Our brand.
In memory of our Founder, Sade Tatchell.
She will forever be a part of Ruthie’s story
The Heart of Ruthie’s: A Legacy That Lives On
Every product, every formula and every customer experience is shaped by values that trace back to Sade’s original mission: natural ingredients, authentic care and unwavering respect for textured hair. These values guide us as we continue her vision, creating products that uplift, restore and empower.
Authentic Care
We create every product with intention, honesty and a deep respect for natural hair.
Nature First
We choose natural, effective ingredients that nourish the scalp and support long-term hair health.
Confidence Through Consistency
Healthy hair is a journey and we empower women with products that deliver real, lasting results.
Legacy of Love
Everything we do honours our founder’s vision; products guided by purpose, compassion and community.
Honouring Our Founder, Sade Tatchell
On 26 August 2025, we said goodbye to our founder, Sade Tatchell. A visionary woman whose heart, courage and commitment shaped every inch of Ruthie’s.
Sade believed healthy hair was more than appearance.For her, it was identity, confidence and self-love.
Her dedication to authenticity and her trust in natural ingredients continue to guide every decision we make.
Though she is no longer with us, her spirit lives on in every bottle, every success story and every customer who feels beautiful, confident, and seen.
We proudly continue her legacy through products created with integrity, purpose and love; just as she intended.
Roxanne
“Finally a product that actually works! It leaves my hair soft, moisuturised and super defined; and it smells absolutely amazing.”
Hayley
“The African Black Soap Shampoo is a nice clarifying shampoo for me. It really made my hair feel clean after all the buildup I had.”
FAQs
Quick Answers
Yes. Our formulas use natural oils and raw butters, making them gentle and safe for babies and children.
Yes. Our signature Growth Oil was created specifically to support healthy scalp function and encourage growth when used consistently.
Absolutely. Whether your hair is wavy, curly, coily or kinky, our products are designed to hydrate, strengthen and enhance your natural texture.
For best results, apply 3–4 times a week directly to the scalp and massage gently to stimulate circulation.
Yes. We avoid harsh chemicals that strip or damage textured hair. Our formulas prioritise natural, nourishing ingredients.
We recommend a full routine: cleanse weekly, deep condition regularly for hydration, and style with moisturising creams or gels that lock in moisture and define your curls.