RUA is a beauty brand for redheads that finally understands what it's like to rock red hair and fair skin—shades that actually match cool undertones, formulas gentle enough for sensitive skin, and zero apologies for being different.

RUA is not about adapting to the beauty industry. It is about creating an entirely new space. Where every shade and every formula is created with red hair and fair skin in mind from the start.

A brand for gingers, made by gingers.