You’ll Be Able To Buy Non-Toxic Braiding Hair At Sephora Soon

The Black-owned hair brand is bringing its plastic-free braiding hair to the beauty retailer this August.

Whether you’re a diehard boho braids lover or a queen of crochet, the innovation in braiding hair has been little to nonexistent. But Ruka, a Black-owned brand , is completely flipping the industry upside down. Not only have the founders, Tendai Moyo and Ugo Agbai, committed to transparency and better ingredients (no toxic plastic fibers here), but they’re also making it easier than ever to shop high-quality extensions with Ruka’s official launch at Sephora.

This is actually the first time in 20 years that Sephora is offering Black-owned hair extensions in its stores—a major win for us girlies who love switching up our styles and are also conscious of what we put in and on our bodies. “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,” Jennifer Lucchese, SVP Haircare Merchandising at Sephora, says in a press release. As a frequent VIB Rouge Sephora shopper, I’ve been wondering when I would be able to buy top-quality hair extensions while also picking up my favorite bottle of perfume and my luxe moisturizer.

And the day will soon be here. On August 4, Ruka will be available online and in select stores in the New York, Los Angeles, and Atlanta areas starting August 14. “We look forward to introducing Ruka’s first-of-its-kind technology, Synths®2, made from plastic-free, collagen-based fibers that provide high-performance braiding hair, without compromising hair health or environmental standards to our clients, who are continuously seeking the best in beauty,” Lucchese adds.

Our hair certainly deserves the same elevated experience we give other areas of our beauty routine. “We’re seeing the skinification of hair in real time,” Moyo explains. “People are experimenting with extensions the way they would with makeup, having open conversations about hair loss, and embracing what was once a professional-only product as a regular part of their hair wardrobe.”

Something we wear on our heads nearly every day shouldn’t just be an afterthought, especially when it can impact our overall health. “ Sephora has recognized that shift, alongside Ruka’s innovation across ethics, sustainability, and science,” Moyo says. Consider this your sign to make a little more room in your Sephora basket.

Your next protective style is officially joining the beauty haul. Shop More Black-Owned Brands At Sephora Ruka Hair Synths 2 Braid-It Available at Sephora $34 buy now Topicals Slather Exfoliating & Smoothing Bar Available at Sephora $28 buy now PATTERN by Tracee Ellis Ross Palo Santo Leave-In Conditioner Available at Sephora $29 buy now PAT McGRATH LABS Skin Fetish: Sublime Perfection Weightless Foundation Available at Sephora $69 buy now Fenty Beauty by Rihanna Gloss Bomb Cream Color Drip Lip Available at Sephora $23 buy now BROWN GIRL Jane Carnivale Eau de Parfum Available at Sephora $102 buy now CAY SKIN Isle Glow Face Sunscreen Moisturizer SPF 45 Available at Sephora $36 buy now 54 Thrones AFRICAN Beauty Butter Available at Sephora buy now

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