Our hair is sourced ethically from partners based in South East Asia, specifically India and Bangladesh. This hair comes from women who sell on their hair after cutting it and often rely on selling hair as a source of income.

Alongside everything, our design and sourcing teams still managed to accelerate our use of responsible materials to 73%. We raised the stakes when it came to meeting our ambition for carbon reduction and as the super important cultural movements rose, we held a mirror to ourselves and accelerated our work on social responsibility. There is still so much to do and we’re not even close to getting started. The silver lining is that despite the challenges of last year, we managed to progress in our efforts in being more responsible. Many projects are materialising in line with our Responsibility Gameplan Goals, but it doesn’t end there.

Tendai Moyo, Co-Founder of Ruka Hair