Rufs was born out of frustration with narrow hair ideals and a limited product offering. Growing up in Sweden, founder Maja struggled to embrace her curly hair and find products that worked for it. The answer became strong products and different ways of making her hair straight.

When she later had children of her own with hair that tangled easily, she struggled to find products that were both effective and gentle. And so Rufs was born with a desire to challenge the idea of “normal” hair and make it easier to care for the hair you have.

Rufs’ fragrance-free products are made to effectively detangle, moisturise and care for different hair types and needs. Straight, wavy, curly or coily.

We believe in working with the hair you’ve got, not against it.

Through Rufs, we hope to bring a little more curiosity, joy and freedom from narrow beauty ideals. Just like the word Rufs, we stand for hair that isn’t perfectly put in place and the freedom to be yourself.