen-based fibres as an innovation that delivers high-performance braiding hair while supporting both hair health and environmental standards.
Moyo believes the partnership reflects changing consumer attitudes toward hair care.
“We’re seeing the skinification of hair in real time,” she said, noting that consumers are increasingly experimenting with hair extensions, openly discussing hair loss and treating hair products as an important part of their beauty routines. She added that Sephora had recognised Ruka’s innovation across ethics, sustainability and science, helping pave the way for the brand’s historic retail debut.
Ruka products will be available online from August 4 before launching in selected Sephora stores across New York, Los Angeles and Atlanta from August 14.
The company was also recognised at the 2025 Global Beauty Awards during The Business of Fashion Global Beauty Forum, reflecting its growing influence within the international beauty industry.
While celebrating the milestone, Moyo stressed that the company’s focus remains on long-term growth rather than the achievement itself.
“Accessibility has always been fundamental to the story. We invested in the R&D to reach millions and now we can. But the hard work begins here. Retail isn’t a saving grace. It’s an opportunity to keep building bigger.”
