My ordered was dilivered on time, and was well packaged. However it turned out that i had ordered the wrong hair. An email was sent to Rukahair, who responded quite quickly, and was very helpful in ad... See more
Company replied
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I got 2 22'-inch bundles. The hair excessively sheds despite proper care. I've had it for 3 months, and it feels like it's half its weight and half its size. I don't understand how they could sell a p... See more
Company replied
I took my 10 year old daughter to have 4 stitch braids with custom design at Ruka. Aaliyah was the stylist and she was amazing! She was very informative, kind and gentle. The actual braiding was quick... See more
Company replied
A decent experience at Ruka Selfridges for a custom design style. Francesca took her time to answer my questions and make sure the style I wanted would work on my edges. As mentioned in another... See more
Company replied
Company details
Written by the company
We’ve experienced centuries of the hair industry being dictated and driven by people who don’t look like us or understand our needs. Now, not every solution needs to be created by the person who experiences the problem. However, curly, coily and wavy hair has such unique properties both collectively and individually. Each of these unique properties make it extremely difficult to truly understand what Black women and those with these hair types needlessly go through every single day.
Contact info
United Kingdom
- help@rukahair.com
- rukahair.com
4.0
Great
146 reviews
Replied to 100% of negative reviews
Typically replies within 1 week
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Selfridges Stand
I saw Ruka were doing a promotion for a free installation so I headed to their stand in Selfridges. I had a lovely conversation with Francesca and Elsie who gave me amazing advice and guidance - I left so happy! Special thanks to Francesca for being so patient and understanding!
November 13, 2025
Unprompted review
Reply from rukahair.com
Hi Freya,
Thank you so much for taking the time to share this lovely feedback! We’re delighted to hear that you visited our Selfridges stand and had such a positive experience with Francesca and Elsie.
Our team puts so much care into offering personalized advice and creating a welcoming space, so it’s wonderful to know that their guidance left you feeling happy and confident.
With love,
Team Ruka
Fabulous customer service team!
I had to contact customer service after I made an error with the order I had placed. The response time was excellent and Winn who is on the customer service team was exceptionally professional, efficient and polite. My order was shipped within hours of me speaking to Winn and was received the next day. I was so impressed with the service from start to finish!
November 7, 2025
Unprompted review
Reply from rukahair.com
Thank you so much for taking the time to share your wonderful feedback!
We’re delighted that you received a quick response and that your order was shipped so swiftly. We always aim to support our customers with care, and it’s wonderful to know you experienced the seamless service we strive for!
With love,
Team Ruka
The team were so amazing and helpful
The team were so amazing and helpful, making sure my order got to me quickly. I ordered the kinky half wig and it’s absolutely gorgeous! Beautifully packaged and amazing texture, can’t wait to wear it :)
October 5, 2025
Unprompted review
Reply from rukahair.com
Thank you so much for taking the time to share your lovely feedback, Adwoa. We’re so happy to hear that you had a great experience with our team and that you love your Kinky Half Wig!
We put a lot of care into making sure every order arrives beautifully packaged and ready to wear, so it’s wonderful to know that you’re pleased with it. We can’t wait for you to rock your new look!
With love,
Team Ruka
I ordered the four aye clip ins
I ordered the four aye clip ins. Very nice at first but the hair tangles a lot. I have tried washing them and conditioning them and the hair shedding was intense. The hair gets very matted and had to spend several hours detangling the hair. Further after washing the hair i noticed the clips started removing a black material so they became silver in color. Concerned as to what material was used and wether this even safe for my scalp.
Not sure if i would order again or just stick to ordering from ali express for cheaper hair that lasts longer and doesnt tangle as much.
September 4, 2025
Unprompted review
Reply from rukahair.com
Hi Kate,
Thank you so much for taking the time to share your experience with us. We’re really sorry to hear about the matting, tangling, shedding, and concerns you’ve had with your clip-ins; that’s not the experience we want for you at all.
Your feedback is incredibly valuable to us, and while issues like this are rare, we’re committed to investigating it thoroughly and making sure you’re fully taken care of and compensated.
Could you kindly email us at our support email - help@rukahair.com with your order number and, if possible, a few photos of the clip-ins? If you don’t mind, it would also be really helpful to know the steps and products you used when washing them - this will give our quality team the full picture so we can properly investigate and provide you with the best support.
Your trust means the world to us, and we’ll make sure this is handled with care. 💛
With love,
Team Ruka xx
My experience with Ruka has been…
My experience with Ruka has been excellent. thanks to their b2be service, they made it so easy for me to get the right products in a quick manner. Their products are very good and reliable.
September 4, 2025
Unprompted review
Reply from rukahair.com
Thank you so much for sharing your experience with us! We’re delighted to hear that our B2B service made it easy for you to find the right products quickly and that you’re happy with the quality and reliability of your items. Your feedback truly means a lot to us, and we look forward to supporting you again in the future.
With love,
Team Ruka XX
Great service
Needed hair urgently for a quick turn around. Great service from start to finish thanks to Lauren for making it painless and stress free!
August 21, 2025
Unprompted review
Reply from rukahair.com
Hey Lisa,
Thank you for sharing your recent experience with our team! We're so pleased Lauren was able to ensure your order was as smooth as possible. We'll be sure to pass your kind words and feedback on to her!
With love,
Team Ruka xx
Quick and helpful customer service
Winn from the team was helpful in assisting me with an issue I had regarding the store credit. The issue was resolved quickly and the customer service throughout was great.
August 7, 2025
Unprompted review
Reply from rukahair.com
Hey Shantelle,
Thank you for your review! We're so glad Winn was able to help you with this quickly.
We appreciate your feedback and will be here should you ever need support in the future!
With love,
Team Ruka xx
This is my 5th purchase from Ruka and…
This is my 5th purchase from Ruka and I’m speechless! I placed an order on Friday last week and sent the team an email asking if shipping could be expedited so I could have the wig before my trip on Tuesday. It wasn’t possible which was totally fine, but then they called me on Monday saying a member of their team would hand deliver it to my house! I’m blown away by the level of attentiveness, and care they’ve taken just to make sure I was able to take the wig with me on holiday. If you’re on the fence about ordering, this is your sign - the quality is great and the customer service is A1.
August 18, 2025
Unprompted review
Reply from rukahair.com
Hey Abi,
Thank you so much for your kind words, for taking the time to leave this review and for placing your 5th order with us! We're so glad that we could get your order to you in time for your trip and hope that you have the best time on holiday.
If you need anything at all, please don't hesitate to reach out 🫶
With love,
Team Ruka xx
Great customer service!
July 18, 2025
Unprompted review
Reply from rukahair.com
Hey Ophelia,
Thanks so much for your review, we're so glad our team was able to help you! If you need anything else at all, please don't hesitate to drop us an email at help@rukahair.com 🫶
With love,
Team Ruka xx
Super helpful product exchange experience
I’m still waiting on my order and will update my review when I receive it to share my thoughts on the quality of the product and the shipping experience. However, I wanted to share my experience with Ruka’s customer service team! I ordered the Think kink clipins and literally minutes later realized the Fluff and fro would be a better match for my hair texture. I emailed Ruka after business hours ended on Friday requesting an exchange and they got back in touch with me the following Monday! Their response was incredibly prompt which was appreciated because I ordered these clipins for my birthday. The customer service rep, Winn, said she was happy to help accommodate. They didn’t have the same length in stock of the clipins I was switching to so the price was more expensive. They were super kind tho and gave me a discount so that the difference in price wasn’t as steep.
July 14, 2025
Unprompted review
Reply from rukahair.com
Thank you so much for taking the time to share your experience so far, Victoria; we truly appreciate it! We're so glad to hear that Winn was able to step in quickly and support your exchange request, especially with your birthday coming up 🎉 That kind of flexibility and care is exactly what we aim for, so it’s great to know it made a difference.
We’re also really grateful for your patience while you wait for your order to arrive—and we completely understand how important timing is, especially for a special occasion. We're looking forward to hearing your thoughts once you’ve had a chance to try the Fluff and Fro clip-ins!
Thanks again for choosing Ruka, and if you need anything at all in the meantime, we’re just a message away
Incredible Customer Service
Incredible Customer Service
I have been a fan of RUKA for a few years now. Their extensions are high quality, human hair that can last for several months at peak quality if they’re looked after as per the instructions.
I had an issue with my most recent order - there was an overly chemical scent coming from the extensions that I hadn’t received before.
I wrote to RUKA to explain the issue and the service I received was incredible - they took my concerns seriously, provided me with the appropriate returns process and gave me a full refund. They’re currently investigating the issue and are regularly in contact. I spoke with Winn and their messages were prompt, sincere and reassuring.
I will certainly purchase with Ruka again. I think I’ve been so comforted by this non-ideal experience that I essentially don’t have any concerns about getting a new product from them! Thank you so much.
July 15, 2025
Unprompted review
Reply from rukahair.com
Hi Rose. Thank you so much for taking the time to share this honest and thoughtful review—it truly means a lot to us.
We’re so sorry again that your recent experience wasn’t perfect, but we’re really grateful for the opportunity to make things right. Your trust in us, even when something went wrong, is something we don’t take lightly.
We’re glad to hear that Winn was able to support you in a way that felt sincere and reassuring—that’s exactly the kind of care we aim to provide. And thank you for recognizing the ongoing efforts to investigate and resolve the issue. Feedback like yours plays a huge role in helping us maintain the quality you’ve come to expect.
We honestly can’t wait to welcome you back for your next order, and if there’s ever anything you need, we’ll be right here!
Team Ruka xx
I had a wonderful experience with Ruka…
I had a wonderful experience with Ruka Hair’s customer service team. They were super helpful, friendly, and quick to respond to my questions. The whole process was smooth and professional from start to finish.
February 25, 2025
Unprompted review
Reply from rukahair.com
Thank you so much for taking the time to leave this review Tounko; it really means a lot to us. We're so glad to hear that you had a smooth experience and that the team was able to support you in a friendly and helpful way. That’s exactly what we aim for!
If you ever need anything else or have any questions down the line, we’re always here to help.
With love
Team Ruka xx
I bought the 16 or 18-inch kinky hair…
I bought the 16 or 18-inch kinky hair clip-ins from Selfridges a while ago, and I had a really good experience with them! I wore them on and off for a year, and they were easy to blend!
September 19, 2024
Unprompted review
Reply from rukahair.com
Hello Jenny. Thank you so much for sharing your experience! We're so happy to hear that you enjoyed your kinky clip-ins. It means a lot to know they were a great fit for you.
Should there be anything you need help with, feel free to reach out
Poor customer service
I have ordered £1k worth of extensions in the last month. I was so excited waiting for the delivery and purchased a range of clip-ins, headband wigs, bundles, and more.
The issue with Ruka is the poor customer service. The generic responses, delayed responses, and lack of cohesion. You have the option to return items through an automated system, but then receive inconsistent information, such as asking you to wait for a return slip that never arrives. The automated service online is faulty and no automatic slip is generated.
You don't state on the website that Selfridges only sells ponytails. I think it should be clearly advertised as it is misleading.
Lastly, I'm asked to take pictures and then asked again to take them without flash, in a bright setting, and to ask for someone to stretch out the item, etc. I have already provided images that clearly display the discrepancy!
The product in question does not match visibly the same style of what I had purchased only two weeks prior. This is too time-consuming to be going back and forth about when it is clear for anyone to see. It could quite easily be resolved with attentive and actually responsive customer service. The same goes for the refund request, it is so easy to buy items but a headache to resolve product issues or returns.
I have purchased some wigs 2 years and clip-ins in the think kink texture, and I’m coming to learn that they are all so different. There areally inconsistencies in the older and newer style.
The most recent order I received has brought me the most dissatisfaction, and the issues can simply be explained away if the time was taken to receive my grievance and pictures. Anyone can see it looks completely different.
It has really put me off the brand. I was so excited but I won't be recommending it, and I'm now searching for other competitors. I tried not to be influenced by negative reviews, but I am not happy with the responses and pace of the customer support function.
June 30, 2025
Unprompted review
Reply from rukahair.com
Hi there,
Thank you for taking the time to share feedback. We're on a mission to improve the product experience for people with curly and kinky hair, so it's really disappointing to hear that we've missed our mark. As a black women led team, we know first hand how challenging it is when issues arise with hair extensions.
I know there are many issues that you've raised above, for which we would love to continue to help you in resolving via our email (help@rukahair.com). However just to also provide some context, on our return process we have been working diligently to fix some of the technical bugs that have come up with the returns platform we currently use and hope to have this fixed soon.
Secondly on texture consistency, due to the nature of human hair and our texture creation process, much like dyeing fabrics, we quality control our products to ensure consistent quality and textures however it is quite possible for there to be some variation, especially between now versus 3+ years ago as we've been happy to continue expanding and improving on our product development processes!
In any case, sorry to hear that you ran into issues with our customer service team. Please know that this is not the experience we want for our customers, and we will be reviewing what went wrong to prevent this in the future.
Hope to hear from you soon, so we can help further.
- Rebecca, Ruka Customer Service Team XX
Very terrible I specifically chose not…
Very terrible I specifically chose not to opt into a subscription, I did not click the email link for a subscription and there is no evidence that I subscribed to their ridiculous curly girl club. They have proceeded to keep my card details and charge for two consecutive month's.
I want my money back and will be taking this up with my bank as this company is disappointing and fraudulent.
May 27, 2025
Unprompted review
Reply from rukahair.com
Hi Cynthia,
Thank you for taking the time to flag this issue to us. The Curly Girls Club was created to reward our community with exclusive discounts and perks. Each month, your subscription fee gets converted to store credit, ready to be spent on our products.
To avoid unwanted charges, we send an email reminder every month, to give members time to opt out of their subscription.
I am very sorry to hear that you’ve had trouble opting out and that the process hasn’t been straightforward. We want all members of the club to be part of it by choice and we will be reviewing what went wrong to prevent this in the future.
We would love to continue to help you in resolving this via our email (help@rukahair.com).
Hope to hear from you soon,
- Rebecca, Ruka Customer Service Team XX
Buyer beware
Buyer beware. After purchasing hair from this company they have charged my acct without authorization again. I never signed up for any incentive customer-type promotion. I have contacted my bank to pursue this and notified Ruka Hair customer service and they continue to ignore my attempts for them to cease. I regret having given them any business
May 12, 2025
Unprompted review
Reply from rukahair.com
Hello,
Thank you for sharing your feedback, and we're truly sorry to hear that your experience with us has been anything less than pleasant.
Please know that when a subscription is selected at checkout, a confirmation email is sent, along with reminders before each renewal, and provides the option to cancel or adjust your subscription at any time.
We’re very sorry if there was any confusion around this process, and especially if you've had trouble reaching us. We've recently experienced a high volume of inquiries due to excitement around our upcoming restock, and this has unfortunately delayed our usual response times — which we know can be frustrating, and we sincerely apologize for that.
If you still need help, please reach out to us via email with “Subscription Billing” in the subject line so we can assist or provide any clarifications.
With Love,
Team Ruka XX
Please AVOID this brand
Please AVOID this brand.
I wanted to love this brand so badly. However they failed me. The website said 6-8 weeks wait. It’s been 4 months. The customer service is awful.
January 1, 2025
Unprompted review
Reply from rukahair.com
Hi there,
We're truly sorry to hear about your experience and the delay you encountered — that’s not the standard we strive for. I’ve checked on this, and can see that our team has since connected with you and a resolution was reached.
We genuinely appreciate your patience, and we do hope you’ll give us another chance in the future to wow you!
With love,
Team Ruka XX
their customer service is non-existent
their customer service is non-existent. How can you have a brand and not invest in this in 2025 is SHOCKING
April 10, 2025
Unprompted review
Reply from rukahair.com
We’re truly sorry to hear that you had a disappointing experience with our customer service — this is never what we want for our customers. We completely understand how important timely, supportive communication is, and we’re actively working to improve in this area as we grow.
With love
Team Ruka XX
Beware!!
I placed an order the first week of Mar. 2 weeks later, I saw the hair still hadn't shipped.
After a few days, customer service told me the hair was allegedly stuck in customs. The package was supposedly relabeled a few times.
Customer service is mediocre and slow to respond.
I told them I wanted a refund because weeks later, we were outside of the 7-10 business days international delivery window.
I was finally given a refund and told I could keep the hair, but it hasn't shipped yet. I doubt it will.
Unfortunately, I have no faith in this company and won't be buying from them again.
March 31, 2025
Unprompted review
Reply from rukahair.com
Hi Lisa,
Thank you for sharing your experience with us. Ruka is committed to increasing access to high-quality products to people with kinky and curly hair world-wide. We have been working hard to improve our international delivery services however, the shipping process and custom control can be unpredictable at times. I am sorry to hear that you were not able to receive your product. We're building a global community of customers and your experience matters massively. We will keep working to ensure international deliveries are as seamless as possible in the future.
- Rebecca, Ruka Customer Service Team XX
Reply from rukahair.com
Hi Elle,
Thank you for taking the time to leave feedback. I am happy to hear that you had a good experience with our Customer Service Team. Enjoy your hair!
With Love,
Rebecca -- Ruka Customer Service Team XX
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