Ruka Hair restoring beauty to black women

Audrey Galawu

Assistant Editor

As an identity renaissance hits the continent, black women have found it difficult to find weaves and extensions that complement their own natural looks.

Faced with an ever-growing selection of Peruvian, Brazilian, Indian and other ethnic hair, women wanting African hair have been forced to look for it in back alleys and downtown hair salons.

Varaidzo Tendai, Founder of Ruka Hair Moyo based in the United Kingdom clearly remembers early hairdressing appointments in Zimbabwe, where the aim was to make her kinky hair as straight as possible.

Enduring regular straightening treatments on her long, textured hair, Moyo found the process less than favourable.

She encountered stylists who would regularly complain at her hair’s length, charge a little more coins, or simply turn her and her mother away.

“I was so young that instead of feelings of sadness the challenge of having my hair done professionally became normalised,” Varaidzo explained.

Instead of going to the salon, her mother would tend to her tight coils from the living room of their Swindon home following their relocation.

Later on, the challenge shifted to frustration in trying to find extensions that matched the texture of her natural hair, meaning there were limitations when it came to replicating the length and volume of the styles she wanted to create.

After years of disappointment and frustration, Moyo made the decision to embark on her own haircare venture.

In 2021, she founded Ruka Hair, currently based in Selfridges, London and intends to extend her brand throughout Africa by providing hair extensions that match black hair and providing health hair-care products.

The name Ruka comes from Shona which means “to do hair” or “to braid, thread and weave.”

“We are excited to be creating the first go to brand for black women when it comes to their hair. So, I did a crowdfund for 25 000 pounds and we raised that within three weeks, we actually exceeded that.

“I had no product at that point. I had an idea. I had a video and to see overwhelming support, it really signified that people want to see these industries challenged and see underserved consumers be served by people who understand them.

“I had over 200 black women messaging me when I did that crowdfund saying please create this business,” she said.

Reflecting on her journey, Moyo emphasised her ambition to elevate global hair standards, leveraging on the foundation she has built.

“As a Zimbabwean raised in the UK with potential customers all over the world, my overall ambition has always been in how we improve hair standards globally. Having built an incredible foundation within the UK, we are looking to take our award-winning hair care products, our ethical and sustainability practices and superior quality assurance to Africa,” she said.

She recently received an award as a finalist in the 2024 Entrepreneur Rising Star category by the The Black British Business Awards.

“An unexpected and generous recognition in my early journey building Ruka Hair! The most beautiful part of the reception evening was the affirmation of one of my core beliefs by my fellow Zimbabwean sister Dr Sophie Chnadauka.

“The “ubuntu” philosophy, which means “I am because we are” and any recognition of Ruka is the collective success and celebration of an incredible team, a growing global community of customers that is extremely passionate about what we do and a supportive investor circle.”

Moyo has served famous artists, including award-winning Nigerian artist, Tems and American tennis player, Serena Williams, underscoring the growing reputation and influence of Ruka Hair in the beauty and fashion industry.