Ruka

Ruka is the go-to for Black women with curly, coily, and wavy hair types. Their mission is to promote healthy hair and bring joy back to hair care. Education is at the forefront, and the community is at the heart of everything they create.

Category
Beauty
Socials
65
/
100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
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DTCetc’s Take

About Ruka

Ruka is a black-women owned business founded that was created to address the unique needs of Black women with curly, coily, and wavy hair types. Ruka offers a range of hair care products that are specifically designed to cater to the needs of Black women. The brand prides itself on delivering education in an accessible, judgement-free way and putting the incredible community at the heart of everything they create. Ruka is committed to promoting healthy hair and bringing the joy back to Black women as they explore their hair, from the very start.

Who Shops At Name

Ruka customers are Black women with curly, coily, and wavy hair types who are seeking hair care products specifically designed to cater to their unique needs. They appreciate a brand that offers education in an accessible and judgement-free way and puts the community at the heart of its mission. Ruka's clientele likely consists of individuals who want to promote healthy hair and rediscover the joy of exploring and caring for their hair.

What customers love about Ruka

Here's what shoppers have to say:
  • The towel is a nice large size and gets the job done.
  • The hair products have amazing quality and the lace is invisible and easy to work with.
  • The ponytail is durable and can be styled like natural hair, receiving compliments every time it's worn.
  • The brand serves the needs of curly girls and has top-notch customer service.
  • The customer service is attentive and fast, with excellent products and delivery.
  • The full lace wig and ponytail have beautiful texture and quality, receiving lots of compliments when styled.
Cons
  • Refund process can be difficult and communication can be lacking.
  • Hair quality issues have been reported, including matting, dryness, and lack of durability.
  • Customer service response times can be slow and unhelpful.
  • Some customers have experienced issues with over-bleached hair, leading to texture loss and brown discharge.
  • There have been accusations of misleading customers about the quality of the hair and the refund process.

Ruka's Shipping Policy

Ruka offers various shipping methods for customers in the UK, mainland Europe, and the US. UK customers can enjoy free standard delivery for orders over £150, while standard delivery costs £3 and takes 2-5 working days. Express courier delivery is also available for £8, including next day delivery with Saturday delivery included. For mainland UK, the same shipping rates apply. However, next day delivery requires orders to be placed before 12pm from Monday to Thursday. International shipping to the US costs $25 for 7-10 business days, while express international shipping takes 3-5 business days for $40. For EU countries, international express delivery is available for €18 and takes 3-5 working days. Ruka also ships to select countries in Europe. Please note that shipping times do not include the brand's usual processing time, especially during busier times, and that the delivery standards exclude Bank Holidays and Royal Mail national strike action.

Ruka's Return Policy

Ruka offers free returns for eligible UK delivery orders within 14 days of the delivery date. To initiate a return, customers can follow the tracking link on the Ruka website or log into their Ruka account and select the return option. Hair extensions must have the original Ruka tag attached and packaging intact, not be altered or worn, and must be returned in their barcoded cornstarch Ruka bag. Cosmetics must not be opened, used, or have a broken protective seal, and clothing/scarves must still have the original Ruka clothing tabs attached and not be altered or worn. Orders that have qualified for a free gift with purchase must be returned with the free gift to receive a full refund. Non-UK returns must be initiated by emailing help@rukahair.com with the order number and reason for the return, and all eligibility criteria also apply to non-UK returns. Ruka does not accept returns for items in Clearance, Marketplace, or part of a Co-Creator test. Processing time for returns may take up to 14 working days.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
Pricing Rating
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50
This brand offers products that are on the pricey side.
Sustainability Score
50
/
100
This brand offers products that are on the pricey side.
Quality Score
65
/
100
This brand offers products that are on the pricey side.
DTCetc Score
52
/
100
This brand offers products that are on the pricey side.
Target Audience

Black women, curly hair, community

Stereotype

Naturalista

Pricing Rating
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Sustainability Score
50
/
100
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Quality Score
65
/
100
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DTCetc Score
52
/
100
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Ruka on Socials

View this profile on Instagram

Ruka (@Ruka) • Instagram photos and videos

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