Story

Hair care for tangled rebels

Growing up in Sweden with a mixed heritage and curly hair, I faced the challenge of fitting into a culture where straight hair was the norm. As long as I can remember, I have been frustrated with my curly, thick hair that hairdressers didn't know how to cut. Detangling meant hours of painful brushing and I dreamt of having “normal” hair. My stepmother, who owned a well-known Afro salon, taught me how to care for my curls. However, finding curly hair products in regular stores and pharmacies was near impossible so I started to relax my hair (perm it straight). Years later, when I had children and struggled to find gentle yet effective products for their tangled hair, I decided to act—and so Rufs was born.

At Rufs we challenge norms and celebrate the beauty and diversity of your hair. We make everyday detangling and hair care simple while caring for skin and nature. Through Rufs we aim to contribute with more acceptance, curiosity and help shape future societal norms.

We want to inspire kids to celebrate and embrace their hair, just the way it is and help them express themselves authentically. A world where hair esteem has no boundaries!