In a world where beauty standards often prioritise straight, Eurocentric hair textures, one African brand is boldly rewriting the narrative, strand by strand. Ruutos isn’t just selling hair products; it’s building confidence, preserving heritage, and empowering individuals to embrace the fullness of their natural crown.
What began as a small dream in a one-bedroom apartment has blossomed into a professional-grade hair care brand trusted across the continent. With deep roots in science, community, and culture, Ruutos is leading the charge in transforming how African hair is nurtured, styled, and celebrated.
The Story Behind Ruutos
Ruutos is redefining hair care with a range of products designed to nourish, style, and celebrate natural hair. Formulated in South Africa, the brand specialises in natural hair care solutions—shampoos, conditioners, treatments, and stylers—that protect and enhance the beauty of every hair type, from textured curls to straight strands. Each product is expertly crafted to harness the power of natural ingredients, offering a safe, chemical-free alternative that improves hair texture, strengthens strands, and boosts shine.
Ruutos was founded by Ruben and Lucy Okpoko with a clear mission: to create natural haircare products that empower individuals to embrace and love their hair in its natural state. Motivated by the lack of chemical-free options available in the market, the couple began experimenting with natural ingredients in their own kitchen. By testing their formulas on themselves and close friends, they were able to develop high-quality, effective products that delivered real results.
As word of their creations spread, what began as a personal project quickly evolved into a trusted brand in the natural hair care industry. Today, Ruutos offers a comprehensive range of products and remains deeply committed to the values on which it was built—authenticity, innovation, and a deep respect for natural beauty.
From Humble Beginnings to a Pan-African Hair Care Powerhouse
In 2008, Ruutos embarked on a mission to redefine natural hair care. What began in a modest one-bedroom apartment has blossomed into one of Africa’s leading professional hair care brands. Rooted in faith, resilience, and love, Ruutos has become a beacon for those seeking to embrace their natural hair with confidence and pride.
What Makes The Ruutos Unique?
The Ruutos Philosophy: Empowerment Through Hair Care
Product Excellence: Science Meets Nature
- Shampoos & Conditioners: Sulphate-free options that cleanse without stripping natural oils.
- Leave-In Conditioners & Hair Butters: Designed to moisturise and define curls.
- Hair Oils & Stylers: Formulated to protect and style, ensuring longevity and shine.
Beyond Products: Education and Community Building
- Shop in Nigeria: www.ruutos.ng
- Shop in South Africa: www.ruutos.com
- Follow on Instagram: ruutosng
