Sephora Reintroduces Hair Extensions Category After 20 Years

Sephora has added braiding hair extensions back to its online catalog, marking the first time in two decades that the retailer offers this product line. The new category is supplied by Ruka Hair, a UK‑based Black‑owned beauty biotech company. Ruka Hair co‑founders Tendai Moyo and Ugo Agbai explain that their Synths 2 fibers are collagen‑based, lab‑made strands designed to be biodegradable, heat‑resistant and suitable for dyeing, aiming to replace traditional human‑hair and plastic extensions. The partnership expands Sephora’s hair‑care assortment and highlights a push toward more sustainable, science‑driven options for textured hair.

The launch reflects Sephora’s broader strategy to diversify its beauty portfolio and respond to consumer demand for innovative, eco‑friendly hair products.