Philosophy
We believe in a world where we are curious about each other’s differences. We envision a society where diversity is celebrated, and understanding is fostered. We celebrate the beauty and diversity of all hair types and are committed to help kids love their hair just the way it is! From long to short, curly to straight, thick to fine, and everything in between, to us there is just beautiful hair. Our ambition is to offer products suitable for all hair types and needs.
Loves to detangle!
Our first series of products is dedicated to a common challenge that spans across all hair types: tangles. We believe in making hair care simple and providing resources and knowledge to help you love and work with your hair. Our products are specifically formulated to care for knots and tangles of all kinds, ensuring that everyone can enjoy simple detangling without pain or frustration.
Safe hair care
No more compromises. At Rufs, safety comes first. Our products are safe and effective, carefully crafted with sensitive skin in mind. They're fragrance-free and dermatologically tested, suitable for all hair types and skin sensitivities. Our products are vegan and cruelty-free. We avoid substances with questionable effects on health or planet, like silicones, parabens, sulfates, phthalates, and microplastics. We want to help you make informed choices about your body without creating an information overload.
Can we change the way we look at hair?
Yes, we believe we can. Parents love their children and their hair just the way it is. A person’s hair is part of who we are. Then as we grow up, our beliefs are shaped by cultural norms as to what good hair looks like. Historically, this hasn’t been inclusive to people outside the status quo. Rufs aims to rectify that narrative, because our fundamental belief is that no matter what looks and what hair you have- your hair is you, and you are good.
Let us take tangles and knots as an example. They are common to many hair types. We might not like them, but we can learn to accept and take care of them. With a few simple tips, proper guidance and the right products, we can build joyful hair routines.
Your hair is you and you are good, this notion inspired us to develop our first line of products Tangled hair
- Rufs Moisturizing Detangler – The everyday hero that untangles knots in no time.
- Rufs Moisturizing Shampoo – Sulfate-free and designed to detangle and moisturize hair and scalp.
- Rufs Moisturizing Conditioner – Detangles even the most stubborn knots, protects and leaves your hair hydrated.
- Rufs Moisturizing Leave-In Conditioner – The perfect cream for daily use between washes, leaving hair moisturized and shiny.
The Tangled Hair line is made from ecological shea butter and is dermatologically tested, fragrance-free, and vegan.