A Zimbabwean entrepreneur based in the United Kingdom has made history after her hair extensions brand, Ruka, secured a retail partnership with Sephora North America, becoming the beauty giant's only braiding hair brand.
Founded in 2021 by Tendai Moyo, Ruka was created to develop premium, science-backed textured hair products using bio-engineered fibres. The company has built a reputation for combining innovation with products designed specifically for Black consumers.
Announcing the milestone on LinkedIn, Moyo described the partnership as the biggest moment in the company's history and the culmination of years spent challenging industry perceptions about textured hair.
"I still can't quite believe I'm typing this. We're going to Sephora North America," she wrote.
Moyo said Ruka was founded with a vision that extended beyond selling hair products.
"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," she said.
Despite pressure to launch exclusively online, she insisted customers needed to experience the products in person.
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"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."
The partnership marks the first time in 20 years that Sephora North America has introduced a new hair extensions category. Ruka will also become the retailer's only hair extensions brand, offering bio-engineered braiding fibres in stores.
"We'll be the ONLY hair extensions brand in Sephora... The first ever braiding hair in Sephora," Moyo said.
She said the achievement reflected years of investment in research and development aimed at making premium hair products more accessible.
"This is the biggest moment in our history, because accessibility has always been fundamental to the story. We invested in the R&D to reach millions and now we can."
While celebrating the milestone, Moyo said the retail launch was only the beginning.
"Retail isn't a saving grace. It's an opportunity to keep building bigger."
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