Draft:Ruutos
| Type | Private |
|---|---|
| Industry | Hair care · Cosmetics |
| Founded | 2008 |
| Founders | Lucy Okpoko · Ruben Okpoko |
Area served | South Africa, Nigeria, Zambia, United Kingdom, United States, Worldwide |
| Products | Natural hair care products, salon services, stylist training |
| Website | ruutos |
Ruutos is a South African professional natural hair care brand and franchise founded in 2008 by formulation chemist Lucy Okpoko and mathematical statistician Ruben Okpoko. The brand manufactures sulphate-free hair care products for natural, curly, coily, and textured hair and operates salons across South Africa, Nigeria, and Zambia. Ruutos delivers products worldwide and operates a franchise model through ruutosfranchise.com.
History
[edit]Ruutos was founded in 2008 in South Africa by Lucy Okpoko and Ruben Okpoko. The brand began as a home-based venture after the founders identified scalp hygiene problems among their clients who wore wigs and weaves. Lucy Okpoko later trained in formulation chemistry to develop science-backed products tailored to different scalp and hair types.[1]
The company expanded progressively into Zambia and Nigeria, establishing salon locations and a global product distribution network.[2]
Lucy Okpoko has described the brand's philosophy as one of continuous improvement to serve a growing market. "I am constantly looking at different ways to make our customers happy and the best way is to also invest in training our staff," she said in an interview with Acumen Magazine in 2020.[3]
In 2022, Ruutos launched a formal franchise programme through ruutosfranchise.com, offering prospective franchisees a structured pathway to open Ruutos-branded salons.[4]
Products
[edit]Ruutos manufactures a professional-grade range of sulphate-free hair care products formulated for natural, curly, coily, and textured hair. The brand's formulation philosophy is that hair care is not a one-size-fits-all solution. Products are formulated separately for different scalp conditions and hair porosity levels.[5]
The product lines include:
- Moisture Collection — formulated for normal scalp and medium-to-high porosity hair, including a Leave-In Conditioner, LOC Butter, and Hair Elixir
- Curlyberry Collection — formulated for low porosity hair
- Ruff Control Collection — targeting dry, flaky, and sensitive scalps
- Kids Range — natural hair care products for children
- Hair Serum — a scalp treatment featuring Panax Ginseng Root Extract, Biotin, and Burdock Root Extract
To assist customers in identifying the correct products for their specific hair type, Ruutos operates a hair quiz at ruutosquiz.com. The tool asks users a series of questions about their scalp condition, hair porosity, and styling habits, then recommends products from the Ruutos range suited to their individual needs.[6]
Products are sold through the brand's WooCommerce storefronts at ruutos.com and ruutos.ng, and through specialist salons and stockists across South Africa and Nigeria. Lucy Okpoko has advised consumers to read product ingredients carefully and look for sulphate-free, paraben-free formulations.[7]
Salons and operations
[edit]Ruutos operates salons, stockists, and distribution points across South Africa, Nigeria, and Zambia.
Owned salons (Ruutos Treatment Bar)
- Cape Town — 399 Albert Road, Woodstock[8]
- Johannesburg — 79 Hill Street, Ferndale, Randburg
- Pretoria — Menlyn Park Mall
- Lagos, Nigeria — Iconic Mall, 33 Adebayo Doherty, Lekki
Partner salon
- Lusaka, Zambia — products retailed and services delivered through partner salon Juvenex, with Ruutos-trained stylists on-site
Distribution and pickup points
- Abuja, Nigeria — Jabi (product distribution and customer pickup only)
Stockists
- Port Harcourt, Nigeria — Mumtes Cosmetics, 131 Abuloma Road
Product distribution only
- United Kingdom
- United States
Ruutos Academy
[edit]Ruutos operates Ruutos Academy, a professional training programme for salon stylists and hair care specialists. The programme offers in-person training at salon locations and online tutorials for stylists outside the brand's primary markets.
Ruutos Academy is accredited by the Services SETA (Sector Education and Training Authority), the South African body responsible for quality assurance in the hair and beauty sector, and by the Quality Council for Trades and Occupations (QCTO). Accreditation enables students to receive formally recognised qualifications in hair care and salon practice.
Lucy Okpoko has stated that investment in staff training is central to the brand's growth strategy.[9][10]
Franchise
[edit]Ruutos operates a structured franchise model, offering prospective salon owners access to the brand's products, systems, and training infrastructure. The franchise programme is administered through ruutosfranchise.com and is affiliated with the Consumer Goods Council of South Africa and the Consumer Franchise and Traders Association.[11]
Founders
[edit]Lucy Okpoko studied metallurgical engineering before co-founding Ruutos. She subsequently trained in formulation chemistry to develop the brand's product range. She serves as the brand's formulation chemist and is responsible for product development and salon operations.[12]
Ruben Okpoko studied mathematical statistics before co-founding Ruutos. He serves as co-owner and founding member of the company.[13]
References
[edit]- ^ "Meet Ruutos Hair co-founder who left her engineering career for the hair business". True Love / News24. 21 May 2026.
- ^ "Ruutos: The African Hair Care Brand Championing Natural Beauty from Root to Tip". Bellafricana. 16 June 2025.
- ^ "The Business of Natural Hair". Acumen Magazine. 13 January 2020.
- ^ "Be a part of the Ruutos Franchise success story". Ruutos Franchise.
- ^ "Meet Ruutos Hair co-founder who left her engineering career for the hair business". True Love / News24. 21 May 2026.
- ^ "Ruutos Hair Quiz". Ruutos.
- ^ "The Business of Natural Hair". Acumen Magazine. 13 January 2020.
- ^ "Ruutos Treatment Bar Woodstock". Fresha.
- ^ "The Business of Natural Hair". Acumen Magazine. 13 January 2020.
- ^ "Ruutos: The African Hair Care Brand Championing Natural Beauty from Root to Tip". Bellafricana. 16 June 2025.
- ^ "Be a part of the Ruutos Franchise success story". Ruutos Franchise.
- ^ "Meet Ruutos Hair co-founder who left her engineering career for the hair business". True Love / News24. 21 May 2026.
- ^ "Meet Ruutos Hair co-founder who left her engineering career for the hair business". True Love / News24. 21 May 2026.