40% of hair extensions sold in Africa are fake, sa...

40% of hair extensions sold in Africa are fake, says Varaidzo Tendai Moyo

Audrey Galawu

Nearly one in three African women experience hair loss problem today due to counterfeit products, harmful chemicals and lack of educational infrastructure supporting healthy practices.

United Kingdom-based Zimbabwe-born Varaidzo Tendai Moyo founded her own company to serve black through revolutionising the black hair industry and increasing accessibility within the space.

She founded Ruka in 2021, 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.

Moyo said despite the large market in Africa which is estimated at US$6 billion, 40 percent of hair extensions sold in African salons are counterfeit.

“We are excited by 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.

“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.

Moyo has served famous artists, including award-winning Nigerian artist, Tems and American tennis player, Serena Williams.