Rufs is a Swedish hair care brand for kids. The company was born out of frustration with the limited offer of products for curly hair and the desire to break free from predominant straight hair ideals.

To us, there is no such thing as "normal" hair. We embrace all hair, in all forms and expressions. We are on a mission to detangle and help kids embrace their hair the way it is. Rufs develops products that effectively detangle your knots and tangles while being gentle on the skin and nature. Just like the word 'Rufs,' the brand stands for playful, untamed hair and the freedom to be yourself.