Beauty / news
Stylist Alex Brown Launches Ruti Ruti, a Clip-In Extension Brand Built for Fine Hair
Celebrity hairstylist and salon owner Alex Brown has launched Ruti Ruti, a self-funded direct-to-consumer clip-in hair extension brand aimed at women with fine-to-medium-density hair who want fullness without bulk.
Brown, a former assistant to Ouai and Mane founder Jen Atkin whose clients have included Bella Hadid, Karlie Kloss and Hailey Bieber, said she has spent nearly two decades hearing the same complaints about extensions: unmanageable cuts, heavy clip-ins, visible tracks and confusing application.
Ruti Ruti's lightweight, pre-layered clip-ins are designed to add volume without the weight or professional customization typically required of traditional sets. The brand deliberately uses less hair than many conventional clip-in kits, on the premise that placement matters more than density.
"More hair is not always better hair," Brown said, arguing the category has long been fixated on volume. She added that women often book appointments to have purchased extensions installed, and in some cases half the hair on the clips is removed — a process she described as wasteful.
The brand is self-funded and sells directly to consumers. Brown declined to disclose sales projections or how much she invested in developing Ruti Ruti.
Ruti Ruti enters a expanding market. The global clip-in human hair extensions segment was valued at $1.14 billion in 2025 and is projected to reach $2.1 billion by 2034, according to Fortune Business Insights.