Ruutos: The African Hair Care Brand Championing Natural Beauty from Root to Tip

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?

Ruutos is unique because it is the first African-made professional hair care product that doesn’t compromise on quality, and it is formulated for different hair and scalp types.

 

The Ruutos Philosophy: Empowerment Through Hair Care
Ruutos is more than just a hair care brand; it’s a community. Their philosophy centres on empowering individuals to embrace their natural hair textures—be it coily, curly, kinky, or wavy. By offering products crafted specifically for these hair types, Ruutos ensures that every strand receives the care it deserves. 
Product Excellence: Science Meets Nature
Manufactured in South Africa, Ruutos’ product line is a harmonious blend of natural ingredients and scientific innovation. Their offerings cater to various hair needs, including:
  • 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.
Each product is meticulously crafted to address specific hair concerns, from dryness and breakage to scalp sensitivity.
Beyond Products: Education and Community Building
Understanding that hair care is a journey, Ruutos extends its impact through education. They offer training for salon professionals and hair care specialists, ensuring that the knowledge of proper hair care techniques spreads throughout communities. Their presence in Nigeria, particularly through partnerships with salons like Staywoke360 in Lagos, exemplifies their commitment to community engagement.
As Ruutos continues to grow, its vision remains clear: to be at the forefront of natural hair care in Africa and beyond. With plans to expand their product range and educational initiatives, Ruutos is poised to make an even more significant impact in the hair care industry.
Join the Ruutos Movement
Experience the Ruutos difference and become part of a community that celebrates natural beauty.

Meet The Founder Of Ovelly Naturals – Exclusive Interview

In this exclusive interview, I had the privilege to learn about the brain behind Ovelly Naturals, and how she started an amazing natural skin care brand here in Nigeria, that  caters for the African Skin and protects it from dangerous chemicals. Olubukola birthed her business while on a quest for safe and non-toxic skin care products.

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Meet the Founder of Sahara Sunrise | Exclusive Interview

Sahara Sunrise founder and CEO Eme Ugwuegbu, a.k.a, The Shea Butter Lady, is such a likeable person. Not only is she an advocate of Natural healthy hair and body care, but she is also dedicated towards ensuring you have the best care. You certainly have a lot to learn from her, hence why Bellafricana is always bringing to you Exclusive Interviews of founders in the Creative Industry in Nigeria (Africa). Let’s meet her…
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Where to Get Natural Hair Products and Skincare Products in Nigeria


[dropcap custom_class=”normal”] If you’re looking for where to buy Natural hair products in Nigeria you must agree that getting quality natural hair and skincare products here can be quite a daunting task.
I have bought terrible coconut oil several times and paid dearly for it. So at Bellafricana, we have identified this need and we want to make it easier for people to get the best quality henceforth.
Did I hear you say; “Yippee the days of wondering where to get quality natural hair and skincare products are over!”?
Yes beautiful people, they surely are!
So come on let’s look at these places with all the trusted natural hair and skincare goodies in Nigeria.[/dropcap]
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MUNA&LUCHI CHILD HAIR CARE COACH (WEEK3)

[dropcap custom_class=”normal”]Hey Pro Hair Mum!
I bet you like the sound of that? It is another week and today, the course is going deeper! I’m going to share the 5 Biggest mistakes some of us make in caring for our child’s hair and how to avoid them. I know you’ll be excited to know about these so let’s dive in! … [/dropcap]Continue reading

Becoming A Pro Hair Care Mum With Muna&Luchi (Week2)

[dropcap custom_class=”normal”]Hey Momma! Good morning! Did you sleep well? Wow! I have to say that the feedback from WEEK 1 has been amazing and so encouraging, thank you! Welcome to Week 2 of our course, today we are going to look at some of the challenges I faced as a HAIR CARE MUM and how I overcame them. Let’s go!…[/dropcap]
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Muna&Luchi Child Hair Care Coach (Week1)

[dropcap custom_class=”normal”] Child hair care is not as easy as it seems but also isn’t as difficult as it looks. In this post, I am going to help you begin your journey in figuring out exactly what your child’s hair needs. If you do not already know me, my name is Luchi the founder of the Muna & Luchi Hair Care Brand, I help young mothers, like me, take charge of caring for their children’s hair. … [/dropcap]Continue reading

Healthy Hair Essentials for Your Bundle of Joy

[dropcap custom_class=”normal”] Before the arrival of my baby, Muna, I took time to research and find out what I exactly needed for her healthy hair care. Based on my findings, I came up with a list of products and tools required to properly nurture her locs from birth.
One major factor that I paid attention to before I purchased the products was SAFETY. I had to confirm that the products, be it a conditioner or a shampoo was going to be safe for a baby… [/dropcap]
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Midas Naturals Beauty Store Now Open

Beauty Store Alert!! Hello Beautiful people, there’s a new beauty store in town and you don’t want to miss it. Midas Naturals’ Beauty Store is now open at Shop S10B, The Shoppes On Market Road, Plot 7, Akiogun Road, New Oniru Market Lagos.

midas naturals beauty store opening

If you’ve been worried about where to find quality hair products. Worry no more, because Midas Naturals has got you covered. They cater to all hair types, be it natural, relaxed, feminine or masculine. Midas Naturals has something for everyone.

Have you been finding it difficult to wash your hair without getting it all tangled up? Why not give Midas Naturals’ flagship product called The Detangling-Co Wash a try. And what’s more you can find it in their new store.

The Midas Naturals Beauty Store Opening

All the guests had an amazing time. It was fun supporting a made in Nigeria store to open it’s very own beauty store. Look at some of the pictures I took here.

midas naturals' beauty store opening

midas naturals' beauty store opening

Midas Natural Store Opening, Natural beauty store, Lekki Lagos, Nigeria, Bellafricana

midas naturals' beauty store opening

midas naturals' beauty store opening

midas naturals' beauty store opening

midas naturals' beauty store opening

midas naturals' beauty store opening

midas naturals' beauty store opening

Midas Natural Beauty Store Opening, Lekki Lagos, Nigeria, Bellafricana

Midas Natural Beauty Store Opening, Lekki Lagos, Nigeria, Bellafricana

Midas Natural Beauty Store Opening, Lekki Lagos, Nigeria, Bellafricana

Midas Natural Beauty Store Opening, Lekki Lagos, Nigeria, Bellafricana

For a full view of all the products available in the Midas Naturals’ new store in Lagos, Nigeria just checkout their website at www.midasnaturals.com.

Are you curious about the brain behind Midas Naturals? Check out our exclusive interview with the founder Click Here.

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