INVITE ONLY

30.09.25

A STUDY PUTTING SCIENCE, HEALTH AND INNOVATION AT THE CORE OF TEXTURED HAIR. EXPERIENCE AN INSIDE LOOK AT THE FIBRES DEFINING THE INDUSTRY TODAY AND THE BIOTECHNOLOGY SET TO RESHAPE IT TOMORROW. JOIN THE VOICES REWRITING THE FUTURE AND SEE WHERE THE SHIFT BEGINS.

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INVITE ONLY 30.09.25

LEARN MORE

A STUDY PUTTING SCIENCE, HEALTH AND INNOVATION AT THE CORE OF TEXTURED HAIR. EXPERIENCE AN INSIDE LOOK AT THE FIBRES DEFINING THE INDUSTRY TODAY AND THE BIOTECHNOLOGY SET TO RESHAPE IT TOMORROW. JOIN THE VOICES REWRITING THE FUTURE AND SEE WHERE THE SHIFT BEGINS.

LEARN MORE

A journey from plastics to biotech

ON 30 SEPTEMBER, THE CINEMA AT SELFRIDGES BECOMES THE STAGE FOR THE FIRST RUKA REPORT: THE SYNTH SHIFT, A STUDY THAT TAKES TEXTURED HAIR OUT OF THE SHADOWS AND INTO THE LAB. THE SESSION BRINGS TOGETHER SCIENTISTS, STYLISTS, INDUSTRY LEADERS AND COMMUNITY VOICES IN A SINGLE CURATED SESSION THAT TRACES THE SHIFT FROM PLASTICS TO BIOTECH, EXAMINING THE MATERIALS THAT DOMINATE THE HAIR EXTENSIONS MARKET AND THEIR IMPLICATIONS FOR HEALTH, SAFETY AND ETHICS. IT INTRODUCES THE NEW BIOTECHNOLOGY AND MATERIAL SCIENCE THAT SIGNAL A FUNDAMENTAL SHIFT IN HOW THE INDUSTRY THINKS ABOUT HAIR, BRINGING SCIENCE, COMMUNITY AND CULTURE TO THE SAME STAGE AND SETTING THE TONE FOR WHAT BEAUTY INNOVATION WILL MEAN IN THE YEARS TO COME.

From the lab to the big screen

AN ICONIC CINEMA IN THE HEART OF LONDON SETS THE SCENE FOR THIS FIRST-OF-ITS-KIND PRESENTATION, BRINGING SCIENCE TO THE SAME SPACE WHERE STORIES COME ALIVE. GUESTS WILL BE WELCOMED WITH BREAKFAST, COFFEE, TEA AND, OF COURSE, POPCORN. JOIN US IN A VENUE WHERE INNOVATION, BEAUTY AND CULTURE SHARE THE SAME SCREEN, AND DISCOVER THE FUTURE SHAPING THE INDUSTRY FROM WITHIN.

A journey from plastics to biotech​

ON 30 SEPTEMBER, THE CINEMA AT SELFRIDGES BECOMES THE STAGE FOR THE FIRST RUKA REPORT: THE SYNTH SHIFT, A STUDY THAT TAKES TEXTURED HAIR OUT OF THE SHADOWS AND INTO THE LAB. THE SESSION BRINGS TOGETHER SCIENTISTS, STYLISTS, INDUSTRY LEADERS AND COMMUNITY VOICES IN A SINGLE CURATED SESSION THAT TRACES THE SHIFT FROM PLASTICS TO BIOTECH, EXAMINING THE MATERIALS THAT DOMINATE THE HAIR EXTENSIONS MARKET AND THEIR IMPLICATIONS FOR HEALTH, SAFETY AND ETHICS. IT INTRODUCES THE NEW BIOTECHNOLOGY AND MATERIAL SCIENCE THAT SIGNAL A FUNDAMENTAL SHIFT IN HOW THE INDUSTRY THINKS ABOUT HAIR, BRINGING SCIENCE, COMMUNITY AND CULTURE TO THE SAME STAGE AND SETTING THE TONE FOR WHAT BEAUTY INNOVATION WILL MEAN IN THE YEARS TO COME.

From the lab to the big screen

AN ICONIC CINEMA IN THE HEART OF LONDON SETS THE SCENE FOR THIS FIRST-OF-ITS-KIND PRESENTATION, BRINGING SCIENCE TO THE SAME SPACE WHERE STORIES COME ALIVE. GUESTS WILL BE WELCOMED WITH BREAKFAST, COFFEE, TEA AND, OF COURSE, POPCORN. JOIN US IN A VENUE WHERE INNOVATION, BEAUTY AND CULTURE SHARE THE SAME SCREEN, AND DISCOVER THE FUTURE SHAPING THE INDUSTRY FROM WITHIN.