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 and textured hair. 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 of my own, I struggled to find gentle yet effective hair care for kids with tangled hair. So I decided to act and Rufs was born.

At Rufs we challenge norms and celebrate the beauty and diversity of all hair types. 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.

All our products are fragrance free, dermatologically tested and developed for sensitive skin and scalps.

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