I wanted to leave a review for Esther who works at Selfridges. I needed help with braiding hair options and also styling options and not only did she assist but she went above and beyond. I will defin... See more
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Rayne was really helpful and supportive through my experience here in Selfridges. She showed me beautiful products and helped me find the exact one that I am looking for
Order placed but not received. No responses from company despite numerous chases. Recent reviews are all showing the same They should be ashamed considering everyone is financially struggling!... See more
Company replied
The team is absolutely wonderful. I messaged via Instagram to get a texture match and product recommendations and they were spot on! As recommended, I got the corks crew clip ins and ponytail. They’re... 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
4.2
Great
154 reviews
No recent history of asking for reviews
This company hasn't invited customers recently, so reviews may not be representative
Replied to 100% of negative reviews
Typically replies within 2 weeks
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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!
19 September 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.
30 June 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.
27 May 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
12 May 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.
1 January 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
10 April 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.
31 March 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
Absolutely disappointed
I was absolutely excited to order from Ruka Hair but this is definitely the last time that I will order anything from their site unfortunately.
On the 28th of February I placed an order on their website and package was shipped on the 4th of march.
At the moment it has been almost over one month since I placed my order / the package has been shipped out and I haven’t received any new updates since the initial tracking update.
I tried tracking my parcel via the DPD website but the shipment has been frozen for two weeks on their site.
I have tried contacting Ruka hair multiple times via e-mail and Instagram DM but I have not recieved any response back.
I am quite upset as I have spent an significant amount of money and I would rather get a refund than wait around for the package to appear.
Update:
I eventually got an reply via e-mail and got a quick full refund. It is quite unfortunate as I really was excited to buy something from Ruka Hair, regardless I am glad that the issue has been resolved.
26 March 2025
Unprompted review
Reply from rukahair.com
Hi Safira,
Thank you for taking the time to tell us about your experience. The team is committed to improving the experience of those with curly and kinky hair, and feedback like yours helps us get better.
I am sorry to hear that you were unable to receive your product this time round. I understand how disappointing this must have been, especially when you were looking forward to receiving your hair. I am glad that our team has been able to reach out to ensure you received a quick refund.
We are taking feedback about our shipping process seriously and working to make improvements.
Thank you again for your feedback.
- Rebecca, Ruka Customer Service Team XX
Terrible customer service
I wanted to love this brand as the hair looked lovely when arrived but their customer service is so awful!! I ordered the hair and when it arrived the colour was not correct it said Dark Brown (4) on the site and when arrived it looked more of a sandy brown.. so I wanted to return it as it didn't match. There was no return slip inside the box, no number to call and they don't answer emails and it has been over a month !! Which is appalling.
1 March 2025
Unprompted review
Reply from rukahair.com
Hi Lauryne,
Firstly, I would like to thank you for alerting us of this issue. As a Black woman-led brand, we understand how frustrating it is when a hair product does not meet your expectations. Our team is passionate about improving the experience of those with curly and kinky hair and I am sorry to hear that this time round, we have fallen short in providing you with the help you required.
I have flagged this issue to the rest of the Customer Service team, so that they can ensure this issue is resolved. Please kindly email us at help@rukahair.com so we can help you further.
I would like to thank you once again for letting us know-- your feedback helps us to improve!
- Rebecca, Ruka Customer Service Team XX
Very bad service
Very bad service
Waited over 2 1/2 months for hair to be told was lost in post and didn’t have any more.
27 February 2025
Unprompted review
Reply from rukahair.com
Hi Foulah,
Thank you for letting us know about your experience. We are on a mission to improve accessibility to high-quality products for those with kinky and curly hair. Though we try our best to ensure safe delivery of our products, unfortunately, the process can be unpredictable. I am sorry to hear you were unable to receive your product this time round. Please make sure to request a restock of the product you would like on www.rukahair.com and let us know of any other issues through our email help@rukahair.com.
I would like to apologise on the behalf of the team once again and thank you for letting us know what's gone wrong-- it helps us improve!
-- Rebecca, Ruka Customer Service Team XX
No Customer service and product
I’ve heard really good things about Ruka so I went ahead and purchased a headband wig. I waited 5 working days and had neither received the wig or an update. I emailed asking for an update and got an automated email saying responses take 2-4 working days. It has now been 5 working days and I have still received no response (still waiting). This experience is leaving me with a bad taste in my mouth and I am unlikely to recommend this company to anyone. I understand if there is delays but communication is key, I have spent quite a bit of money (to me) and I don’t think I will receive the wig in the end. I am disappointed in my experience so far. If I do not get a response by the end of the week I will look into getting a refund or requesting my credit card company to charge back.
Update: surprisingly they responded 24hrs after my review stating they had a “bug” in their system which was why my email was missed. They stated my hair was “lost in the post” yet I didn’t receive a dispatch email. Anyway I have git a refund
11 February 2025
Unprompted review
Really impressed with the service I…
Really impressed with the service I received, especially from Sashawna, who went the extra mile and ensured I received my bundles in time for my hair appointment. I’m really excited
12 February 2025
Unprompted review
Reply from rukahair.com
Hey Queen Esther,
Thanks so much for taking the time to leave your review and share your experience! We're so pleased you were able to get your bundles in time for your appointment! Hope you're enjoying them.
With love,
Natasha
Team Ruka, xx
AMAZING!!!!
AMAZING!!!!! Just off customer service and fulfilment of their word. I emailed the team and ask if they would be able to help me receive my hair ASAP as I had a performance and I was worried about delivery time. They responded promptly. The hair arrived in time for my APPT and my hair will be done for the show. Love to the team especially Sashawana. The hair feels amazing and it feels soo good in my scalp not itchy like expression.
7:51pm. Just finished getting my hair done. It feels so soft and no itchiness 🙏🏾
4 February 2025
Unprompted review
Reply from rukahair.com
Hey Kemi,
Thanks so much for taking the time to write a review! We are absolutely thrilled that we were able to get your order in time for your appointment. Double yay for no itching and softness 🖤
We can’t wait to have you back again!
With love,
Natasha
Team Ruka xxx
Good customer service from my experience so far
The customer service team at Ruka hair have been really helpful in pointing me in the right direction to answers for any of my queries posted on the website, and they also took care to chase up on my orders and provide extra details about the things I had concerns with. The only reason I’ve given 4 stars and not 5 is that responses were quite delayed from their email address, however I understand it was a busy time (around Black Friday, Christmas and New Year’s) when I was communicating with them, and I generally received faster responses by reaching out to them via Instagram. Overall, my experience with the customer service team has been good so far <3
31 January 2025
Unprompted review
Reply from rukahair.com
Hey!
Thank you so much for taking the time to leave this review, we really appreciate every bit of feedback we get as we continue to grow as a company.
You’re right, whilst our small customer service team works super hard to get back to customers in a timely manner, sometimes we may take a little longer because of the high volumes of communication.
We’re thrilled that you’ve been able to get your questions answered and are really looking forward to having you as a returning customer.
With love,
Natasha
Team Ruka xx
Fantastic customer services. Great product!
I purchased 6 packets of hair from Ruka, after receiving notification that the colour I needed had been restocked. Annoyingly, I mistakingly ordered the wrong colour TWICE, before actually getting my order in correct. This however meant I needed orders cancelled and refunds distributed. I have to say the customer service was exceptional. I received an email the very same evening from a member of the team, letting me know that the 2 orders had been abandoned and that I should be receiving the refunded funds within 5-7 working days.
When ordering, it clearly stated that there was an extended delivery of 3 weeks, which didn’t matter much to me, as I hadn’t yet needed a hair appointment. My order was placed on the 13/01/2025. By the 20/01/2025, just a week later, I not only had both refunds well before the estimated timeframe, but a delivery of 6 bundles of the most gorgeous hair.
I’m not one to usually write reviews, but really felt the need to on this occasion. This is my first experience with Ruka, and I’ll be back again when I need more hair, and would absolutely recommend.
13 January 2025
Unprompted review
Reply from rukahair.com
Not us compelling you to write a review AB 🥹! Thank you so much for taking the time to do so, we really appreciate it!
We’re absolutely thrilled our customer service team were able to correct the order and get it to you a little earlier. We love that you love your hair and can’t wait for you try some more.
Till next time!
With Love,
Team Ruka xx
I've been really trying to support this…
I've been really trying to support this company because I love the ethos and the young female founders vision. However, the customer service is awful - if I buy from Ginko it comes on time, but when I buy directly from Ruka it's always a super long delivery time and really poor customer service - I can't get hold of anyone and have to cancel my hair appointment tomorrow because the hair I ordered one week ago was only given to Royal Mail yesterday and still no sign of it.
Poor show.
23 January 2025
Unprompted review
Reply from rukahair.com
Hey Nicola,
Thank you for sharing your review. Whilst we’re deeply sorry to hear about your experience, we truly value you taking the time to share feedback. I can see that your order arrived.
As a Black women-owned-and-run business we know firsthand the impact that a negative hair-shopping experience can have. We take immense pride in not only providing quality products but ensuring every customer is left feeling happy with their purchase journey.
Our small team customer experience team works really hard to get back to customers in a timely manner. Sometimes during busy periods, our team may become stretched and take a little longer than our usual timeframe to get back to all customers.
Unfortunately, on this occasion we were not able to get to you on time and I apologise for that. I'd just like to reiterate again that we would never knowingly not respond to an email and value each customer who puts their trust and hard earned money in us - we don’t take this for granted.
We take your feedback seriously Nicola, and are continuing to improve the speed of our customer service, so you can depend on us. We really want to gift you with something so that we rewrite your experience of Ruka. Please email me at help@rukahair.com with your order number so I can send you your personalised gift.
With Love,
Natasha
Team Ruka xx
Customer service
I recently ordered some extensions (24th Dec) and they were taking a while to process and despatch my order. I emailed, asking when it would be despatched and how long it would take and they replied very quickly. They also allowed me to change my delivery address. The person who replied to my email was also very nice and friendly in her writing, which I appreciated. I do think, however, that the website could do with being clearer in terms of FAQs and delivery times, as it can be hard to find the information.
3 January 2025
Unprompted review
Reply from rukahair.com
Hey Small Bean,
Thank you so much for taking the time to leave this review, we really appreciate every bit of feedback we get as we continue to grow as a company. We’re so glad we could get the order to your chosen address too!
We understand your point about clearer communication in terms of delivery: we’ve had to contend with a few things like changing couriers and Royal Mail having system issues, which made delivery a little choppy. But we’re hoping thats fully behind us now so that customers can get a much smoother experience with up to date info.
Again, appreciate your feedback and thrilled that you’re in Ruka Hair!
With love,
Natasha
Team Ruka xx
STAY AWAY FROM THEIR CURLY HUMAN HAIR
I spent almost £500 on a supposed human hair (curly hair). I bought this in Selfridges so I was confident that the quality would be as they hyped it. Prior to buying hair from Ruka, I have always bought quality human hair from Ghifftie's hair lounge in Brixton. I have hair I've used for 10 years which is as good as the day I bought it. With treatment and care, these wigs will last me for years and years. I used the hair once for the first year because it was too bulky. I kept it back and took it out again in June 2024. I managed to use it about 10 times since. The hair tangles so so badly and when you condition it (I use Bumble and Bumble products on my human hair and wigs), the attempt to detailed it, you loose a great percentage of the hair. Please stay away from their curly wigs (I haven't tried the straight wigs, but will NEVER do so). The biggest waste of money I have ever indulged in. Please listen to true advise and don't let them fool you with any sweet responses. When I went to Selfridges to complain, the staff selling told me to go on their website and contact their customer services. I just don't have the energy to do this. I will.not be fooled again!
3 January 2025
Unprompted review
Reply from rukahair.com
Hey Tina Tina,
Thank you for sharing your review. Whilst we’re deeply sorry to hear about your experience, we truly value you taking the time to share feedback.
As a Black women-owned-and-run business we know firsthand the impact that a negative hair-shopping experience can have. We take immense pride in not only providing quality products but ensuring every customer is left feeling happy with their purchase - which includes passing all the extensions we sell through our own quality control process and having a customer care service available to help as and when needed.
We acknowledge that despite our best efforts, operating in the largely unregulated hair industry exposes us to risks from faulty goods and unreliable suppliers. This sometimes means we discover that certain stock items don't meet our quality standards and must be rejected.
We sincerely apologise for this being your experience on this occasion, however feedback like yours is what allows us to trace exactly where your extensions came from and hold the production partners in question to account.
Please note that even though your order was placed a while ago, we at Ruka Customer Care are always eager to help and learn from our customers' experiences—no matter when the purchase was made. We're proud to offer one of the world's most generous return policies for human hair extensions. Simply reach out to us at help@rukahair.com explain your situation (including any photos or videos showing the issue), and we'll be happy to assist you further.
With Love,
Natasha
Team Ruka xx
Very disappointed
Order no: Will supply this if they ever contact me!
I ordered clip ins from this company about 3 or 4 years ago. To be honest the product was fantastic and I kept them for several years.
Fast forward to this year 2024 and I have no idea what has happened. I placed my order on 28th November and luckily used Clearpay pay in 4. I waited just over a week and contacted them as I had not received the item. I waited another 3 days and as I had had no response and had still not received my item I contacted Clearpay requesting a hold to be placed on the collection of all payments. It is now the 19/12/2024. No sign of the item, no response to my emails, no response to my telephone calls and no refund. Sorry but if this is how the company is going to be run going forward there is no way on this earth that I will be supporting them. It doesn't matter who your big clients are, if you can't supply on demand and have zero Customer Service then customers won't be loyal to you. Unsubscribed!!!
UPDATED: 27.1.2025
I did NOT receive an update email from yourselves within 2 - 4 days. In fact, to date, I have had no response from your. I have confirmed this by checking all emails from Ruka. You also did not respond to Klarna when they attempted to contact you. It is now nearly a month and a half after the original order date. The item has been received but I no longer require this item. You state that the arrival dates were indicated when placing the order, had this been the case, I would NOT have ordered. I will therefore arrange to return the item to you as you haven't even noticed that it has not been paid for (Klarna stopped payments to you because of non response). Nor have you attempted to contact me. I'm an honest person so will return it today!
28 November 2024
Unprompted review
Reply from rukahair.com
Hey Jack,
We’re so sorry to hear about this experience, and certainly would not wish to leave you feeling ignored and disappointed. I can see that you ordered an Extended Delivery item which I’m glad has since arrived, and that a member of our team replied to your email in December.
Following the relaunch of our website and our Black Friday sales, we experienced a high volume of messages during the time you placed your order and as a very small team, have been doing our best to get back to everyone as quickly as possible. We truly appreciate your patience as this was an unprecedented experience for us too. You should be able to enquire about your order and receive a timely response, this is something we pride ourselves on and hold ourselves accountable to, even when we miss the mark. Even though your order was fulfilled, I want to provide some clarity as to why this happened and why you can still trust Ruka to be the brand you know will value you.
Since the item you ordered was classified as an extended delivery item, as noted on our product page and a pop-up message before adding to basket, this meant that your order would take longer to craft and the pop-up indicated the time frame for fulfilment. This would have been different to your first experience of ordering from us and so I can see why you then contacted us for further information. Although we responded to your within email within our standard 2-4 working days, we understand that you were in a difficult and urgent position. We never want anyone to have to reschedule an appointment while waiting for our products.
We take your feedback seriously, Jack, and are continuing to improve the speed of our customer service, so you can depend on us even in emergencies. I hope that I’ve clarified some of the reasons why this led to your experience. Thank you for the chance to get this right and please get in touch with me at help@rukahair.com with your order number as the subject incase there is any way that I can rewrite your experience with Ruka.
Looking forward to hearing from you!
With Love,
Natasha
Team Ruka xxx
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